A simpler time. With simpler food tastes.
When sixty years ago, Glen Bell started selling tacos, tacos were exotic. Now they’re commonplace. The conservative choice. Not the cutting edge one.
New food retail strategies are working.
Starbucks’ “Third Space” between Home and Office is almost always packed.
Chipotle’s “Fast Casual” strategy pulls in cost-conscious casual diners – as well as fast-food customers, looking to move upmarket.
While traditional "fast food" is shrinking.
Broader. More diverse. And, generally, more accepting of differences in race and sexuality.
Give or take the odd promotion...
What would a top brand consultancy do, if they were in charge?
Landor's designers focused on envisioning new environments. Ones where more people would actually want to linger, rather than just grab and go.
Identifying our market opportunity. Broadening our appeal. Reaching out to the higher-value Panera Bread, Chipotle and Starbucks customer.
Envisioning a brand that was more inclusive. With a wider food offering that brought in new demographics. Messaged a shift upmarket into the “fast casual” space. And partnered with “cool” local brands. To loop in the “maker” and “localist” crowds.
Here were the results:
Taco Bell loved the rebrand. Which helped give them the comfort factor to start reimagining the spaces they could be in. Resulting in them launching new concept restaurants like the “Cantina Bell”. As well as adding more variety to the menu of the “Taco Bell” parent brand.
•Creative Strategy
•Ideation
•Copywriting
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"Mike Kerr is one of the most creative people I've ever met. Brimming with enthusiasm and out-of-the-box ideas, Mike is always pushing the boundaries with thinking that never fails to challenge and surprise.”
KARLA COOKE, Group Strategic Director at Strategy D&A