These days, “open letters” seem to be all the rage, whether in social activism, or in marketing. Within the competitive world of quick-serve restaurants, there has been a longstanding debate about whether to address the competition head-on, calling out their flaws, or to simply let your own product do the talking and stand alone. These days, it seems that more and more are doing the former – with the most prominent example being a letter from Burger King calling out McDonald’s.
Key Takeaways:
- Lately, we’ve been hearing a lot about “open letters” from businesses towards their competitors.
- This completely averts the traditional stance of letting your own product simply speak for itself.
- But, does it work? Well, as is usually the case, the answer is “It depends”.
“Open letters traditionally are paid advertisements in publications, but they’re also popping up as online statements or in news releases.”
Read more: https://www.qsrmagazine.com/consumer-trends/does-publishing-open-letter-your-competition-work
Subway’s Loyalty App Splits Consumers
The new age of App ruled business has attempted to make a toe hold for Subway. Looking to revamp their business image after their spokesman went to jail for heinous crimes and the allegations of foreign material in the breads, the remodel has been met with mixed reviews. While the remodel and menu structure has attracted some new customers, those who are brand loyal have shown about a five percent drop in their approval rating of the restaurant. Translated into real world numbers, this means that more than 1000 stores that performed poorly are now closed with many more to come over the next two years, with franchise buy in increasing.
Key Takeaways:
“According to consumer research firm YouGov BrandIndex, the world’s largest sandwich provider curried favor with new customers but potentially deterred brand loyalists.”
Read more: https://www.qsrmagazine.com/fast-food/subway-s-loyalty-app-splits-consumers
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