{"id":18067,"date":"2023-10-19T16:19:55","date_gmt":"2023-10-19T16:19:55","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/how-some-food-brands-are-rethinking-customer-retention\/"},"modified":"2023-10-19T16:19:56","modified_gmt":"2023-10-19T16:19:56","slug":"how-some-food-brands-are-rethinking-customer-retention","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=18067","title":{"rendered":"How some food brands are rethinking customer retention"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Unless you live under a rock, you\u2019ve probably heard of the fast-food chain Wendy\u2019s\u2014and you\u2019ve probably also munched on a Baconator or slurped down a Frosty.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">That doesn\u2019t mean Wendy\u2019s can rest on its laurels, according to Carl Loredo, Wendy\u2019s global CMO.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cThe more dollars you have, the higher likelihood you can have to get lazy,\u201d he said on Tuesday at Advertising Week New York.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Wendy\u2019s isn\u2019t the only major brand seeking new marketing strategies to help it maintain market share, especially as the pandemic and inflation have reshaped consumer behavior. Hershey\u2019s also took to the stage to talk about how it keeps consumers coming back and appeals to more demographics.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Delivery, please:<\/strong> One major factor Wendy\u2019s had to shape its marketing around was the effects of the pandemic on consumer behavior. Wendy\u2019s, which \u201chad been known as the queen of late night,\u201d saw less late-night foot traffic due to the pandemic, Loredo said. As a result, Wendy\u2019s has leaned into partnerships with food-delivery giants like UberEats and DoorDash in an effort to increase digital delivery.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Vinny Rinaldi, US head of media and analytics at The Hershey Company, has also leaned into delivery, particularly to target the younger consumer set. While historically, a lot of Hershey\u2019s purchases were made impulsively at places like gas stations or drug stores, Gen Z\u2019s shopping habits are different.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Rinaldi said that his Gen Z cousins \u201csit in their basement for four hours and play video games and order everything on DoorDash or UberEats, and they don\u2019t move.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cHow do you show up for that four-hour gaming moment?\u201d he said. \u201cThey\u2019re never going to be at the store, but they\u2019re sure as heck ordering a lot of food.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Face the competition:<\/strong> Wendy\u2019s position as one of the bigger fast-food purveyors presents some unique marketing challenges. Given that its competitors often run similar promotions for similar products, \u201cmisattribution is a giant challenge within QSR, because we all sell hamburgers,\u201d Loredo said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cThere\u2019s a lot of two-for-five and two-for-six offers out there, and there\u2019s someone that is mostly yellow that\u2026advertise[s] a lot more than us,\u201d he said, in a not-so-subtle reference to McDonald\u2019s.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>House of brands: <\/strong>At Hershey\u2019s, marketing the company\u2019s various products to different consumers requires careful consideration, especially since brands like Reese\u2019s offer different products for consumers with different tastes and dietary restrictions.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cIf you look at [categories like] zero-sugar and plant-based, those are Reese\u2019s and Hershey\u2019s bars,\u201d Rinaldi said. \u201cHow do you play the core messaging\u2026to the consumer that has either a reason for needing zero-sugar or just wants to try something different?\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Find someone new:<\/strong> Wendy\u2019s recently dug into customers demographics in an effort to identify segments that could have future growth potential. For example, Loredo noted that people working graveyard shifts are often looking for food late at night, \u201cand their options late at night were really sorry food.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cWe want to say, \u2018Hey, we\u2019ve got your back all the time and always,\u201d he explained, \u201cYou just got done working your tail off; we\u2019d love to serve you a great Wendy\u2019s cheeseburger.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/10\/19\/how-some-food-brands-are-rethinking-customer-retention-strategies?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unless you live under a rock, you\u2019ve probably heard of the fast-food chain Wendy\u2019s\u2014and you\u2019ve probably also munched on a Baconator or slurped down a Frosty. That doesn\u2019t mean Wendy\u2019s can rest on its laurels, according to Carl Loredo, Wendy\u2019s global CMO. \u201cThe more dollars you have, the higher likelihood you can have to get [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":18068,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-18067","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How some food brands are rethinking customer retention | Brandiary<\/title>\n<meta name=\"description\" content=\"Unless you live under a rock, you\u2019ve probably heard of the fast-food chain Wendy\u2019s\u2014and you\u2019ve probably also munched on a Baconator or slurped down a\" 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