Advertising in Fast Food Retailing

Research Objective:

To find out which type of advertising works in fast food retail

Methodology

Sample Size : Data was collected from 60 people

Random Sampling: All the respondents were picked up randomly as and when

they entered the Joint.

Analysis:

Percentage method with the help of Pie Charts & Bar Graphs.

Indian Fast Food Advertising

The Indian fast food culture is here to stay, and the market is getting bigger each year.

American fast food brands such as McDonalds, Pizza Hut and various others have latched

on to the heightened lifestyle aspirations of a young, cash-rich and not necessarily

fastidious younger generation.

The psycho-sociological aspect

Foreign and domestic fast food franchises are targeting the Indian yuppie's yen for

everything American - everything that spells life in the fast lane and reflects a break from

the traditional partisan mindset of the previous generations. Thanks to a decisive break

from traditional family formats and the birth of the Indian Dual-Income Family, India's

middle class is rapidly turning into a 'eating out' lot. In fact, the money that this

component is spending on eating out is growing at an annual rate of 20 per cent. There

has also been an exponential rise in urban working women juggling home and career -

easy prey for fast food chains capitalizing on the 'available time' crunch.

Satellite TV, print glossies, the radio and focused advertising in glitzy malls and

shopping complexes pitch in to feed the craze for glamorous and convenient foreign and

domestic fast food products.

Fast food advertising

Increased competitiveness among fast food brands is resulting in advertising campaigns

that further whet the Indian appetite.

Fast food providers need to focus on quality and variety of food besides other service

parameters. There is need to communicate the information about hygiene, service,

ambience and nutrition values of fast food which will help in building trust in the food

provided by fast food players and help it survive in a highly competitive market.

Fast food advertising to children

Marketing gurus know all the tricks on how to get fast food advertising to children. The

lure of toys, game pieces and pester power nets fast food advertisers results. Over 10

billion dollars is spent on fast food advertising to children annually in numerous fashions.

The majority of these ads are for food and drink that is high in fat, sugar, calories, salt

and low in nutrients. It’s not as much the advertisement itself as much as it is the tactic

used to entice our children to want their product. The most obvious media venue is

television advertisement. The marketing gurus know how to get into children’s heads and

how to get their most wanted response. They know that children can and do influence

their parents when it comes to food purchases.

Appeals Used by Fast Food Retailers

Fast Food advertisements use a range of appeals to promote a product.

Rational appeals: This would include advertising focusing on attributes such as:-

1. Service: Dominos 30 Mins Delivery.

2. Ambience: Café Coffee Day, Barista.

3. Price: Dominos 35 Rs Pan Pizzas, McDonalds Happy Price.

4. Food Taste: KFC – Finger Licking Good.

Emotional appeals: Emotions are definitely a critical factor in consumers, accepting and

loving brands. Promotions like small offers & reduction in prices or buy & win leaves

short term impact on customer’s mind where as emotional appeal helps an advertiser to

put long lasting impact.

Fast food advertisements in particular seemed to focus on building brand recognition and

positive associations, through the use of licensed characters, logos, and slogans. Their

focus is on creating an atmosphere or a situation to which the consumer can easily relate

to. Most of the young Indian consumers visit fast food outlets for change and fun.

Therefore day to day experiences are incorporated in the advertisement to make it more

authentic, memorable and to have a top of mind recall.

ANALYSIS

1. Which is the brand that comes to your mind when you think of fast food (burgers)?

a) McDonalds b) KFC c) Bembos

2. When I say “Mc Donald’s / KFC” which is the first advertisement comes to your mind ?

Preferred Fast Food Joint

3. Where did you first the advertisement? a) Magazine/ Newspaper b) Billboard c) TV d) Word of mouthe) Pamphlets

Medium Of Advertisement

4. Did the advertisement influence you to go and try the product? a)Yes b) no

5) Identify the tagline of McDonald/ KFC?

a. I’m lovin’ it! :b. It’s Finger Lickin’ Good! :

6) If you had to describe the advertisement, how would do so?

Stage Fright Ad

Sunny Deol Ad

Krusher AD

Muttiah Muralitharan Ad

7) What did you recall most from the advertisement?

a) Mascot b) Tagline c) The story line d) The offer

e) Any other: _________________________

8) On what occasion do you usually visit MC Donald’s or KFC?

