Shifting Trends in Fast Food: A Move Away from Celebrity Collaborations
A&W turns the spotlight on its employees, transforming them into celebrities in a unique take on the famous meal concept.
In the fast-food industry, collaborations with celebrities have long been a popular strategy to boost sales and generate buzz. However, recent developments suggest a shift towards a new approach.
McDonald's and A-Listers
McDonald's, for instance, has partnered with notable celebrities such as Shania Twain and the K-pop group BTS. Twain's collaboration resulted in the introduction of "Shania's Sides," a limited-time menu featuring all-dressed McShaker fries and a strawberry pie [1][3]. The BTS Happy Meal, featuring the group's characters, TinyTAN, has been launched in over 50 markets worldwide [5].
Other brands, like Popeyes, have followed suit, with Megan Thee Stallion as a new endorser and franchisee [2].
A&W's Focus on Workforce
In contrast, A&W has chosen a different path. The brand has been focusing on highlighting its own workforce and community involvement, rather than entering into celebrity collaborations. This approach aims to build a strong brand identity and customer loyalty by emphasizing the human side of the business [4].
A New Era for Fast Food
This shift in strategy could mark a new era for the fast-food industry. By promoting their own products and workforce over relying on celebrity endorsements, brands may be recognizing the value of authenticity and local engagement. A&W's decision to launch a celebrity meal that focuses on its real-world workforce instead of celebrities is indicative of this trend [4].
As other brands may also be looking to distance themselves from celebrity collaborations, the fast-food industry could be undergoing a significant change in marketing strategies. This move towards self-promotion and non-celebrity endorsements could provide a fresh approach for brands seeking new ways to promote their products.
[1] McDonald's Partners with Shania Twain for Limited-Time Menu Items (BusinessWire, 2021) [2] Popeyes Announces Collaboration with Megan Thee Stallion (PR Newswire, 2021) [3] McDonald's Introduces Shania Twain's All-Dressed McShaker Fries (Food & Wine, 2021) [4] A&W Announces Celebrity Meal Focusing on Workforce (PR Newswire, 2021) [5] McDonald's Collaborates with BTS for Limited-Time Happy Meal (CNN, 2020)
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