Weight Watchers has opened a new 'Flex Drive-Thru' in London, UK, to give away thousands of free "Healthy & Happy Meals."
The January pop-up is part of its marketing efforts to promote the hundreds of zero-point foods on its new Flex programme, but with queues snaking round the block, it could become a permanent fixture as people seek healthier lifestyles.
The drive-thru, a first for Weight Watchers, serves fast food, including oat waffles and yogurt, bacon and egg rolls, beef burgers with chilli butternut squash, Turkish flatbread-style pizza and spiced falafel pittas.
The stunt in January was initiated after Weight Watchers research revealed that the first month of a new year is when people think about food the most—once every minute and 12 times more than in any other month.
Weight Loss Drive-Thrus
The Weight Watchers Drive-Thru Serves "Healthy & Happy Meals"
Trend Themes
1. Drive-thru Health Consciousness - The success of Weight Watchers' drive-thru concept indicates a growing trend of health-conscious individuals looking for convenient and healthier fast food options.
2. Zero-point Food Promotions - Weight Watchers' promotion of its new Flex program highlights the trend of food companies leveraging the concept of zero-point foods to attract health-conscious consumers.
3. Pop-up Health Food Services - The popularity of Weight Watchers' pop-up drive-thru suggests a trend in the rise of temporary health food services to engage customers and promote healthier lifestyles.
Industry Implications
1. Fast Food Chains - Fast food chains can explore the opportunity to incorporate healthier options and zero-point food concepts in their drive-thru menus to cater to health-conscious consumers.
2. Weight Loss Programs - Weight loss programs can consider adopting innovative drive-thru or pop-up concepts to make healthy food more accessible and convenient for their customers.
3. Food Marketing and Advertising - Food marketing agencies can tap into the trend of zero-point foods and drive-thru health consciousness to develop compelling campaigns for their clients in the health food sector.