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Posted on July 24, 2015 by mtob
Restaurants and other food service companies need to use every advantage to market themselves to potential customers. This has traditionally been accomplished through commercials on television, radio, print and through old-fashioned word-of-mouth advertising. These traditions obviously are far from dead, and they’ve even been joined by social media advertising, but companies that offer take-out or delivery services can also use their own packaging and to-go containers to sell themselves. Here are just a few examples of how that is done.
One of the smartest things that a food service company can do with its packaging is display its logo. Logos are far more powerful than many people realize, with many being instantly recognizable to people all over the world. Fast food restaurants are perhaps the best known for this practice. Everyone can recognize a container from McDonald’s from its iconic golden arches, just as everyone knows a KFC bucket thanks to Colonel Sanders’s face. The simple act of carrying a bag of McDonald’s food home turns people into a walking advertisement for the restaurant.
Other restaurants that aren’t considered fast food have also adopted this marketing approach. Applebee’s offers take-out food in fairly distinct bags, and restaurants such as Timber Lodge have their logos on their styrofoam to-go boxes. It’s a simple yet effective marketing strategy that requires little effort on the part of the company.
Since styrofoam and plastic aren’t exactly environmentally friendly, some people may be reluctant to order food from restaurants that use them for take-out orders. On the other hand, more and more people are going to restaurants that use more eco-friendly biodegradable packaging. This may not exactly be a marketing strategy, but the very fact that so many smaller companies are using this kind of material for their food definitely makes people take notice.
Providing Menus with To-Go Orders
Restaurants that rely heavily on delivery and take-out orders often include menus with their food. Not only does this make it a lot easier for repeat customers to order food in the future, but the menu makes a great advertisement for anybody who sees it. Many Asian take-out restaurants like to use this strategy, and some restaurants may even print the menus on the packaging itself. This may not work as well as simply putting a copy of the menu in with the food since the packaging is usually thrown away, but it’s still a good example of how some food service companies are using their own food packaging as a marketing opportunity.
These are just a few ways that food service companies can use their own packaging as marketing opportunities. Plenty of restaurants and other similar businesses use these marketing strategies to their advantage, but there are also plenty of businesses that still rely on nondescript styrofoam packaging when it comes to sending food to their customers’ homes. More specialized food containers are surprisingly inexpensive, and they can be customized to have practically any logo and be any color. They are a perfect way to provide a restaurant with some inexpensive advertising, and any take-out restaurant, delivery service or fast food place would do well to find packaging that works for them.
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