Burger chains project youthfulness with viral-worthy publicity stunts
Implications - Following in the same vein as fast pizza chains, burger brands are pursuing viral status with campaigns that play up Millennial and Gen Z interests such as coveted sneaker releases and tech-enabled custom ordering. This shift highlights the youthful nature of successful QSR branding and the resonant power of connecting authentically with discerning Millennial and Gen Z consumers.
Workshop Question - How can your brand court millennial consumers by adopting youthful fads to create viral-worthy campaigns?
Trend Themes
1. Personalized Fast Food - Fast food chains are utilizing social media and gaming to offer customized burgers and deals via Instagram Stories and in-game services, tapping into millennial and Gen Z's tech-savvy preferences.
2. Fashion-fast Food Crossover - Fashion brands such as Uniqlo and Allbirds incorporating popular fast food chains like McDonald's and Shake Shack, creating burger-themed sneakers or clothing to appeal to younger consumers.
3. Green Initiatives - Brands are incorporating sustainable and recycled materials for their products, such as Allbirds using eucalyptus trees for fabric, or Shake Shack creating compostable burger wrappers, catering to environmentally conscious consumers.
Industry Implications
1. Fast Food & QSR Industry - Industry professionals can embrace personalized experiences and unconventional marketing methods to appeal to younger generations that prioritize authenticity and social media engagement.
2. Fashion Industry - Fashion houses can leverage partnership opportunities with fast food brands to capitalize on the Millennial and Gen Z's interest in streetwear and fast food culture, creating memorable crossover products that cater to eco-friendly and style-conscious consumers.
3. Sustainability Industry - Companies providing eco-friendly products can partner with fast food giant brands and promote their services by embracing environmentally conscious practices, which will cater to growing eco-consciousness and consumer preference for sustainable materials.
