Fast food brands send customers on a detour to increase engagement
Trend - Historically, drive-thru fast food counters have centered on convenience as their main point of value. The recent evolution of convenience culture and food delivery has caused some brands to subvert this idea and actually use drive-thrus to send customers on a branded detour.
Insight - As branded engagement continues to modernize, consumers are no longer satisfied with brands simply offering more of the same when it comes to the experiences and campaigns they curate. Activations and campaigns that directly involve the consumer have appeal because they're interactive, and as a result consumers feel more loyalty to the brands that offer them.
Insight - As branded engagement continues to modernize, consumers are no longer satisfied with brands simply offering more of the same when it comes to the experiences and campaigns they curate. Activations and campaigns that directly involve the consumer have appeal because they're interactive, and as a result consumers feel more loyalty to the brands that offer them.
Workshop Question - Identify the parts of your business that aren't working hard enough to deliver value for the consumer. Is there a way to reposition or reframe them to create value?
Trend Themes
1. Branded Detour - The use of drive-thrus to send customers on a branded detour enhances consumer engagement.
2. Interactive Campaigns - Consumers are more loyal to brands that offer interactive campaigns involving the consumer.
3. Misleading Promotions - Purposefully misleading promotions offer a humorous marketing ploy.
Industry Implications
1. Quick Service Restaurants - Fast food chains could enhance their customer experience by adopting fun and interactive drive-thru features.
2. Transportation - Ridesharing companies could collaborate with food outlets to provide customers with convenient yet unique detours.
3. Marketing - Marketers could leverage humorous and attention-grabbing promotions to promote their brands.
