Fast food brands send customers on a detour to increase engagement
Implications - Historically, drive-thru fast food counters have centered on convenience as their main point of value but the recent evolution of convenience culture and food delivery has caused some brands to subvert this idea and actually use drive-thrus to send customers on a branded detour. Doing so redirects consumer attention away from the fact that drive-thrus are no longer the ultimate in food convenience and repositions them as a display of brand love.
Workshop Question — Identify the parts of your business that aren't working hard enough to deliver value for the consumer. Is there a way to reposition or reframe them to create value?