Mc Donalds

a) Celebration or to enjoy b) when you have discount coupons c) When a new product is introduced d) when you visit a Mall

TOP OF THE MIND MCDONALDS ADVERTISEMENT LIKED BY PEOPLE

1. McDonalds Mein Hai Kuch Baat – Stage fright ad

Story Board

The Advertisement showed child getting tensed in a fancy dress competition and

forgetting his lines. His father then takes him to McDonald’s where he forgets all his

fears and gives a brilliant performance appreciated by all in the restaurant.

What did they recall most about the ad?

The story line - Where every child in India could relate itself to the advertisement

and it gave the parents the idea that if their child were unhappy, taking him to

McDonald’s would definitely bring a smile to his face

The Jingle – Mcdonlds Mein hai kuch baat

Impact

The advertisement struck an emotional chord with customer

It attempted to establish an emotional connect between the Indian family and the brand.”

Reason why these people visited McDonalds

Celebration of their Childs Victory, achievement, enjoy and cheering up their loved ones

The advertisement has a high recall and is a very memorable advertisement.

2. “Apke Zamane Mein Baap Ke Zamane Ke Daam” Advertisement

Story Board

A Sunny Deol look-a-like at McDonald’s demands a Mc Aloo tikki burger. The petrified

manager tells him that it is for twenty rupees.  Hearing about the low prices, his father

comes out of him (Dharmendra’s double) and says, “Maa kasam, yeh toh hamare zamane

ke daam hain.”

What did they recall most about the ad?

20 Rs: Where campaign stressed that prices have not risen even though time has

passed through it highlighted McDonald’s affordability platform.

Bollywood look alikes

Impact

Even years since the campaign has been launched people still remember it because of the

price tag that was attached to it. The fact that you can get a burger and a cold drink for

just Rs 20 makes it seemed like a blast from the past.

Reason why these people visited McDonalds

Price : The 20 rupees Meal Induced people to and grab a meal at Mcdonalds

The idea – getting a meal in as little as 20 bucks, was highly successful.

3. KFC – Krusher Advertisement

Story Board:

The TVC opens in a KFC store, where a middle-aged man is having his meal. Suddenly,

he hears a strange sound and looks up to find a young girl making strange puckering

gestures at him. The man is a little taken aback, but the girl continues to pucker at him.

The ad then breaks into the product window, where we see cookies mixing with milk,

milk falling on lips, cocoa beans being ground and ice being crushed. Next, the

ingredients are blended together to form the shape of the Krushers tumbler. The film cuts

back to show the girl holding a glass of Krushers and taking a long deep sip. The man

now understands that the girl was simply enjoying her drink and he smiles. The

ad ends with the tagline, 'Really thick, really tasty', as the last shot has a range of Krusher

tumblers exploding.

What did they recall about the ad?

People recalled the advertisement only because they dint like it. They felt the ad was

overly done and too exaggerated. Perhaps the ad was too sensuous to be accepted by the

Indian audience particularly because it was for food.

Impact

However the advertisement made the people go and try KFC Krusher. The advertisement

managed to make a point that it was tasty.

Reason why people visited KFC?

The ad had a negative impact. And because of this they remembered the ad the most

which induced them to go and try the new product – Krusher.

4. Muttiah Muralitharan Advertisement of KFC

Story Board:

The film opens at a cricket stadium where Murali is getting ready to bowl. A hush falls

over the stadium as he gets ready for the run up. Then he begins licking his fingers,

which is part of his unique bowling action. Suddenly he goes into a trance and continues

licking his fingers with a lot of relish, much to the bewilderment of the other cricketers

and the crowd. Cut to a 'super' on the screen, which reads 'Before' and one sees Murali at

a KFC restaurant enjoying a 'Zinger' burger, which has him licking his fingers in

gastronomic satisfaction.

What did they recall about the ad?

Cricketer: The commercials featuring Muralitharan brought the proposition alive

in a refreshing and fun way. Cricket is a religion in India & by using Muralitharan

in the ad; KFC was able to strike a chord with the Indian consumers. This led to

an increase in their brand recall.

Tagline – Finger Licking Good

Visual Images of the Meal

Impact:

The advertisement made the consumers associate the brand with a cricketer

/sportsperson and therefore was remembered.

Led to a 35 per cent increase in sales.

Advertising slogan of KFC – “Its Finger licking good “was highly successful

and long-lasting

Reason why people visited KFC

The visual images of the meal tingled Peoples taste buds and induced them to visit KFC

CONCLUSION

In the ad world it is said that “Attribute advertising creates a space in the wallet of the consumers, & Emotional advertising creates a space in the heart of the consumers”

While an emotional marketing campaign may be more effective, creating ads that engage consumer emotions isn’t easy.