The Problem with Redemption
In Restaurant SmartBrief’s list of Top Ten articles of 2010, there is an interesting cautionary tale about Groupon. Well worth reading. Yet again, the curse of redemption without incrementality strikes.
Read moreMcDonald’s Evolutionary Testing
McDonald’s is testing “Garden Fresh Wraps”, which appear to be the evolution of prior a new product concept they’ve been trying for awhile: a portable, chicken “non-sandwich”. Of course, as with all QSR product tests, the big issue is incrementality. Even if I sell a lot of the new product, did I sell less of something [...]
Read moreRestaurants Get Social
Several high profile social media campaigns have made the news in the restaurant world, including Applebee’s Veteran’s Day campaign, Chili’s FourSquare chips & salsa promo, and McDonald’s, Starbucks, and Chipotle on Facebook Deals. As these offers become more mainstream among major restaurant chains, the way restaurants invest in and measure social media will need to [...]
Read more