Fast Food Marketing Strategies
When it comes to fast-food marketing strategies, there are many approaches, both old and new, that companies can adopt. Whether those strategies include integrity in food production or the development of online marketing schemes, companies have a wide range of options when it comes to reaching out to the public.
Creating a company’s image is important aspect of the fast-food marketing strategy. Maintaining an image of honesty and integrity may help attract new customers. Through its history, fast-food companies have faced accusations of being dishonest in their marketing. A lack of honesty about the nutritional content of their food has caused backlash as the public increasingly demands to know what’s in its food.
For this reason, part of any fast-food marketing effort needs to include transparency in its strategy.
The packaging of the food may not include clear labeling that provides all the caloric content and other nutritional information, but that information should be readily available. Companies should also highlight how the food is being sourced, as the public is becoming increasingly concerned with where food comes from.
Companies that have made efforts to treat their livestock better and ethically source their food should highlight this fact as part of their marketing strategy.
Aroma marketing is one of the newer forms of marketing that companies are working to integrate into their marketing strategies. Smell is one of the strongest senses that humans possess, and a familiar scent can trigger good memories of food and the brand associated with that food.
Restaurants can develop aroma-scented leaflets and brochures that carry a scent of their food, which may help trigger people to stop in and enjoy a meal.
Developing a cohesive mobile marketing strategy is also increasingly important. People are accessing the internet using mobile devices in increasing numbers, so companies need to develop a unified approach to reaching this audience.
Mobile-optimized websites, mobile apps and text message campaigns that deliver advertisements and coupons can all be part of a marketing strategy that helps create a strong mobile presence for fast-food businesses.
There are also long-followed, tried-and-true strategies that restaurants have drawn on to become successful. If a fast-food restaurant has the capacity to cater events, then it needs to feature this ability in its promotional materials. Catering can become a major source of revenue to supplement normal day-to-day sales, so fast-food restaurants need to highlight their catering services.
The imagery that you use in your marketing materials also needs to be high-quality. It pays to invest in a high-quality photographer to develop content for both traditional and digital marketing materials. Fast-food restaurants that can deliver highly polished imagery are more attractive to consumers than low-quality content that seems like it was rushed.
If your images help attract people to a social media landing page or a website, you can start building an email list through which you can market directly to an already interested customer base.
The email marketing list is important to a larger part of a restaurant’s marketing strategy: the creation of a loyal consumer base. The email marketing list can help a restaurant get in contact with its customers more frequently, feature events they’re hosting and advertise new sales that are happening.
These email efforts should be supplemented with other strategoes that increase loyalty, such as a customer-loyalty program that rewards people for coming back frequently. Restaurants should also be responsive to the needs of their customers and highlight their ability to quickly react to their needs and concerns.