In the highly competitive fast-food industry, the regular introduction of new or limited products is a key strategy for attracting and retaining customers. Let’s take the “come-back” product of McDonald’s Singapore – the scrambled egg breakfast burger – as an example, to discuss how the quick-service industry can effectively market their offerings.

Why Does the Fast-Food Industry Need New or Limited Products to Attract Customers?

New or limited products kindle curiosity and desire to shop among consumers. They offer a unique taste-experience that could potentially turn them into long-term loyal customers. More importantly, presenting new or limited products helps brands stay fresh, and even demonstrate their innovation capabilities and ability to adjust their product portfolio to meet market demands.

5 Effective Marketing Tips for “Come Back” Products in the Fast-Food Industry

Understand and Cater to Customer Needs

Before promoting any product, it’s crucial to understand customer needs and preferences. Evaluating and researching customer shopping behavior, food preferences, and lifestyle can assist brands in designing products that meet customer needs, thereby enhancing the product appeal.

Craft an Engaging Story

People love stories, and nothing is more memorable than a compelling, engaging tale. Presenting the story of your product in innovative and captivating ways such as through videos, blog articles, or social media posts can heightened brand influence and improve customer impression on the product.

Integrate Product Placement with Marketing Strategy

For “come back” products like the scrambled egg breakfast burger, highlighting its familiar taste can trigger nostalgia. In such instances, advertising strategies could lean toward cozy and warm themes, invoking a resonance with consumers’ fond past memories.

Leverage a CRM System to Enhance Customer Experience

A robust customer relationship management (CRM) system can help fast-food brands understand and meet customer requirements more effectively. For instance, it can track and analyze customer purchasing behaviors and feedback. The data collected can provide valuable insights into consumer preferences and behaviors, supporting targeted marketing strategies.

Harness the Power of Word-of-mouth Marketing

By encouraging customers to share their love for the new product, brands can amplify their reach and leave a lasting impression on potential customers. Sharing can be done via social media, friend referrals, or authoring online reviews.

In Conclusion

Introducing new or “come back” products is a critical strategy in the fast-food industry, as this not only attracts new customers but also ignites the purchasing intent of existing customers. Through understanding customer needs accurately, creating enticing stories, integrating product positioning with marketing strategies, employing a CRM system, and leveraging word-of-mouth marketing, fast-food brands like McDonald’s can successfully promote their “come back” products like the scrambled egg breakfast burger.

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