When you are at a food court, what influences your decision? Would you choose to dine at McDonalds or Burger King? Both companies want your business and would do whatever it has to for you to buy a Big Mac or a Whopper. That’s why countless dollars have been spent on marketing campaigns and promotion to get you to buy their burgers. Burger companies can’t really differentiate themselves in an extreme way. They could add a special sauce, change the style of the bun or add an extra patty, but at the end of the day, it is just a patty covered by a bun. Instead of focusing on burger differentiation, a fast food chain in South Africa is differentiating their menu. At all of their locations, Wimpy South Africa carries Braille menus. In order to spread the word, the chefs at Wimpy created 15 special burgers. The sesame seeds on top of the bun were placed carefully with tweezers and arranged to form words in Braille. The words reveal messages about the contents of the burger such as “100% pure beef burger.” The burgers were given to 15 people in local organizations for the blind. The campaign was proven to be a success. It captivated the attention of the media spreading the campaign all around the world to places such as Canada. Since the release of their campaign video 2 days ago, there have been over 250,000 hits. Next time you get a chance to eat a burger, try to see if you could feel the difference!
Sources Used:
This is so cool, great article and video links! In the future, consider adding photos and actual video clips to supplement your post!