51. Thinking big
- Author
-
Soeder, John
- Subjects
Fast food restaurants -- Advertising ,Chain restaurants -- Advertising ,Restaurant industry -- Advertising ,Convenience foods -- Advertising ,Business ,Food and beverage industries - Abstract
Many fastfood restaurant chains are using the word 'Big' in their promotional campaigns. It appears that these companies believe consumers significantly value the size of the chains' products. A marketing consultant noted that consumers define value in a number of ways including price and serving portions but ultimately look for quality. The consultant also noted that the fast food restaurant chains have overplayed the strategy of producing and advertising bigger-sized menu products, thus losing the tactic's effect., Bigger is better! is the mantra of the marketing campaign for the new oversized line of Little Caesars pizzas. The tag line is being used to promote the chain's Big!Big! [...]
- Published
- 1997