taco bell fresh, fast, & friendly
DESCRIPTION
Taco Bell Fresh, Fast, & Friendly . Prestige Worldwide Consulting Group. 12/7/2011. Problem. Surveys show customers rate the quality of food at leading fast food restaurants as fair to poor . - PowerPoint PPT PresentationTRANSCRIPT
Problem
• Surveys show customers rate the quality of food at leading fast food restaurants as fair to poor.
• The same survey shows customers are eating out less due to concerns of the quality of food health.
• A review of corporate records shows an increase of 20% in the last three years in customers concern over the quality, safety and nutrition of food served by Yum’s leading brands.
• A content analysis of media coverage of Yum’s leading brands revealed less than 10 percent discuss the quality of food in a positive way
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Problem Statement
Consumer confidence of quality, safety and nutrition of fast food is continuously decreasing.
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ObjectivesObjective #1• To increase consumer knowledge of the quality, safety,
and nutrition of Taco Bell within six months of the start of the campaign.
Objective #2• To increase consumer trust in the quality, safety, and
nutrition of Taco Bell within six months of the start of the campaign.
Objective #3• To increase from 10% to 50% the number of positive
food stories in media about Taco Bell.
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Strategy #1
Tactics• nationwide tour stopping at specific target
markets• Block-O-Bell parties at Taco Bell locations • official team for Block-O-Bell Tour• create promotional tools such as incentives
for events in each community • promote events via Facebook and Twitter
Hold events to promote healthy food options available from Taco Bell.
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Strategy #2
Tactics• set up Twitter account and Facebook
page• make the sites interactive• post information and pictures of the
farms that supply Taco Bell’s meat and other ingredients
Use social media to communicate the quality of products and nutritional facts associated with Taco Bell.
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Strategy #3
Tactics• Tacos with Tina campaign• Get Fit Day• Tina Fey as Spokesperson • national and regional chapters• Tina features a blog on motherhood and
giving her kids healthy food options
Reach out to moms across the nation to generate positive word of mouth marketing.
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Strategy #4
Tactics• From the Farm• Get Fit Day featured at elementary
schools around the country ran by the moms campaign and sponsored by Fresco Taco Bell
• Block-O-Bell Parties
Raise awareness by placing stories in the media to generate positive news coverage of the quality and nutritional options Taco Bell offers consumers.
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Evaluation of Campaign Success
Implementation• Survey people that attend Block-o-Bell parties by
giving an incentive for completing the survey. • Count the number of messages we place in the media
and keep track of positive versus negative stories. Impact• Measure sales revenue of fresco items before and
after the campaign.• Survey web audience, social networking followers
and contacts from Block-o-Bell surveys to evaluate knowledge gained and opinion changes.
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Campaign Materials• Block-O-Bell Team Job Flyer• Block-O-Bell Party Flyer• Block-O-Bell Bus Tour Route• T-Shirt• Twitter Account• Facebook Page• Tacos with Tina Flyer• Get Fit Day Flyer
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What’s up Columbus! The #BlockOBell bus has arrived! Visit our location on N. High St for free food and fun!
The #BlockOBell bus is making its way across the country! Do you see us? Tweet a pic of the bus to get a free Fresco Taco!
Wanna hear what Tina Fey & other moms have to say about our food? Visit us on Facebook to see their blogs about their experiences! #FreshFastFriendly