Top 100 - Wamda.com

45 BrandZ Top 100 2011: SECTORS/COMMENTARYBrandZ Top 100 2011: SECTORS/COMMENTARY 46Wendy’s and Burger King were among the fast-foodbrands that struggled with traffic levels because of thehigh unemployment among young men, the fast foodsector’s core customer. KFC also experienced trafficdeclines in developed markets, as consumers soughthealthier options than fried chicken, the chain’s signatureoffering. But KFC continued to enjoy success in China,where menus at its 3,200 outlets in 700 cities ofteninclude Chinese dishes, and where corporate parent Yum!also operates Pizza Hut and other brands.7.DifferentiateCreate a brand personality that’sclear and resonates with theconsumer emotionally.That connection generally isharder to copy than functionaladvantages and it builds morevaluable brands.FAST FOODHIGHLIGHTSMeal deals continued to drive the fast foodbusiness as consumers remained budgetconscious.The deals produced traffic gains but withoutgrowth in average ticket value for some chains.The resilience of the fast food sector attractednew competition, as some mid-tier casual diningbrands developed fast food sub-brands.8.9.Talk clearlySo that the brand is heard aboveall the noise, invest in the contentthat people talk about and share.Converse withcustomersThe customer is not always right.But in the world of social mediacustomers always are heard andgenerally offer useful opinions.FAST FOODIN 2011Larry Swyer, Managing Partner, MediaComGood deals and healthy meals“Along with the growth of breakfast, we saw othertrends that will continue over the next few years.With the difficult economy, we see the fast foodchains offering a lot of different deals to drivetraffic into their restaurants. We also see healthas a big issue. People are very interested to knowwhat is going in their food. They worry aboutsodium. They worry about calorie count. Innovationis very important. Consumers are looking for thingsthat are new and different.”SPOTLIGHTAt the start of the recession, Starbucksseemed to symbolize the high prices and selfindulgencethat consumers rejected in favorof frugality. Today, after the intervention offounder and CEO Howard Shultz, Starbuckshas trimmed the number of stores, added amore attractive opening price point in PikePlace Roast, and improved the coffee-centricenvironment of its outlets. It turns out thatpeople in mature markets still want to breakup the day with an expensive latte. And Shultzis betting that people in the rising middleclasses of the BRICs will feel the same way.Keytakeouts