OPINIONMarketing

Restaurant marketing is time-warping back to the future

Restaurant Rewind: Old is new again as chains ranging from Outback to Wendy’s resurrect classic ad themes for another go. So where’s the beef in these new efforts?

The themes of several big restaurant chains’ latest marketing campaigns may be instantly recognizable to consumers of a certain vintage. And that familiarity might be exactly what they're shooting for.

As this week’s edition of Restaurant Rewind reports, the newest way for marketers of scale to cut through the clutter is by using an old but reliable tagline, theme or jingle.  Consider the latest efforts from Wendy’s and Burger King, or the campaign Outback Steakhouse says it's developing. Which is exactly what host and Restaurant Business Editor At Large Peter Romeo does in this week’s installment of the podcast.

He notes that the reliance on past hits is consistent with the use of familiar limited-time offers to turn heads.

It’s also part of a larger trend toward rebooting a proven hit in many fields of entertainment.

Download the podcast for proof that the old is becoming new again, in restaurant marketing and elsewhere.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Operations

Trend or fad? These restaurant currents could go either way

Reality Check: A number of ripples were evident in the business during the first half of the year. The question is, do they have staying power?

Financing

Starbucks' value offer is a bad idea

The Bottom Line: It’s not entirely clear that price is the reason Starbucks is losing traffic. If it isn’t, the company’s new value offer could backfire.

Financing

Struggling I Heart Mac and Cheese franchisees push back against their franchisor

Operators say most of them aren't making money and want a break on their royalties. But they also complain about receiving expired cheese from closed stores. "Don't send us moldy product."

Trending

More from our partners