As any fast food restaurant operator can tell you, wooing customers from nearby neighborhoods and shopping districts is a challenge. Many struggle to make their marketing message heard over the din of big-bucks advertising and social media campaigns.
In a creative counterattack, some quick-service eateries are turning apparent weaknesses into humorous come-ons by posting unique signs and menu messages at their stores. As reported by Buzzfeed’s Mike Spohr, here are a few examples:
‘Thai Food Near Me.’ Thai restaurants often have a hard time standing out in the face of heavy competition. One Thai food operator turned market saturation to their advantage by naming their eatery with the same words hungry diners enter into Google Maps or Apple Maps: “Thai Food Near Me.” The result: The apps listed the restaurant first among Thai eateries in the area.
‘You Should See the Other Guy.’ Another restaurant turned an unfortunate accident to its advantage when a wayward driver crashed head-on into a ground-level sign in front of the store. A new set of letters, mounted on the sign’s crushed and crooked face, delivered a playfully snarky retort beloved by many brave victims of misfortune: “You should see the other guy.”
No-Brand Burger. Struggling to stand out among legions of competitors backed by national brands, operators of one indie burger joint decided to turn their deficit into an advantage. In a humble appeal to haters of all the branded hoopla, they posted this teaser in their front window: “No-Brand Burger. Why pay more? It’s good enough.”
Height-Based Pricing. You’ve heard of surge pricing, value pricing, and bundle pricing. How about height-based pricing? In recognition that kids are getting bigger these days, one Korean venue prices its wall-mounted “Hot Pot and BBQ Lunch” menu based on diners’ size. Adults pay $21.99, kids under 5 feet tall pay $11.99, and kids under 3 feet pay $9.99.
Worst Pizza Ever. Every restaurant operator has experienced brutal one-star reviews on social media. In true martial arts style, one pizza joint posted a sidewalk sign redirecting a particularly scorching customer takedown into a come-on for the curious: “Come and Try the Worst Pizza One Guy on Trip Advisor Ever Had in His Life.” No word on how many contrarian
