Let’s cut to the chase. Licensing a brand name does what for your brand or your product? It reaches new/different consumers: Licensing grabs moms in the supermarket vs. young, male “Super Fans” in Burger King’s restaurants. Increases brand impressions: Vending machines are meal solutions in colleges, and increasingly replacing cafeterias in offices. Creates platforms for […]
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Yesterday we talked about restaurants who can’t see the value in using their retail products to co-market their brand. Today, we’ll finish up our series on “The Five Dumb Things Restaurants Do Going to Retail” with Part 5: 5.) Stick with your licensing program over the long haul: Restaurant time-frames are much faster than retail […]
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Yesterday we talked about how vital it is NOT to treat consumers like children and dictate what things you’ll “let” them have at retail. Today we’re going to talk about how to insure your products FAIL AT RETAIL: 4.) When your retail products launch at retail, be sure to ignore them and expect them to […]
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In yesterday’s, we talked about the mistake of restaurant chains trying to go to retail through their Supply Chain vendors. Today we’re going to warn against Dumb Thing #3: 3.) When it comes to your mix of products at retail, listen to the consumer, don’t treat them like children: This could be applied to almost […]
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In our post yesterday, we talked about how important it is to have buy-in from senior management. Today, we need to talk about how vital it is that management understand the difference between running a restaurant chain and creating products for sale in grocery stores. 2.) Licensing your brand to retail is not like sourcing […]
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