The Wendy's and Honest Tea Partnership is the Chain's First Organic Item
Rebecca Byers — May 7, 2015 — Lifestyle
References: usatoday & brandeating
The recently announced Wendy's and Honest Tea partnership will see the fast food chain and the Coca-Cola-owned beverage producer launch an exclusive organic real-brewed tea. To be introduced into the Wendy's menu lineup, the organic tea will be the first organic menu item for the brand. A 20-ounce glass of the Wendy's and Honest Tea Tropical Green Tea will be priced at $1.69, while a glass of the chain's regular sweet tea is priced at $1.39.
Given the progression toward consuming organic foods and beverages over the past decade and the need for fast food giants to reach out to the female millennial demographic, the Wendy's and Honest Tea partnership makes a lot of sense, marketing-wise. By testing out an organic menu item, Wendy's is likely hoping to both bring in new self-described health conscious consumers while also testing out the marketability of organic products, especially when one considers the price difference.
Given the progression toward consuming organic foods and beverages over the past decade and the need for fast food giants to reach out to the female millennial demographic, the Wendy's and Honest Tea partnership makes a lot of sense, marketing-wise. By testing out an organic menu item, Wendy's is likely hoping to both bring in new self-described health conscious consumers while also testing out the marketability of organic products, especially when one considers the price difference.
Trend Themes
1. Organic Fast Food - Fast food chains are exploring the addition of organic options to their menus to cater to the increasing demand for healthier food choices.
2. Beverage Partnerships - Collaborations between fast food chains and beverage producers offer an opportunity to create exclusive, unique and healthier beverage options, which can be marketed effectively.
3. Marketing Organic Products - The creation of organic food and beverage products in fast-food chains offers an opportunity for businesses to test the marketability of such products, and in turn, promote the importance of healthy eating options for the new health-conscience generation.
Industry Implications
1. Fast Food - Fast food chains can bring in new customers by introducing organic, healthy menu items and in turn, appeal to the increasingly health-conscious customer base.
2. Beverage - Beverage producers can collaborate with fast food chains to create unique and exclusive beverage options like organic teas or other health-conscious options to cater to the growing demand for health-conscious drinks.
3. Food and Beverage Marketing - By partnering with fast food chains, beverage producers and organic food producers can develop innovative and effective marketing strategies to promote healthy eating options to the new generation of health-conscious consumers.
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