Quote:
Originally Posted by apocalypse_fives
Let's start with something much smaller...
Why no branding on the packaging (bags,burger wrap & fry cup)? What is the family logic behind this? The paper costs are inconsequential at your volumes & unless there is a future plan to “own” the greasy brown bag, I just don't get it.
For the most part customers are not paying attention to us until they want something. If I am walking around, getting hungry & see people walking around with 5G bags in hand, I'm consciously or subconsciously make an immediate decision on adding 5G to my list of options or excluding it.
Actually, cost
is the reason-everything goes into the product. As an industry pro I think you would agree, product is king. I can't speak for the family, but everything they say is this just another way to put every penny into a quality product, and holding the line on everything else-
Its important to know that I believe very strongly that if you cannot be passionate about whatever it is you are selling, then sell something else. its PRODUCT, PRODUCT, PRODUCT-everything else is second. If you sell crappy burgers, it is irrelevant how clean your place is, how nice and earnest the staff is, or how well put together your systems are, your still selling crap and eventually you will fail. An example: Smashburger, who is an excellent marketer, has really neat paper items, and nifty trendy buildouts- have come and gone (their first location opening shortly before ours)recently they closed all locations in this market-how could they have not blown us out of the water?
I understand how you feel about the branding strategy the Murrells have chosen, and that you would not follow the same path. I personally like that we am not forced to buy napkins and bags and wrappers etc that have FG all over them-I don't want to pay extra for this and don't think it will grow the brand-actually I think these items tend to backfire often when they become trash in the streets and foster resentment.
I agree with you that we would benefit from some more traditional marketing to encourage repeat business/remind consumers of our quality and heritage. However, I was aware of the strategy when I bought in to this, and all I can do is offer my opinion when asked.
Last edited by IAMthepokerhack; 11-12-2014 at 04:03 PM.