360° Coverage : Stealth Ads: How Restaurants Are Building Customer Loyalty On...

2 Updates
Stealth Ads: How Restaurants Are Building Customer Loyalty On YouTube
Photo Credit: Forbes Business

Stealth Ads: How Restaurants Are Building Customer Loyalty On YouTube

Mar 14 2014, 11:04am CDT | by

Consumers are increasingly fast-forwarding past traditional TV ads, long the bastion of chain-restaurant marketing. How can eateries keep their brand in customers’ minds? A growing number of savvy...

Filed under: news

 
 
 

28 weeks ago

Stealth Ads: How Restaurants Are Building Customer Loyalty On YouTube

Mar 14 2014, 11:04am CDT | by

Consumers are increasingly fast-forwarding past traditional TV ads, long the bastion of chain-restaurant marketing. How can eateries keep their brand in customers’ minds?

A growing number of savvy chains are turning to YouTube and posting informational or instructional videos designed to inform and amuse diners — and keep their brand top of mind. From there, if a brand is lucky, social-media sharing spreads their “useful” videos far and wide.

It’s a way of reaching out to customers with something that’s not the usual, relentless “Come in for our $2.99 chicken special” type of hard-sell ad.

Here are a few examples of the restaurants using the YouTube info-video approach, and the angles they’re taking to draw customers in.

Build loyalty with transparency

When the rumor mill turned yet again with urban legends about gross stuff that might be in its signature Chicken McNuggets, McDonald's responded not with a staid press release, but with a video tour of its McNugget-making plant at supplier Cargill's factory in Canada.

Posted to YouTube, the matter-of-fact video puts to rest the idea that ammonia-treated beef sometimes called pink slime or pink goop might be in the McNuggets.

By pulling back the curtain on its production process, McDonald’s reassures diners the food is wholesome. Message: We don’t have any secrets from you. You can trust us to feed you.

Provide useful information

In the case of national seafood chain Red Lobster, the chosen approach is how-to information that makes it more likely you’ll come visit. To be specific, a “Lobster Crackin’ 101″ video featuring company chef Heidi Lane.

The pro-looking, Food Network-style video comes off as pure info-tainment — even though it’s really a social-media ad for the chain. “Come see us today and try out your new skills!” Lane concludes at the end of the video, after showing us her tricks for getting the last bit of lobster meat out of the skinny legs.

Be useful — and funny

Another recent example of how-to bonding comes from Buffalo Wild Wings The chain posted a series of “Fandamentals” videos on how to get the most out of the March Madness college basketball season, including this one on how to identify Cinderella teams:

Here, the association with the chain is less direct, but the message is there — be a fan of our brand, too, and celebrate March Madness at a Wild Wings near you.

Show our values align

One of the first chains to make strong use of YouTube videos was Chipotle. Its approach won’t be for every chain, but making a strong stand against factory farming in its “Back to the Start” cartoon got it a ton of buzz.

Where will restaurant videos go next? Chipotle has since moved on to video brand-building at another level — they’ve got a four-episode original series on Hulu, Farmed and Dangerous. You might think the show would be a thriller, but it’s more of a dark comedy about “the outrageously twisted and utterly unsustainable world of industrial agriculture.”

In other words, more of Chipotle’s brand philosophy, but wrapped in a more sophisticated and longer-form package. Here, Chipotle goes beyond the info-video and veers into edu-tainment.

Lest you think the company takes itself too seriously with its sustainable-farming crusade, the show opens with a faux commercial that self-satirizes Chipotle’s anti-factory farming stance: “These hippies want to manipulate you into believing that real food is better than processed food,” intones series star Ray Wise of Twin Peaks fame, who plays the head of the evil Industrial Food Image Bureau, of I.F.I.B. “Smells like communism to me.”

The plot of the first episode — which has garnered 43,000 Facebook ‘likes’ — revolves around a Big Agriculture company’s new product. The Petro Pellet is a petroleum-based feed for livestock meant to replace plant-based feed, while enriching oil companies and factory farm conglomerates. Drawback: The pellets occasionally make cows explode.

