Build Buzz Beyond the Menu with Pop Culture-Based LTOs
Want to generate some hype? Base your next limited time offer on something everyone’s already talking about. Tapping into pop culture partnerships and linking menu items to recognizable and beloved characters, settings or themes can engage younger consumers and their families. Check out these examples for inspiring ways to drive traffic and boost brand relevance.
Tie Menu Items to Upcoming Movie Releases
Get creative with execution and naming, and you might just see results. Burger King added extra flair to its menu, coinciding with the release of the family movie, How to Train Your Dragon. Guests can order items like a version of its signature Whopper that features a flame-like red-and-orange bun and Fiery Dragon Mozzarella Fries. The company credits these new offerings as helping to prompt an uptick in family visits.
Consider Cross-Platform Promotion
McDonald’s is taking the franchise partnership to a new–and digital–level with A Minecraft Movie Meal. The LTO puts a pop culture spin on its Happy Meal with a choice of items tied to items in the world-building Minecraft game and features a limited-edition collectible. Plus, each collectible includes a code that fans can redeem to unlock access to digital experiences. Because McDonald’s fans had already built a space within the game, the movie partnership was a natural extension. Though not all restaurants will enjoy this kind of advantage, they can look to form partnerships that have an existing connection or affinity with their brands.
Create Movie-Themed Meal Experiences
Why limit your tie-ins to one or a few items? Fork n’ Film, with locations in the U.S. and London, brings movies to life with multicourse meals inspired by and coinciding with a film showing. Consider launching a multisensory film-and-feast night, inviting diners of any age group to an immersive experience they won’t forget and will be likely to repeat.
How to Make It Work
What are your consumers watching, playing or streaming? Clever tie-ins with trending movies, shows or games will help get the word out about your restaurant as diners, especially Gen Alpha and Gen Z, take to social media to share their thoughts and experiences. In a crowded dining landscape, this social presence is more relevant than ever and will keep your brand top of mind. Just be sure you’re not stepping on any legal landmines—referencing a hit movie or game is fun, but make certain you’re not crossing into trademark or copyright infringement. When in doubt, get creative and build inspired nods rather than direct lifts.
What kinds of pop culture references would you play with at your restaurant? Share your thoughts on our Facebook or LinkedIn page.
Sources:
https://www.restaurantbusinessonline.com/financing/burger-king-makes-some-progress-key-constituent-families
https://www.qsrmagazine.com/news/mcdonalds-launches-new-happy-meal-in-partnership-with-a-minecraft-movie/
https://www.forknfilm.com/
