Fast Feeders Offer Solutions to Moms' Homework Problem

Brandweek, July 26, 1999 by Theresa Howard

Rack-to-school may be a high-energy period for makers of everything from apparel and computers to textbooks, but for fast feeders it's strictly the doldrums. Still, with students likely lamenting the end of summer, fun becomes the maxim at the core of the season's fast-food promos, whether they involve fresh meal choices that cater to groups or higher-end, sometimes functional, gadgetry in kids' meals.

"Back to school is an interesting time of the year and you have to be active," said Steve Thomas, manager of marketing planning and analysis for Subway's Franchisee Advertising Fund Trust. "Typically, we see a seasonal dropoff. Adults are making a seasonal change in their habits as they transition from summer lifestyle to kids being back in school. We have got to be out there and be active, as if to say, 'regardless of what's happening in your life we've got a fit for

With parents busy shopping for the return to school and getting back on the scheduling fast track, fast feeders face consumers who are equally selective about the dollars they dole out and the ways they spend their time-strapped days. While the time crunch presents a challenge, it is also giving some operators a leg up on the "meal solutions" angle. The return of school '99 brings with it Taco Bell's Grande Meals and Pizza Hut's Big New Yorker. The menu additions mark a move by the two Tricon Global Restaurants brands to get a piece of the action when it comes to at-home meal occasions.

"There is a $20 billion category out there that we are just not getting our fair share of," said Gretchen Hofmann, vp-menu development, who handled the development of Grande Meals. "We're learning as we go on this, since it is all new territory. Moms are already on the road with kids as part of their normal dally routine. But with back to school shopping and getting back on a regular schedule, they are more stressed about time and value than during the typical year. We feel that we are offering them an option they haven't had before.

"We spoke to a lot of moms who said, 'It would just be so great if we could have tacos tonight,' but then said the menu was too complicated and overwhelming," Hoffman said. "This really marks a turning point for the brand. But as the brand evolves, so does the complexity of the marketing challenge."

Taco Bell recently broke print ads with the Taco Bell Chihuahua prodding moms to "Start your minivans" to target them more effectively. National TV also runs but Hoffman said Taco Bell is also working with agency Wunderman Cato Johnson, Irvine, Calif., to develop a direct mailer for moms. Simultaneously, the chain will tie in with Fox's re-introduction of the animated show Woody Woodpecker with five premiums in Taco Bell Kid's Meals.

Pizza Hut, meantime, last week broke a new spot behind its Big New Yorker pie, a product that targets tweens and teens. The new spot, via BBDO, N.Y., will air through late August and introduces three youthful characters in the spot, one of whom is about 15 and reminisces about eating pizza as a kid growing up in Brooklyn. The spot introduced the Big New Yorker brand-specific tag, "Pizza the way it's supposed to be."

For others, tried-and-true basics with kids meals is the tactic of the season as a slew of tie-in deals are turning out premium-packed kids meals with playful and functional giveaways. Burger King, Wendy's, Subway and McDonald's are vying for kids via movie and TV tie-ins.

Signaling just how hot the competition is on the kid front, the perpetual battle between burger rivals grew even more feisty in recent weeks over just how BK is wooing 7- to 12-yearold kids with its "Burger King Big Kids Meal." The meal offers bigger meal portions and a premium but McDonald's feels the offer violates marks and packaging from its own "Big Kid's Meal" promotion that ran in the Detroit market last year to win over preteens.

But that is not stopping BK from moving ahead with its two-pronged kids meals strategy for its back-to-school promotion that will make use of food and fun. In addition to a handful of Nickelodeon-themed toys, the chain will play up fun with its Chicken Tenders. In past promos, BK has sold Chicken Tenders shaped like either Rugrats or Teletubbies characters. This August the chain will leverage its relationship with the kid channel by offering Green Slime dipping sauce for Chicken tenders. After testing some 60 to 80 versions in various taste profiles, the authentic-looking sauce is sour-green-apple flavored.

"What kids really relate to for back to school is something with play value and that is also useful," said Richard Taylor, vp-marketing. "These premiums are tools with the fun and spirit of Nickelodeon.

Starting Aug. 16 the $1.99 BK Kids Club and BK Big Kids Meals will feature one of five premiums including a "Splat" calculator, light-up pencil topper, plush airplane cargo pencil holder, and write-and-wipe message board for lockers.

"These fit well into our kids strategy," said Cindy Syracuse, manager youth and family marketing. "They deliver high play value that everyone wants. But parents really appreciate that they are toys that are useful as well."