" A study asked the public which attributes were the most important for a fast-food chain; among the respondents, cleanliness ranked first, followed by the wish to have hot food actually served hot. "The idea that fast food should be juicy (not dried out) placed eleventh on the list" (Gershman, 1990, p. 176). According to this author, Wendy's took two of its product attributes, hot and juicy, and based their entire marketing campaign around that central theme. These commercials fueled the company's success for years, but Clara Peller's "Where's the beef?" was only popular "for about a minute"; because there was no central theme line, sales began to decline for Wendy's and have never fully recovered from that time. As a result, "Advertising isn't enough any more. For at least ten years, fast food has been a battleground for market share, and that market is becoming increasingly segmented" (Gershman, p....
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