Taco Bells success with its new Doritos Tacos placed the focus clearly onproduct. Taco Bell quickly realized anunintended consequence of a single new product success created disequilibriumwithin the 5 P’s of Food Marketing 5 P’s offood marketing: Product, Packaging,Placement, Portability and Price, specifically packaging. What do you think they should consider fornew packaging?
Since they are under the Yum Brand umbrella do you think that theyconsidered a bucket, a box or car cup holder cardboard trays? Our researchshows that there is a universal commonality among consumers of all ages. When it comes to Drive Thru Food Packaging, less packaging is “better for you”. Whilebrand marketers love placing brand logo’s on buckets, boxes, cups andwraps. Consumers have grown tired of theexcessive packaging on Take Away food and view it as non-environmentallyfriendly. Consider Papa Murphy’s Take-N-Bake pizza consumers rave on thesimplicity of the package. No Box, NoBucket and No logo on the packaging itself.
Regular readers of this blog know that our recommendations includepackaging the drive thru itself with visceral digital graphics. Restaurateursshould be adding mobile messaging, order conformation, payment and voice accessvia smartphone or phone while in the drive thru. Follow Wienerschnitzel’s leadand have a drive thru access door for personalized service while speeding up serviceduring rush hour with hand held ordering device for exterior use. Most important have fewer boxes, buckets andwraps. Drive thru packaging success canbe found in visceral digital presentations.
Outside eyes candeliver top line sales and bottom line profits. Invite FoodserviceSolutions® to complete a grocerant program assessment, brand, product placementor positioning assistance. Since 1991 Foodservice Solutions® of Tacoma, WA has been the globalleader in the Grocerant niche visit Facebook.com/Steven Johnson,Linkedin.com/in/grocerant or twitter.com/grocerant
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