If the show catches on, expect more restaurants to follow suit — not with issue-oriented videos, but with sponsorships of their own niche online shows. When customers don’t watch ads anymore, creating the content ensures your restaurant’s name gets heard.

For more on restaurants, check out the Top 10 Global Fast-Food Brands.

Source: Forbes Business

 
Update
2

4 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new company (NewCo) ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

4 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of MH370 and MH17 ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Unique 'signature' found in ageing brain
London, Sep 30 (IANS) In a discovery that may lead to treatments that can slow or reverse cognitive decline in the elderly, researchers have found evidence of a unique "signature" in the ageing brain.
 
 
Why drinking makes a smile more contagious among men
New York, Sep 30 (IANS) Alcohol induces a sort of "social bravery" among men, disrupting processes that would normally prevent them from responding to another person's smile, says an interesting study.
 
 
Sleep twitches connected to brain development in babies
Sleep twitches activate circuits throughout the developing brain, says the study, suggesting that twitches teach newborns about their limbs and what they can do with them.
 
 
Fiber optic sensors to improve landslide prediction
London, Sep 30 (IANS) Detecting and monitoring both large landslides and slow slope movements could be a lot easier and cheaper with optical fiber sensors, says a study.
 
 
 

Latest from the Network

Hong Kong students threaten to occupy government offices
Hong Kong, Sep 30 (IANS/EFE) Student demonstrators have decided to step up their street protests and are planning to eventually take over and occupy government offices, leaders of the Hong Kong Federation of Students...
Read more on Politics Balla
 
US slaps sanctions on Pakistan-based terror groups
Washington, Sep 30 (IANS) The US Tuesday targeted two terrorist groups based in Pakistan by slapping sanctions on their leader and financial supporters. The Department of Treasury branded Fazl-ur Rehman Khalil, the...
Read more on Politics Balla
 
Elton John performed at Neil Patrick Harris' wedding
Neil Patrick Harris has revealed Sir Elton John gave a surprise performance at his wedding. The 'Gone Girl' star tied the knot with his long-term partner David Burtka at a castle near Perugia in Italy on September 6 and...
Read more on Celebrity Balla
 
Molly Sims pregnant again
Molly Sims is pregnant with her second child. The model-and-actress has announced she is expecting another baby with her husband, film producer Scott Stuber, and she can't wait for their two-year-old son Brooks to...
Read more on Celebrity Balla
 
Sadie Frost says Kate Moss oozes 'sex'
Sadie Frost thinks Kate Moss ''radiates sex''. The 49-year-old actress-and-producer has been friends with the supermodel for decades and says her aura has an permanently erotic element to it. Speaking to the new issue...
Read more on Celebrity Balla
 
Hamas wants Islamic state on all Palestinian lands: Official
Gaza, Sep 30 (IANS) A senior Hamas official announced Tuesday that his movement still believes in establishing an Islamic state on all the lands of Palestine. Mahmoud al-Zahar, the Hamas strongman, said in a ceremony...
Read more on Politics Balla
 
Asian Games: Indian men and women in semifinals
Incheon, Sep 30 (IANS) The Indian men and women's kabaddi teams made it to the semifinals of the 17th Asian Games after topping their respective groups here Tuesday. The men's team, record six time champions, brushed...
Read more on Sport Balla
 
Israeli settlers seize houses in east Jerusalem
Jerusalem, Sep 30 (IANS) Dozens of Jewish settlers, escorted by heavy police force, took over at least seven empty buildings in the Palestinian neighbourhood of Silwan in east Jerusalem Tuesday. The buildings are...
Read more on Politics Balla
 
Indian men paddlers in Asiad pre-quarters
Incheon, Sep 30 (IANS) Indian men paddlers advanced to the doubles pre-quarterfinals after winning their respective matches of the 17th Asian Games at the Suwon Gymnasium here Tuesday. First up, the pair of Achanta...
Read more on Sport Balla
 
IS releases third video of British hostage
Beirut, Sep 30 (IANS/EFE) The Islamic State (IS) Sunni radical organisation has published a third video of British journalist and hostage John Cantlie in which he criticizes US President President Barack Obama's...
Read more on Politics Balla