The Emotion Of Food
December 16th, 2006 by Chief Nut
A U.S. Census Bureau 2007 Statistical Abstract of the United States says that Americans are FAT! OH MY, WHAT A SURPRISE! We’re heavier than Mexicans, Australians, Greeks, New Zealanders and the British — combined! OK, I added in that “combined” bit, but you get the point.
So what does this have to do with brand? Consider the purchasing process for most people and the influences at work that get them to buy one food over another:
- Desire for fast and convenient (pre-processed, pre-packaged, canned, wrapped)
- Desire for something filling (SUPER SIZE IT!)
- Desire for something that tastes good (mmmmm, bacon)
- Desire for value (processed is cheaper than fresh)
- Desire for control (customized burgers, selection of meals, selection of size, etc.)
Restaurants aren’t big on promoting “slow, labor intensive, light, health food”. Worse yet, the general public’s buying decisions aren’t based on this latter concept either. If the emotions of health conciousness could beat out the above list every time, we’d have a nation of svelt, buff, super-studs.
Certainly Subway Sandwiches is giving this a go (You GO Jared!), but we’re a long way off from turning this epidemic of obesity and diabetes around. An interesting note is that Subway was voted the #1 Franchise of 2006 by Entrepreneur Magazine. Hmmmm
If you’re in the food industry, consider the world changing, differentiating strategy that YOU could be making by shifting your brand’s emotional connection from “fast and fat” to “hip and healthy”. It’s different but it could help lift you above the other lard brokers out there … and the world would be better for it.
