Taco Bell Pulls Ad For 2013 Superbowl

Taco Bell 2013 Superbowl Commercial Pulled Due To Complaints 

As I have said on a previous post, what is wrong with the QSR marketing people these days? If you read my rant you would know what I am talking about.

We all know that the Superbowl commercials are really expensive and the companies that can afford the millions per ad go all out to ensure their ads are memorable and they get their monies worth. This includes spending a lot more on production, talent and creative.

The point of the Superbowl ads are to be as hard hitting as possible and to elicit a response from the consumer. Hopefully that response is to go out and buy whatever product is being advertised. Some of the advertisers stretch the boundaries of good taste or get a little creative and ethereal but millions wait to see the end result the best ad makers the in the world can offer. No one can deny the power and depth of the Ram Trucks ad, the awwww factor of the Budweiser Clydesdale ad and the squirm in your seat Go Daddy offer.

There were a couple of ads that weren’t and the one that I am talking about is the Taco Bell Variety 12 pack ad. This ad shows someone arriving for a Super bowl party with a vegetable platter and the not so enthusiastic response along with a voice over stating that turning up for a Superbowl party with a veg platter is not really appreciated. You get the idea.

OMG how offensive can you get!! Angry veggie fans complained so much about  the ad that mocks vegetable eaters that Taco Bell made the decision not to air the ad and wasted enough money to feed a small town for a year. Why? Because the veg heads of the world decided that a commercial degrading vegetables should not go to air. The Center for Science in the Public Interest were the main culprits and no, I will not give you a link to their site because they don’t deserve it.

It’s the Superbowl! One of the few days a year when people relax, eat wings and other foods that are bad for you and watch a great game of football. What is wrong with that. There should be at least a few days a year that can be totally veg free. It is your choice to eat vegetables or not, not some quasi official organization that believes the American consumer is stupid and needs to be told what to eat, when and how much.

What You Eat Is Your Choice

Now don’t get all righteous on me, I fully understand that we have an obesity epidemic and a lot more can be done to educate people on healthy eating habits but it comes down to personal choice not the likes and dislikes of The Center for Science in the Public Interest or any other organization that thinks it’s point of view is the only one that should be listened to. As a protest I will refuse to eat vegetables for a week!! That is until the other quasi official organization that I am married to puts her foot down, lets me know what an idiot I am and tells me to shut up and eat my vegetables!

One other comment. Taco Bell, you need to grow a pair and stop listening to these minority interest groups.

Here is the offending ad.  Let’s hear your thoughts on this.

Restaurant Marketing 101 – Loyalty Marketing

Loyalty Marketing For Your Food Business

As promised the first and one of the most important items in my Local Store Marketing guide is customer loyalty programs.

Loyalty programs are any means a business uses to grow sales and customer base through repeat business from existing customers. This can also be used to gain new customers but once they step into your establishment hopefully they become repeat or existing customers.

Start by offering the customer an incentive to use your services rather than your competitor. This incentive must be strong enough to outweigh the convenience of a nearer competitor or even a competitor with a superior or better priced product.

This normally takes the shape of a deal that allows a customer to gain a reduced price, an addition product, or other long term incentive. The trick to any loyalty program is to make that incentive available after several visits to your establishment.

The most successful loyalty program for the restaurant and QSR business in my opinion is the “Buy 10 get one free” or “Buy 5 get one free”, it doesn’t matter what the amount is but it does matter that your profit margins on the program should still be healthy and that any loss for the give-away is more than matched by the increase in sales on a daily basis. This is particularly suitable for coffee shops, bakeries, fast food or any business where the price of the main item is between $1 and $10.

Take a coffee shop for example. Average price for a coffee is about $4 depending upon where you are. Most working people in reasonable sized cities have a coffee at least once a week, some have several a day. The customer walks or drives by many coffee shops on their way to work every morning and many large office buildings have their own coffee shops. So how to you compete with all this choice?

A Loyalty Card.

The best way to handle the mechanics of this program is to get cards printed with your logo and a place for the customer’s name and email address as well as room around the outside to punch 10 holes. You should have a unique hole punch made that is only found at your business. I have had a custom hole punch made for less than $40. Make the design of the hole something to do with your logo or something unusual. Many coffee shops are using a hole punch in the shape of a coffee cup so try to stay away from that design. Be sure to have the place for the customer’s contact details.

The collected information can be used in many ways, emails with new offers or products, contacting them if you haven’t seen them for a while, (you or a team member may have upset them) additional loyalty programs for your best customers; for example a draw of used cards for “Free Coffee For a Week”.

