Issue of the Month - Predictions 2013

Melissa Webber of Holy Cow! Design Advertising predicts what will be "hot" next year.

1. De-franchise the franchise

We believe that QSR franchise chains will seek to reduce customers' overall impression that the store they have just walked into is one of many in a large chain of outlets.

Customers will receive a specific instore experience at their favourite location. Local content, individual fit outs and varying visual installations and environmental graphics will replace the traditional 'cookie cutter' approach usually applied to franchise stores.

As consumers demand more and more from their dining and entertainment experiences – and because they are willing to pay for it – creating a unique and distinct atmosphere and ambience instore is imperative.

2. New design directions

We predict that many QSRs will be looking for a fresh creative approach for 2013.

On a recent site tour in Melbourne, we noticed that many of the most high profile QSRs are starting to look very similar - the same interior finishes, the same approach to environmental graphics and a 'quirky' tone of voice in their promotional material.

We are currently working on a new QSR concept for launch in the first quarter of 2013 and we are also excited about working with existing operators to renew their overall branding and environmental graphics in the new year.

3. Digital Loyalty programs

2013 will see most of the large QSR chains bring their loyalty programs online and fully automated at point of sale. This will drive a new approach to both digital and instore marketing that will rival social media in its importance .

QSRs will realise that a strong loyalty program will allow them to build a personal and engaging relationship with the people who have already demonstrated their allegiance to the brand, rather than giving an unrestricted voice online to those who may or may not have ever visited your store.

We believe that in 2013, building loyalty membership will quickly become more important than building Facebook 'likes'.

If you would like more information about creative services for the QSR industry, please contact Melissa Webber, Creative Director, Holy Cow! Design & Advertising on 02 9212 4676 or visit www.holycow.com.au

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