FINAL: 509 ADV 509 FINAL PROJECT
Brand Summary Wienerschnitzel originally started as a small hot dog cart on the side of the PCH in Los Angeles, California in 1961. Today, there are over 330 Wienerschnitzel locations along the west coast, selling over 120 million hot dogs every year. Wienerschnitzel provides a true, all-American experience that is fast, consistent and convenient. While its locations and Wienerschnitzel family have grown, the chain prides itself on maintaining its personalized feel and a sense of nostalgia.
Consumers People have begun to focus on food that more organic and naturally grown rather than factory produced products they can’t trust. They also like to have a variety of foods in their diet which includes indulging in food and treating themselves when they deserve it. These consumers are more likely than average to consider themselves foodies. But due to their busy and hectic lifestyles they often say they’re too busy to eat a full meal which has challenged the traditional approach to eating.
Industry Because of the demand for healthier options the fast food industry has had to change along with the times. Other companies have already responded to this by introducing “lite” food options Data from 2016 shows that nearly 1 billion pounds of hot dogs were sold in retail stores that year, amounting to more that 2.4 billion sales 2 . But, it’s no secret that the hot dog industry has developed a ‘mystery meat’ reputation 2 leading to sales slowly decreasing over the years and expected to get lower than ever in 2020 3 Because of this issue many meat and hot dog brands have adopted ‘feel-good’ claims and changed ingredients to be gluten-free, hormone-free and all-natural to help them appeal more to the public.
Competitors • Brands like Niman Ranch, who’s products are gluten free, • Another competitor to Wienerschnitzel is Nathan’s which is no antibiotics or added hormones and all vegetation grass a fast food company who specializes in hot dogs. fed 7 . • Nathan’s is all natural, uncured beef franks and are also • These products are thought to be the much more high-end sold in the grocery store 8 . hot dogs “of the adults only summer scene 6 .”
Target Trendmakers are defjned as people who are in their 20’s, have less income, and are hardworking individuals. These individuals are risk takers and are foodies. Trendmakers enjoy eating at fast food restaurants because of the variety of options they have to offer as well as the low price, and effjciency of the food. Moreover, these individuals are infmuenced by TV and social media as to where they decide to eat. Within our research we identifjed risk takers as the trendmakers.
Consumer Behavior Eating habits • Within research from Simmons OneView it has helped show that risk takers prefer eating at fast food joints than at home (index 129). • Risk takers have busy schedules and eating out fjts better into their daily routines. Although, these trendmaker tend to eat healthier and look for organic and natural products they still indulge in fast food joints. Wienerschnitzel is highly considered for these trendmakers because it fjts with their passions and shopping habits.
The Problem Negative stigmas surrounding the hot dog leave Wienerschnitzel with a brand image problem. 2018’s heath trends have pushed consumers to eat an organic, gluten-free and non-GMO diet free of nitrites and nitrates. The presence of nitrites in hot dogs leave consumers and potential consumers wary of the hot dog food category and in search for other options.
Insight People believe they know everything they need to about hot dogs and are unwilling to see past their unhealthy stigma. Risk Takers within the Trendsetter category are no exception. Wienerschnitzel should educate the target audience of the benefjts and highlights the hotdog actually has. the target audience of the benefjts and highlights the hotdog actually has.
Solution We want to educate consumers in a fun simple way to get them to connect with the Wienerschnitzel brand on a more emotional level. WS will do this by communicating facts about hot dogs through printing them on the parchment paper and other branded utensils used in their locations. Napkins, bags, cups and takeaway containers will also have different benefjcial facts about the hot dog on it. This marketing tactic will help generate buzz with customers, promoting social sharing and spreading the message beyond Wienerschnitzel locations.
What we want THINK: Hot dogs won’t kill you FEEL: It is okay to indulge with a hot dog ACT: The hot dog is a fuel to keep me going
Strategic Execution Educate the benefjts of the hot dog: Trendmakers needs to be educated on the nutritional value of foods. Don’t cheat yourself out of indulgence: Consumers love to have a special treat every once in a while which the hotdog provides. With indulgence always comes guilt. Visual Appearance: Today we are living in a world where visual appearance plays a strong role in fostering desires.
Get-To-Buy GET risk taking trendsetters TO eat hot dogs BY communicating the overlooked benefjts of hot dogs
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