10 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

 
 
 

19 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
10

7 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan Rakyat was told t ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

7 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was brok ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

7 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by the Dewan Rakyat toda ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

7 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, D ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

7 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the southern s ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk Seri Mustap ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

8 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation of R ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

8 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Schem ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

8 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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

US sanctions two North Korean shipping companies
Washington, July 31 (IANS) The US government has imposed sanctions on two North Korean shipping companies for their attempt to import arms and related material from Cuba last year.
 
 
Ancient wine cup unearthed in Greece
Athens, July 31 (IANS) A team of Greek archaeologists have unearthed an ancient wine cup that dates back to the fifth century B.C.
 
 
'Ebola could be a threat to Britain'
London, July 31 (IANS) The fatal Ebola virus, which has killed hundreds of people since February, could be a threat to Britain, Foreign Secretary Philip Hammond said.
 
 
China to punish those growing or selling GM crops
Beijing, July 31 (IANS) In a move to prevent illegal sales and growing of genetically modified (GM) crops, which are prohibited in the country, Chinese authorities have vowed zero tolerance and harsh punishment against offenders.
 
 
 

Latest from the Network

Modi's visit to Buddha's birthplace uncertain
Kathmandu, July 31 (IANS) The visit of Indian Prime Minister Narendra Modi to Lumbini, the birthplace of Gautam Buddha and a Unesco World Heritage Site in Nepal, has not been confirmed yet, a minister said. Nepal's...
Read more on Politics Balla
 
US sanctions two North Korean shipping companies
Washington, July 31 (IANS) The US government has imposed sanctions on two North Korean shipping companies for their attempt to import arms and related material from Cuba last year. The sanctions were imposed Wednesday...
Read more on Business Balla
 
Justin Bieber taunts Orlando Bloom
Justin Bieber has poked fun at Orlando Bloom online. The 'Baby' singer, who narrowly avoided being punched by the British actor during a heated dispute in Ibiza in the early hours of Wednesday morning (07.30.14) that...
Read more on Celebrity Balla
 
JWoww wants to adopt
JWoww is thinking about adopting a child. The former 'Jersey Shore' star, real name Jenni Farley, only gave birth to her first baby, Meilani, on July 13 but she and fiancé Roger Matthews are already considering adoption...
Read more on Celebrity Balla
 
Kiefer Sutherland's London tour guide
Emily Berrington acted as Kiefer Sutherland's London tour guide. Whilst filming '24: Live Another Day' in London, Emily managed to squeeze in some sight-seeing with the show's lead actor, Kiefer Sutherland. The blonde...
Read more on Celebrity Balla
 
Ancient wine cup unearthed in Greece
Athens, July 31 (IANS) A team of Greek archaeologists have unearthed an ancient wine cup that dates back to the fifth century B.C. The team said that the cup was found Wednesday in a grave which was unearthed in...
Read more on Apple Balla
 
'Ebola could be a threat to Britain'
London, July 31 (IANS) The fatal Ebola virus, which has killed hundreds of people since February, could be a threat to Britain, Foreign Secretary Philip Hammond said. The disease has killed more than 600 people in...
Read more on Business Balla
 
Three Israeli soldiers killed in Gaza
Gaza, July 31 (IANS) At least three Israeli soldiers were killed in the Gaza Strip, an Israel Defence Forces (IDF) spokesperson said. "Three IDF soldiers were killed Wednesday night in combat while uncovering an...
Read more on Politics Balla
 
Chris Pratt starved himself for film role
Chris Pratt starved himself for 'Guardians of the Galaxy'. The 35-year-old actor stars as Peter Quill aka Star Lord in the upcoming adventure sci-fi and he's confessed he had to put a lot of hard work into making sure...
Read more on Movie Balla
 
China to punish those growing or selling GM crops
Beijing, July 31 (IANS) In a move to prevent illegal sales and growing of genetically modified (GM) crops, which are prohibited in the country, Chinese authorities have vowed zero tolerance and harsh punishment against...
Read more on Apple Balla