There is no doubt that word of mouth has been influencing people’s purchasing behaviors since the beginning of time. Now, with social media playing a dominant role in our lives, people’s voices and opinions are more interconnected than ever.
“Social Proof” makes us more inclined to purchase a product from a recommendation rather than a commercial by the brand itself. Social media influencers and celebrities also became part of our lives when stories were introduced on Snapchat and Instagram, showing them unfiltered hence, more relatable and trust worthy. Our feeds are flooded with celebrities posting their favorite products whether clothing, tech, beauty or food. According to a study done by Deloitte, 47% of millennials’ purchases are influenced by social media. Most recently, the F&B industry started a new marketing: naming menu items after celebrities, proving that this tactic considerably increases sales.
A notable example of this new marketing tactic is when McDonald’s teamed up with Hip-hop superstar, Travis Scott, to create his signature meal. The $6 meal included — quarter pounder with cheese, bacon and lettuce, medium fries with barbecue sauce and a medium Sprite. It was the first time a celebrity’s name was on the McDonald’s menu since 1992, with Michael Jordan’s “McJordan” Burger. The meal promotion showed a skyrocket in sales and some locations were even running out of ingredients. It also led to the production of branded merchandise which sold out on the same day and gave the brand even more publicity.
The fast-food chain isn’t the only one leveraging celebrities on their menus, Dunkin’ Donuts has recently collaborated with the Tik-Tok sensation, Charli D’Amelio. The young dancer found her fame on this popular platform as she danced to trends on the app gaining 107 Million followers and a net worth of $4 million. Dunkin’ Donuts partnered with the star to launch “The Charli”- a cold brew with milk and three pumps of caramel swirl.
D’Amelio’s fans were eager to try her favorite drink and Dunkin gave 100 points to anybody that ordered it through their app making even more customers eager to try it whether they knew the celebrity or not. “The Charli” went viral causing Dunkin to run out of caramel syrup across the country!
But here’s the twist, no new ingredients were needed for neither the Travis Scott Meal nor the Charli. Both campaigns included existing menu items that did not require any additional training or alterations. Yet, using a popular face to promote menu items caused extreme market penetration. This is because millennials identify deeply with influencers, thus imitating their behaviors. So, offering their ‘favorite’ menu item was a no cost added recipe for success!
The bottom line is that millennials and Gen Z are constantly looking for recommendations through social media and celebrities have a large influence in that. Brands need to include the youth in their plans to stay relevant. These campaigns paint a picture of how upcoming marketing strategies will come about for restaurant chains in 2021.
