There’s a chain of fast food chicken restaurants in NC called Zaxby’s. I’ve yet to eat there but am sure it’s competitive with others in the space. I’ll have to do some research. Yesterday I had a couple of meetings and presentations in which I discussed the “Fruit Cocktail Effect.” When a brand tries to be too many things, goes the theory, it becomes none. Fruit cocktail, is a sweet sugary mess rather than a mélange of grapes, peaches, pear and cherries.
I watched a Zaxby’s TV spot last night and noted how very plain it was. Pictures of human beings, chicken shots, nature, nurture – the ad could have been for any product. The culprit? Fruit Cocktail.
Zaxby’s tagline (de facto brand strategy) is “Friends. Family. Flavor.” That’s three claims – if they can even be called claims. Flavor might be the closest thing to a claim.
No doubt Zaxby’s gets the chicken right — because they are a successful business. Now they need to get the brand right. Zaxby’s needs a single claim behind which it can load up its proof. Make a claim…and prove it every day.