Working in the fast food industry was one of the best experiences I could have had before pursuing my career. I got to see how almost every part of a business was handled, including marketing. Marketing was everywhere, from the time you could see the building, to the time you left.
In-Restaurant Marketing
Marketing is a huge part of fast food. It has to be, or people wouldn’t be distracted enough to eat it. Before you enter the building, there’s a sign outside with the day’s special, and a limited-time item. In the front windows, they have signs showing off a handful of meal deals, all with bold lettering that makes them impossible to miss. If you look above the door, you’ll see a sign with the company slogan on it. All that before you even enter the building.
At my restaurant, our mascot was a cheese curd, and in my time there, we hosted a raffle event twice where all the crew members had to wear t-shirts with the mascot on them. This was one of the most beneficial marketing strategies I’ve ever experienced. I don’t think I ever sold so many cheese curds as I did on the days I wore that shirt.
Digital Marketing
With how personalized digital marketing can be, knowing your audience is important. For instance, the only place I’ve ever seen my old workplace advertise a job listing was on TikTok. They know 41% of TikTok’s users are between the ages of 16-24, which is the exact age range they’re interested in hiring.
On the other hand, a significant portion of the customers I served in a day were elderly. TikTok won’t help you there. TV ads, however, will. I can recall a handful of times when customers came in asking for something they’d specifically seen on TV and just had to have it. I was always surprised that TV advertising left such a big impression on people.
Conclusion
Working in fast food was a great experience for me. I got to see up close how a business was run, and how marketing was handled. It was everywhere, from the exterior of the building, to the way the employees were dressed. Marketing is a powerful tool, and few industries showcase it as well as fast food does.