Fast Food Marketing

The Web’s Specialty.

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There’s a cool story in today’s New York Times about single-food restaurants. It stands to reason that enterprises of this type can only thrive if the food is excellent and the stores located in highly populated areas.  In NYC you can take out and, in some cases, eat in at a Mac and Cheese store or a meatball store. There are places that sell only mussels, only rice pudding, and only fried chicken. It’s a growing phenomenon. Specialization suggests focus; a focus on quality, ingredients, product and knowledge.

In mid-town Manhattan, where there are probably a half million lunches served within walking distance of any high-rise, there are lots of options. So why not go to the best option; the place that specializes? The place that eats, breathe and sleeps its specialty. Forget me not that this type of store can scale well and have a supply chain with amazingly fat margin opportunities. That’s gravy at the gravy store.

This is a key chapter in the story of the Web — and where the web is going.

I’ve written before about “worldwide pricing” and the ability to search the world for the best prices.  Well, how about searching the world for the best quality? The ability to do so is a web app. And specialization and focus are the tools of that trade.

We are bound by product and service mediocrity because of geographic and time limitations. And because of supply and demand.  Well, say buh-bye to these barriers.  Ima stop there and let you entrepreneurs ponder that for a while. Ponder, Ponder.  Peace!

Burger King Futures.

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The Burger King Whopper is a great product. Many people, myself included, feel it is far superior to McDonald’s Big Mac.  The problem with BK has always been product consistency. One day a Whopper can be sublime – the perfect fast food burger.  Fresh, crunchy, a perfect combination of backyard BBQ, veg. and condiments (the tomatoes are always an issue in the winter), the next day it can be cold, greasy and sporting an almost fruit cocktail-like mush of ingredients.    

As a student of Burger King, I thought their investment in new broiler technology a year or so ago was going to change the fast food world. It did not. McDonald’s is still kicking their butt in consistency. Broiling is BK’s point of difference, but it won’t hold up to poor in-store execution.

Today a Brazilian consortium of investors by the name of 3G is likely to make a move on Burger King.  In my view they are buying a business and a brand with so much upside it’s scary. The new owners need to establish almost NASA-like precision, though, with regard to product quality, especially in franchise stores. Forget the advertising for the moment. Forget the children’s playrooms and store color palette.  Get the core product right, make it consistent and the category will turn in your favor. Especially as you roll out internationally. Peace!