2 KFC inclusive marketing lessons and Burger King's popular herbal "meat" launch

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ASSOCIATED PRESS

In the United States, restaurant chains that offer vegan and vegetarian options on their menu have attracted a lot of interest. And with new suppliers of herbal "meat" on the market such as Beyond Meat and Impossible Foods, it is becoming easier for more restaurants to offer meat alternatives to their customers.

The reception so far has been positive to say the least.

KFC has recently been associated with & nbsp; Beyond the meat to pilot by offering an herbal menu in one of its sites in Atlanta. This herbal chicken is sold in just five hours.

Earlier this summer, Burger King piloted the Impossible Burger, a herbal version of their hamburgers, in partnership with Impossible Foods. They have since released a national version of the meatless burger.

And while the new plant-based options have attracted a lot of interest, it's important to note that it's a lesson from & nbsp; power of inclusive marketing.

As marketers and business leaders, the more options you offer to meet the diverse needs and preferences of the customers we serve, the more you create products, services and experiences that will make them feel like to be at home.

The result will be an expanded customer base, as you are able to effectively serve a whole group of customers who have long been ignored. The plant-based food market is worth $ 4.5 billion and has grown 11% over the past year, according to the Plant Based Foods Association.

Previously, if vegetarians or vegans wanted to eat fast food, popular chains like KFC, Burger King and many other restaurants had only few options, or none at all.

As a person with a dietary restriction, it is difficult to plan meals, especially when traveling and in social situations. I certainly do not want to be "that person" that everyone has to accommodate because I eat gluten free. As a result, fast or fast food options are often prohibited.

And when I go out to the restaurant with friends and family, this only comes after going through the menus of the places in advance to make sure that there will be enough money. options for me to eat.

But this becomes less of a problem when restaurants plan to be inclusive having lots of options available to me and other people with dietary restrictions. Not only do I feel welcome in these types of establishments, but it also makes life easier for my friends and family.

The business is related to membership. And when you decide to invest your resources to serve a more diverse client group, you are not only preparing to grow your business, but also improving the lives of many people throughout the process. .

Here are two key lessons learned from & nbsp; KFC and Burger King's introduction of plant-based options, which can help you in your quest to be more inclusive in your marketing.

Partnerships are important

KFC, Burger King and many other restaurants knew that their expertise was not herbal food. But instead of simply saying "we do not have the capacity to serve these customers," they have partnered with companies with this expertise. As a result, they have been able to serve the market faster and much more efficiently.

When you begin to wonder how to serve more diverse customers, you may find that changes need to be made to your existing product offering, processes, or even the way you communicate.

Do not let any gaps in your abilities prevent you from starting. Find the right partners to help you speed up your market entry.

Test and learn

Neither KFC nor Burger King have gone ahead with their factory-based offers. They tested the & nbsp; first small scale products first to meet the demand. Throughout this test phase, several other key lessons have also emerged.

For example, Burger King has received many social media feedback that "Impossible Burgers" could not really be considered vegans or vegetarians because they were cooked on the same grill as meat products.

As the consumer base diversifies in many ways, it will be increasingly difficult for brands to survive by serving only the masses. Inclusive marketing is not just the right thing to do, it is becoming more and more the basic way of doing business.

Make sure your mark has a length in advance.

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ASSOCIATED PRESS

In the United States, restaurant chains that offer vegan and vegetarian options on their menu have attracted a lot of interest. And with new suppliers of herbal "meat" on the market such as Beyond Meat and Impossible Foods, it is becoming easier for more restaurants to offer meat alternatives to their customers.

The reception so far has been positive to say the least.

KFC recently signed a partnership with Beyond Meat to pilot the offering of an herbal menu item at one of its locations in Atlanta. This herbal chicken is sold in just five hours.

Earlier this summer, Burger King tested the impossible Burger, an herbal version of their hamburgers, in partnership with Impossible Foods. They have since released a national version of the meatless burger.

And while the new plant-based options have sparked a lot of interest, it's important to note that it's a lesson about the power of inclusive marketing.

As marketers and business leaders, the more options you have to meet the needs and preferences of the customers we serve, the more you create products, services and experiences that make them feel like to be at home.

The result will be an expanded customer base, as you are able to effectively serve a whole group of customers who have long been ignored. The plant-based food market is worth $ 4.5 billion and has grown 11% over the past year, according to the Plant Based Foods Association.

Previously, if vegetarians or vegans wanted to eat fast food, popular chains like KFC, Burger King and many other restaurants had only few options, or none at all.

As a person with a dietary restriction, it is difficult to plan meals, especially when traveling and in social situations. I certainly do not want to be "that person" that everyone has to accommodate because I eat gluten free. As a result, fast or fast food options are often prohibited.

And when I go out to the restaurant with friends and family, this only comes after going through the menus of the places in advance to make sure that there will be enough money. options for me to eat.

But this becomes less of a problem when restaurants plan to be inclusive by having many options for me and other people with dietary restrictions. Not only do I feel welcome in these types of establishments, but it also makes life easier for my friends and family.

Business is a matter of belonging. And when you decide to invest your resources to serve a more diverse client group, you are not only preparing to grow your business, but also improving the lives of many people throughout the process. .

Here are two key lessons learned from the introduction by KFC and Burger King's plant-based options, which can help you in your quest for a more inclusive marketing strategy.

Partnerships are important

KFC, Burger King and many other restaurants knew that their expertise was not herbal food. But instead of simply saying "we do not have the capacity to serve these customers," they have partnered with companies with this expertise. As a result, they have been able to serve the market faster and much more efficiently.

When you begin to wonder how to serve more diverse customers, you may find that changes need to be made to your existing product offering, processes, or even the way you communicate.

Do not let any gaps in your abilities prevent you from starting. Find the right partners to help you speed up your market entry.

Test and learn

Neither KFC nor Burger King have gone ahead with their factory-based offers. They tested the new small scale products first to meet the demand. Throughout this test phase, several other key lessons have also emerged.

For example, Burger King has received many social media feedback that "Impossible Burgers" could not really be considered vegans or vegetarians because they were cooked on the same grill as meat products.

As the consumer base diversifies in many ways, it will be increasingly difficult for brands to survive by serving only the masses. Inclusive marketing is not just the right thing to do, it is becoming more and more the basic way of doing business.

Make sure your mark has a length in advance.

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