White Castle is promoting an element that’s representative of what ails most fast food marketing.
Rather than outside-in.
White Castle offers a Crave Clutch delivery package with meals that are “the perfect choice for family meals and gatherings.”
The brand leverages a dubious fact, saying it invented carryout when it toyed with the idea in the 1930s.
Whether the latter claim is true or not is beside the point. Whether it creates preference is not.
Fast food marketing suffers from an error common to many categories.
Everything is about the company or brand. Not about the user, whose emotional identification with fast food brands remains soft.
Fast food chains often try to gain market share by rotating items on their menu. Buying up new locations. Or offering cheaper deals.
Fast food marketing
That just tells target audiences to shop around.
There are only a few fast food chains with true preference. Such as Chick-fil-A. What is its key? Its brand.
Chick-fil-A doesn’t promote cheap deals or keep changing its menu. Its brand actually means something to people.
So few fast food brands claim anything. McDonalds remains No. 1 because of its many locations, heritage and a brand that says “fun.”
The rest? Who knows? So, instead they use cliches like “crave” or make claims based on operations from nearly 100 years ago.