by SNEB member Ellen Schuster, MS
As always much is happening online whether in the metaverse, social media, mobile ordering and more. Read on…if you dare…
The metaverse, drones: Not yet in the metaverse where you can connect socially in a 3D virtual reality world? See screenshots from the metaverse of Wendy’s, Chipotle and McDonald’s (https://www.businessinsider.com/chipotle-mcdonalds-wendys-metaverse-virtual-worlds-photos-2022-4); McD’s in the metaverse – its mission: sell food (https://www.supermarketguru.com/the-lempert-report/what-mcdonalds-thinks-about-the-metaverse/); Paneraverse – Panera’s virtual reality restaurant w/delivery (https://blog.cryptoflies.com/panera-bread-is-set-to-launch-paneraverse-a-virtual-restaurant-with-real-life-food-delivery/); Wendyverse, also a restaurant (https://www.marketingdive.com/news/wendys-metaverse-meta-horizon-worlds/621325/); Slim Jim Meataverse will have virtual goods, food products and more (https://gadgets360.com/cryptocurrency/news/slim-jim-meataverse-launch-trademarks-virtual-universe-us-snack-maker-2815531). Think food companies/restaurants are alone in the metaverse? CVS has entered with plans to include wellness programs (https://www.benefitspro.com/2022/03/09/cvs-prepares-to-enter-the-metaverse-now-what/). Drone delivery of restaurant food especially in the suburbs to increase in the coming years (https://www.pymnts.com/news/delivery/2022/drone-food-delivery-scales-restaurants-consumers-seek-cost-friendly-options) and a TX company makes the case (https://www.qsrmagazine.com/outside-insights/why-drone-delivery-win-quick-service-restaurants).
Mobile ordering: Mobile exclusivity, like the recent McDonald’s sauce example, gives companies direct access to customer data and their spending habits (https://www.marketingdive.com/news/mcdonalds-szechuan-sauce-mobile-app/622032/). More regional grocers roll out online SNAP purchasing (https://www.grocerydive.com/news/more-regional-chains-roll-out-snap-online-purchasing/622497/). DashPass is DoorDash’s lower cost food delivery subscription for undergraduate/graduate students at accredited colleges and universities in the U.S. (https://techcrunch.com/2022/04/11/doordash-discounted-dashpass-subscription-college-students/).
Shoppable recipes: Walmart shoppable recipes on Snapchat (https://www.marketingdive.com/news/walmart-food-inspiration-shoppable-snapchat-AR/621650/).
Youth influencers: What is an influencer? Someone who promotes/recommends a product/service on social media. Recently, Unilever announced. plans to limit food marketing children, including influencers under 16 or those whose target audience reaches those under 16 (https://www.marketingdive.com/news/unilever-food-marketing-kids-children-teens/622455/). What do we know about kid influencers (a recent study found that 40% of kid influencers included food and drink; 94% of the products were unhealthy) (https://healthyeatingresearch.org/research/kid-influencer-marketing-gaps-in-current-policies-and-research/) and a 6-page brief (https://healthyeatingresearch.org/wp-content/uploads/2022/03/HER-Kid-Influencer-Brief-030322.pdf); original research (https://www.sciencedaily.com/releases/2020/10/201026081501.htm).
Other influencers: TikToker influence is growing in restaurants (https://www.fastcasual.com/news/tiktoker-influence-growing-in-restaurant-industry/); IHOP using influencers (https://www.marketingdive.com/news/ihop-influencers-pancakes-loyalty/621887/); online grocers using online users as influencers and paying them for ‘winning’ recipes (https://www.grocerydive.com/news/how-ethnic-e-grocers-are-turning-up-the-heat-on-shoppable-recipes/620205/); one registered dietitian’s 5 questions to ask when viewing influencer info (https://www.self.com/story/nutrition-influencers).