In this edition of Outside In we review a pro-bono assignment that was done for an ex-colleague’s new QSR venture long ago – nearly a decade back. His team had built a centralized cloud kitchen (!) that was to supply hygienic fast-food to a series of franchisees that they would sign-up and I had helped them build a social media marketing media approach – all this in 2010 (!). I can’t help but proudly feel that all of us were way ahead of our times then. A centralized-cloud-kitchen-driven-franchisee-QSR-brand – promoted by social media marketing – seems to be an on-par model today, but it was revolutionary a decade back
I think we did well in terms of our efforts, but the venture didn’t last very long I guess – for reasons beyond our span of control. Yet, the foundational elements of the social media marketing approach would probably hold true even today. The tools and mediums have definitely changed, but the core activity list probably remains the same. Here’s a trip down memory lane, with some reflections on ventures of today…
Quick Snapshot on the QSR Chain
The organization had undertaken the commercialization of a “Centralized” Kitchen Activity to further its cause and commitment to the underprivileged for creation of jobs in a highly organized trade of Food retailing with focus on providing employment opportunities. It intended to bring an Opportunity to the Franchising world without the concept of Royalty. It was not going to charge any royalty to any of its franchisees as a part of its unique Franchising techniques. Instead of royalty, the franchisees were going to pay for the Kitchen Services on a transfer-pricing based model. The Kitchen was certified by Henkel Standards of Kitchen hygiene, which ensured that even in the worst possible scenario Kitchen services can maintain a pest free environment for high quality food and meals preparation
The ‘Digital-first’ Marketing Discussion
Needless to say, being in a start-up mode, the marketing budgets were obviously thin and their team was looking at doing something ‘guerrilla’. This is where I came in and suggested them to go ‘digital-first’ (!) in their marketing approach - starting with a digital menu card. Recall this was 2010; so neither their consumers (B2C) nor their potential partners (B2B) were really on digital yet. It is just that being digital meant a lot more marketing done with relatively little money
Apart from deploying their brand website as a channel – with corporate as well as consumer journeys – I had suggested and convinced them to explore social media as one of the focus-channels for engagement (B2C) and inquiry (B2B). Noted below is the evolution of that roadmap and rollout…
Pursuit of the 7Cs of Social Media
We kept in the mind the 7Cs of Social Media then:
Creative
Communication
Collaboration
Connection
Competition
Community
Convergence
1 & 2) Creative & Communication (B2B as well as B2C-focus)
The brand’s identity and communication was centered on the imagery and characteristics of a friendly ‘house-chef’ who cooked and delivered exciting and hygienic fast food for you from the (central) kitchen at a reasonable price point. The messaging illustrated the merits of ‘fast food’ taste – while being hygienic – that suited a consumer’s pocket
3 & 4) Collaboration & Connection
a) Establish a Basic 10-Pager Website (B2B-focus)
About ‘QSR Brand’
Store Locations – Addresses, Photos, Contact Details
Menu – with Photos
Business Model Brief
Franchisee Pages
Contact Us Page – Numbers, E-Mail, Feedback Form
The point here was: Establish OWN headquarters on the Web – a space on the Internet where people could visit and connect with the Brand – outside of the Social Pages. This property became a de-facto URL destination for all their social media communications. (Recall that pushing business discussions only via Social wasn’t a thing in 2010, so we had to engage with the audience on social, but lead them to corporate website to establish credibility.)
b) Build out the Social Media Pages (B2C-focus)
Mouthshut.com – Built a Profile & invited all Customers & true Fans to write in candid Reviews and rate us on our Offerings & Services
Burrrp.com – Built a Profile & invited all Customers & true Fans to write in candid Reviews and rate us on our Offerings & Services
Facebook.com - Built a Profile, Invited Members to join our page from Day One
Content: Created multiple Store Videos for posting on Youtube.com, posted own as well as consumer Store Pictures on Facebook, Slideshare & Flickr and provided access to Brand/Store Presentations on their own website as well as on Slideshare
5) Community (B2B as well as B2C-focus)
Pursued a Referral Program to onboard Franchisee Partners
Ran Engagement Chats with fans on Facebook – to understand that they liked and what they did not, while seeking their support to extend WOM with friends and family
6) Competition (Alignment) (B2C-focus): Seek & Publish Reviews & Ratings – Post Brand/Catalog for Mouthshut.com Reviews
I have proposed a “Product Addition” of the QSR Brand/Products Catalog on mouthshut.com. I’ll track if it appears soon on their List somewhere. It’s a complicated website where I still cannot find stuff that I have written myself. – This is from my mail to them in February 2010
But, of course, it did appear and we did manage to get the whole thing moving in a week or so. The purpose of doing this was to be transparent about how we fare with respect to our competitors in the same segment. It would not only help us establish ourselves as a credible player in the category but also give us real-time feedback for improvements
7) Convergence: Offline-Online Integration
We had developed a simple paper-based feedback mechanism at their stores and delivery boys, which captured this from the customers they served – Physical FB Forms to include these 2 Items:
I) Write about “QSR Brand” on:
- Mouthshut.com – http://www.mouthshut.com
- Burrp.com – http://www.burrp.com
II) Allow us to post your feedback on the “QSR Brand” on these Social Websites:
- Mouthshut.com
- Burrp.com
- Facebook.com
The consumer feedback we captured on paper forms were then plugged back into the digital media – on a manual basis (it was barely in 100s so it was manageable)
What We Could Not Execute – Blog and Twitter
I had recommend a ‘Journey Blog, as one can be as Regular & a Frequent Blogger as you would be on a Twitter Account, with an Additional Advantage of being able to write in for longer than 140 Characters and use Images as much as you like
Launch the Brand Blog Right Away – Chronicling their Entrepreneurship Story
They had been posting 1-Liners on Brand/Food Franchising/Fast-Food/Etc. on a regular basis on LinkedIn – the Concept PPT, the Business Model, the Challenges, ROI Projections, and so on
My Suggestion was: Initiate a Formal Blog where you will write in about their adventures on a Daily Basis – Menu-related, Franchising Details, Store Operations, Customer Feedback, Problems/Solutions, Your Learnings, Offers, and Whatever
The Idea was to project the complete “Brand/QSR Story in parallel with their Entrepreneurship Story”, such that it can serve as a reference/inspiration to Potential Partners and Customers on a regular basis
A Blog would allow them to communicate to their “Prospect Franchisee Partners” and show them why this franchise was cool. Offering them the business is good but guiding them in every step of the way is better. The audience learnt that they are trying Hard… Avis-style!
This is what we call “Building in Public” in 2021
Align yourself with some “Huge” Blogs
Invite some “Huge” Blog Owners to try out your Outlet and write in an Honest Feedback. Link them up with your own Blog
Example: Rashmi Bansal – http://youthcurry.blogspot.com – is one such Huge Blog that spoke about and to the Youth
This is what we call “Influencer-led Marketing” in 2021
A New Brand Emerging Today
Just on a whim, I ran a Google Search with the old “Brand Name and Facebook” and I found a similar simple Page with a similar concept – emerging from Bangladesh (!): Comfort Food, Cloud Restaurant – open to Home Delivery… a Promoter and a SMM Manager kick-starting their Journey perhaps…
In Conclusion
Once these properties are well established, we can use these Links/Assets as part of overall Marketing Collateral and solicit an ongoing Customer Connect – This was the vision of all SMM Initiatives then… It holds true even in 2021…
References and Sources
1) Notes from my own Experience with the Brand/Promoters
2) Working Documents of the Brand (only the ones I had access to and the ones I myself built)