When the customer places an order the server asks if they have a loyalty card. If they don’t they ask if they would like one and explain the offer. The customer orders a coffee and the server punches a hole in the card.

When the customer has all 10 holes punched the server can tell them that their next one is free when they bring back the fully punched card. How you handle it is up to you – it may be that you wish to give them their 10th coffee free. Fully punched cards are then collected and a new one given to the customer.

Note: The cards should be small enough to be carried in a wallet or purse ( business card sized) and if a customer has more than one card with, lets say, 4 holes on one card and 6 on the other, then you must honor the 10 holes. Also if you see a customer with two or three cards, offer to consolidate the number of punches onto a new card and discard the old ones.

The coffee shop idea can be adapted to many different types of businesses and is not exclusively for low ticket average products. I know of higher end restaurants that use it too. Office workers will offer to get coffee for their co workers so they get a free one for their trouble. And I know of more than one boss that buys his/her entire team coffee on a Friday and enjoys his free one with his spouse on the weekend.

Be creative in your local store marketing, look at what your competitors are doing and how they are making their customers more loyal to their business. Adapt ideas that you see, not only from the food industry but from any type of business and get started.

With Back -to-School around the corner, next week I’ll talk about some ways to get your product out in front of the students and kids…

 

Coffee Drinks For Summer-Recipes!!

Its summer and the schools are all out for the holidays and it is time to start thinking about how you can capitalize on the season by adding summer beverages to your menu. They are easy to make, have a high profit factor and can bring a whole new customer base into your business. You can introduce one or two to start with or look at a whole range of new cold beverages.

Coffee can be made several ways as a base for cold beverages, the two best are using shots straight from an espresso machine or cold filtered with a long brew in cold water overnight.

If you already have a blender then the variety of beverages is almost endless. If you don’t have a blender and don’t want to spend the $1500 – $2000 for a top of the range commercial model then check out some of  used equipment websites on the net or if local health and safety laws allow it, head on down to your local Walmart or appliance store and buy a good domestic model. Don’t forget to order spare blades, o-rings and have at least two blenders on hand. One for milk based products and one for juice based products. Label one “Dairy” and the other “Non Dairy” You have to be careful not to mix them up for your lactose intolerant customers.

Coffee based cold beverages are always a favorite while the Italian sodas and fruit juice based smoothies are hot items on any beverage menu.

Check your local supplier for flavored syrups including Mocha, chocolate powder both sweet ground and white chocolate and cookies and a few of the tiny candy bars that can be blended with the milk based beverages to add that WOW factor.

Some of the flavored syrups that you should think about are:

Caramel

Vanilla

Strawberry and any other berry that you think will do well in your market

Lime

Orange

Hazelnut (make sure it does not contain any actual nuts)

Anything else that will appeal to your customers 

Be creative and try combinations that you believe will work. Test them on your team and family.

Here are a couple of easy recipes that are standard throughout the world to give you a start. You will have to play around with exact measurements dependant your glass size.

Italian Soda

A shot of flavored syrup over ice and top up with soda. Garnish with lemon slice, parsley or mint

Iced coffee

Shot of espresso or double amount of cold filter coffee over ice and top up with milk

Vanilla, Caramel or Coconut iced coffee

Add a shot of the appropriate flavored syrup

Iced Mocha

Make iced coffee as above with ice to almost the top of the glass and pour into blender add a tablespoon of sweet ground chocolate powder and blend till smoot and no ice chunks left. Pour into original glass and sprinkle with chocolate powder.

Oreo Smoothie

As above but add one or two Oreo cookies and blend till smooth

Fruit Smoothies

Use only high quality pure fruit concentrate made especially for the beverage market.

In a glass quarter fill with water another third of fruit puree and heap the rest with ice. Pour into a blender and blend till smooth and no ice chunks left. Pour into the original glass and garnish with fresh fruit if necessary. Mix and match to liven things up or add fresh fruit to make a healthy option.

A couple of tips:

  • For carryout use clear plastic cups with lids that allow whipped cream to be added above the cup line.
  • Have chocolate sprinkles and chocolate powder in shakers for the customers to add themselves
  • Make whipped cream an option, free of charge if possible or build it into the price and advertise “Free Whipped Cream”
  • Daily or weekly specials on a chalkboard is always a good way to advertise and gives it that “Fresh Daily” feel.
  • Most chocolate powders are pre sweetened as are the fruit smoothie puree’s but the iced coffees and real fruit smoothies are not so think about sugar packets or simple sugar syrup as a sweetener.

Good mixing and don’t forget to be creative.