Issue of the Month - Marketing predictions 2013

Find out what's hot for marketing for this year. Paola Tanner of Fuse Franchise Partners shares her top 3 predictions for the year ahead:

• Acquisition of more brands by some parent companies that are diversifying their portfolios. A continuing trend of brand acquisition via private or public equity as these specialist management companies realise additional value via economy of scale and specialised management skills. Parent companies aim at applying their systems and processes to acquired businesses as well as learning from the businesses acquired to improve the existing brands under their umbrella.
   
• Technology to come into sharper focus as QSRs aim at integrating POS, web orders, loyalty schemes and apps to foster customer data acquisition. Many chains do this in a piecemeal manner but in 2013 the urgency of a consolidated and integrated solution will become more evident to many chains.
   
• Hero ingredients such as McDonalds Angus Beef will continue to be the focus and centre of many marketing campaigns while fresh ingredients, café style ambience, appealing food displays and authentic genuine food offerings will stay as priorities, but it is becoming the norm, therefore not being able to be used as a point of difference. Customer service levels will also be a strong focus with experience in store rating very high as the consumers reason for choosing a QSR over another.

Paola Tanner is the director of Fuse. Fuse is an agency wholly dedicated to helping franchise chains achieve excellence in marketing implementation across all channels. .