The new frontier of fast-food PR
I recently discovered the word ‘gastronaut’ - an adventurous eater, prepared to put his/her body on the line to try new foods for the benefit of others – not to be confused with gastronome. @Desmond_Nash and I were endowed with the term via @slimstories who was following our lunch mission to the first NZ Carl's Jr on Twitter last Friday.
While I would like to think our mission was critical to the success of the new food chain, the crowded restaurant suggested that the New Zealand media had already done a brilliant job promoting the opening.
The recent publicity generated by KFC’s Double Down and Carl’s Jr New Zealand highlights a growing demographic of part-time extreme eaters that create and buy-into the hype around parody foods. Fast-food outlets are tapping into human curiosity and humour, creating outrageous foods that push the boundaries of size, form and calories to appeal to these brave men and women. The final product is something that is so over the top, unhealthy and quirky, laying down a challenge that most gastronauts can’t refuse, much to the distaste of nutritionists and foodies.
The novelty food translates well and word spreads quickly via social media and, while it may not have qualified as news in the past, news media are increasingly looking to social media trends for content. The unhealthy food story ticks the right news boxes; conflict-generating, unusual, and ‘national health issue’. Carl's Jr New Zealand even had the added appeal of investor and former All Black, Michael Jones.
The Double Down and Carl’s Jr’s New Zealand launches are not unique to New Zealand. Earlier this year, Carl's Jr featured heavily in the US media after announcing it would launch a 12-inch Cheeseburger for the Superbowl, and the Double Down was met with a similar response in the US and Australia. An independent fast-food outlet in Brisbane also jumped on the bandwagon, receiving national media coverage for its OMG Double Double Burger that features doughnuts instead of the usual bun.
When it comes to fast-food and other vice-like products it appears any publicity is good publicity. Well-meaning nutritionists have played into the hands of KFC and Carl’s Jr, helping to sell the food they oppose. This is also true of other borderline products - just ask the makers of Bigfoot, the RTD in a 1.5 litre PET bottle that made the NZ Herald: word on the street is that Kronic sales are on the rise too post-media smack down. The call to ban fatty fast-food products has only increased the appeal for social gastronauts and increased sales.
On the flipside, this sort of publicity forces politicians into regulation mode, something that many of the groups fighting the product hope to effect. But those who are serious about limiting sales should consider the potential implications of their commentary prior to speaking with news media.
From a PR perspective, credit has to be given to KFC’s communication team who did a great job leveraging the controversy they had knowingly created. Despite critics saying the Double Down was overhyped and not an accurate reflection of consumer interest, the results speak for themselves. Not only did KFC sell 34,000 Double Downs in one day, they also managed to get thousands more Kiwis in store and re-considering KFC. All this was achieved by rearranging the ingredients they already had in stock and then telling the world about a bunless burger.
It will be interesting to see how Burger King, McDonald’s and Wendy’s respond in this new era of fast-food PR and marketing. Last week, McDonald’s said it may reinstate the Georgie Pie brand, which could potentially re-captivate New Zealand’s gastronaut population, if only for a limited time.
Dubbed the world's worst burger chain, Carl's Jr will no doubt create more headlines as bigger burgers are developed. I intend to research these products comprehensively in the name of gastronomy and my views can be found here: @billrundle.
All this writing is making me hungry.....