Rita's Tastee Burgers
M E M O R A N D U M
TO: xxxx
FROM: xxxx
DATE: April 15, 2014
RE: Case 09- Rita’s Tastee Burgers (RTB)
___________________________________________________________________________________________
PROBLEM: What brand insight should be the initial centerpiece to drive further creative development surrounding RTB’s new target?
CRITICAL FACTORS:
(1) Tastee Target: 18-22, full time college students that reside within eight target areas and seek low price, quality food and a communal gathering place to go at all hours. (2) Rita’s Brand: With consistent neon signs, tin roof, and nostalgic art-décor, RTB has created a unique culture and a place to make memories at any stage of life. (3) The Valued Burger: All RTB burgers …show more content…
RTB is perceived as a place to sit and spend time with friends and family provides an experience (2, 4). RTB provides a quality food and an inviting environment at any time of day (3, 4).
CON: It is a drive-thru where food can be picked up and taken elsewhere consumer not engaging with RTB (2, 4). Does not discuss the product itself, which is a strong selling point (2, 3).
(2) With RTB, tradition is just around the corner.
PRO: Implies that whether you’re two or twenty, the experience and the burger are part of a notable tradition dating back to 1972 (2, 3, 4). RTB can improvise for the comforts of home and adolescence college students occasionally crave (1, 2). RTB’s product as a part of consumer’s positive memories consumers will associate RTB brand with that positivity (1, 2, 4). Provides a way to reflect and build upon the memories they made with RTB growing up, while encouraging them to make new ones (2, 4).
CON: Could cause them to miss their family negative impression (2, 4). Could possibly evoke unpleasant memories and hurt brand perception (2, 4). Low brand recall suggests RTB is not a tradition for a majority (1, 4).
(3) Valued burgers, valued
TO: xxxx
FROM: xxxx
DATE: April 15, 2014
RE: Case 09- Rita’s Tastee Burgers (RTB)
___________________________________________________________________________________________
PROBLEM: What brand insight should be the initial centerpiece to drive further creative development surrounding RTB’s new target?
CRITICAL FACTORS:
(1) Tastee Target: 18-22, full time college students that reside within eight target areas and seek low price, quality food and a communal gathering place to go at all hours. (2) Rita’s Brand: With consistent neon signs, tin roof, and nostalgic art-décor, RTB has created a unique culture and a place to make memories at any stage of life. (3) The Valued Burger: All RTB burgers …show more content…
RTB is perceived as a place to sit and spend time with friends and family provides an experience (2, 4). RTB provides a quality food and an inviting environment at any time of day (3, 4).
CON: It is a drive-thru where food can be picked up and taken elsewhere consumer not engaging with RTB (2, 4). Does not discuss the product itself, which is a strong selling point (2, 3).
(2) With RTB, tradition is just around the corner.
PRO: Implies that whether you’re two or twenty, the experience and the burger are part of a notable tradition dating back to 1972 (2, 3, 4). RTB can improvise for the comforts of home and adolescence college students occasionally crave (1, 2). RTB’s product as a part of consumer’s positive memories consumers will associate RTB brand with that positivity (1, 2, 4). Provides a way to reflect and build upon the memories they made with RTB growing up, while encouraging them to make new ones (2, 4).
CON: Could cause them to miss their family negative impression (2, 4). Could possibly evoke unpleasant memories and hurt brand perception (2, 4). Low brand recall suggests RTB is not a tradition for a majority (1, 4).
(3) Valued burgers, valued