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

 
 
 

24 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

3 days 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) and slashing the workforce of 20,000 ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

4 days 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

India offers red carpet, not red tape, Modi hard sells India (Roundup)
Tokyo, Sep 2 (IANS) Prime Minister Narendra Modi Tuesday hard sold India to Japanese investors saying that his country offers only a red carpet and not red tape while dubbing his five-day trip to Japan that ends Wednesday as "very successful".
 
 
Fear grips onlookers as Ebola victim walks through market
Monrovia, Sep 2 (IANS) A video footage has emerged from Liberia showing a person tagged positive for Ebola virus disease (EVD) walking through a busy market, sending hundreds of horrified onlookers fleeing in fear, a media report said Tuesday.
 
 
Half of British young women cannot locate vagina
London, Sep 2 (IANS) Half of young women are unable to properly label a vagina on a medical diagramme, while 65 percent admitted having a problem simply using the words "vagina" or "vulva", a British survey has revealed.
 
 
Nepal, India to hold energy talks
Kathmandu, Sep 2 (IANS) Officials from Nepal and India will be meeting in New Delhi Wednesday and Thursday to hold talks on the much-touted Power Trade Agreement (PTA) between the energy-starved nations.
 
 
 

Latest from the Network

Britain asks citizens to review travel plans to Pakistan
Islamabad, Sep 2 (IANS) The British Foreign and Commonwealth Office (FCO) has advised its citizens to review their planned trips to Pakistan in view of the volatile security situation in the country. "There is a high...
Read more on Politics Balla
 
Jaime King: Motherhood is all that matters
Jaime King says her son is the most important thing in her life now. The 'Sin City: A Dame to Kill For' star welcomed her first child James - her son with husband Kyle Newman - into the world last October and since she...
Read more on Celebrity Balla
 
Chris Brown pleads guilty to assault
Chris Brown has pleaded guilty to assault. The 'Beautiful People' hitmaker was sentenced to time already served by a judge after accepting a plea deal at a Washington DC superior court today (02.09.14), where he was...
Read more on Celebrity Balla
 
Piers Morgan confirms CNN departure
Piers Morgan has confirmed he is leaving CNN after turning down a new deal. The British presenter - whose show 'Piers Morgan Live' was axed by CNN earlier this year - took to his Twitter account on Tuesday (02.09.14)...
Read more on Celebrity Balla
 
Helen Mirren is learning Italian
Dame Helen Mirren is learning Italian. The 69-year-old actress owns a villa in Salento, South-East Italy, with her husband Taylor Hackford and although the couple also have homes in London, Los Angeles and France they...
Read more on Celebrity Balla
 
Number of displaced civilians inside Ukraine doubles: UNHCR
Geneva, Sep 2 (IANS) The UN High Commissioner for Refugees (UNHCR) Tuesday said the number of people displaced inside Ukraine has doubled in the past three weeks since the ongoing fighting in eastern Ukraine is driving...
Read more on Politics Balla
 
15 troops, 50 militants killed in Ukraine clashes
Kiev, Sep 2 (IANS) At least 15 troops and 50 pro-Russian militants have been killed since Monday as Ukrainian forces engaged in fierce fighting against militias in the country's eastern regions of Donetsk and Lugansk...
Read more on Politics Balla
 
India offers red carpet, not red tape, Modi hard sells India (Roundup)
Tokyo, Sep 2 (IANS) Prime Minister Narendra Modi Tuesday hard sold India to Japanese investors saying that his country offers only a red carpet and not red tape while dubbing his five-day trip to Japan that ends...
Read more on Politics Balla
 
Indian woman charged for having illegitimate child
Dubai, Sep 2 (IANS) An Indian man filed a case in a court in the UAE against his wife, who gave birth to a child in 2010 despite their not having sex for eight years, a media reported said Tuesday. The man, who is...
Read more on Politics Balla
 
Captain Marvel 'will not appear' in Guardians of the Galaxy 2
Captain Marvel will not appear in the 'Guardians of the Galaxy' sequel. The movie, which has proven to be an enormous commercial and critical success, has already been lined up for a sequel - but director James Gunn has...
Read more on Movie Balla