More companies have recently returned to their roots to re-direct their focus on their product and the customer experience. Most people are aware of Howard Shultz’s return as CEO of Starbucks and his new initiatives to return the focus of the brand back to coffee. How many caffeine-thirsty customers were shocked when every single Starbucks location closed for a few hours so all employees could be trained?
Wendy’s is also in the process of redirecting its focus back to quality food. If you haven’t already noticed, the commercials with people wearing bright red wigs are no longer in circulation. A couple months ago, Wendy’s launched it’s “It’s Waaaay Better than Fast Food” ad campaign which features the traditional Wendy logo at the beginning and end of each commercial. The use of the classic logo in the new campaign suggests something wholesome, traditional and satisfying. The bulk of the commercial is dedicated to specific menu items with an emphasis on quality ingredients.
These back-to-basics strategies resonate more with the average consumer who goes to Starbucks for coffee and Wendy’s for a fresh-tasting burger and one-of-a-kind Frosty. I don’t know about you, but if the product is good and my experience as a customer is good, I will return.
By: Jessica McGrail