We all know that proper marketing of your food brand is just as critical as the food you serve your customers. Effective marketing differentiates your concept from the next, defines your audience, and connects you to them in a positive way.
One of the most powerful ways to bond with your customers is through emotion. Your beliefs and values are what attract customers to your company, so your brand and marketing are critical to maintaining loyalty. How you convey your mission to your customer sets the tone for any future interactions.
Here are some ways that well-known brands are building successful consumer relationships:
ZPizza: their Nice zSLice program is a partnership with 200 nationwide schools to reward kindness. Each October during National Bullying Prevention month, teachers can offer complimentary coupons for slices of pizza to students as a way to reward kind behavior towards others. The initiative also includes pizza parties and materials that educators can use in the classroom.
Chick-Fil-A: just announced in early January, the “Moms” valet service is a new program to help hectic families make the ordering process easier. Parents with little kids can first order through the drive-through, requesting a valet. Once they receive their order in the car, they dine in the restaurant, at an assigned table including the exact number of high chairs that the family needs. The idea came from seeing young families struggle with the ordering process all while trying to wrangle the little ones. Once again, Chick-Fil-A honors its commitment to its family values.
Red Mango: the company created its Raw6 one-day juice cleanse with the help of Erika Bernhard, a registered dietician with Crave Nutrition Solutions LLC. The Raw6 retails for $42.00 and includes 6 specially crafted fruit and vegetable juice combinations. The program, developed with the healthy consumer in mind, provides a juice cleanse that is easy and approachable for the consumer. The products provide a healthy cleanse option without having to compromise on nutrition.
&Pizza: the brand has been offering free “&” tattoos to its employees, more commonly known as the “tribe”, for the past year. It also offers the free tattoo to its loyal customers once they spend $1500.00. They consider their brand, a “human” brand, and the “&” tattoo is clearly aligned with their core value set and celebration of “oneness”.
Pizza Patron: in an effort to their appreciation to veterans, Pizza Patron just launched its “Veterans Por Favor” program. Fully qualified and honorably discharged veterans will get the $20,000 fee on their first restaurant waived by the company. The program, set to run through the end of 2016 and available in Texas, makes a franchise offering a reality for candidates with the qualifications but not the bankroll.
Nekter Juice Bar: in a program clearly targeted to consumers trying to eat healthier, Nekter has designed a program to instill healthy habits in its consumers. Titled “21 Days of Nekter”, it represents the minimum number of days it takes to instill a new habit. As part of the program, they also offer a 6 bottle cleanse, including Activated Charcoal Lemonade and Green Nut Milk, as well as two seasonal soups (“Creamy” Tomato and Butternut Squash).
DQ: in a new twist, DQ is offering their blizzards served to the customer upside down. This is a call out to their values of quality and started January 1st. If your blizzard is not served to you upside down, your next one is free. The new program highlights the company’s philosophy of offering innovative and unexpected flavors and trends.
How do you connect with your consumers? In the end, your ability to interface effectively with your audience is critical to your brand success.