Publicists and marketers often counsel their clients about what will look good about a company to the general public. You might mention something that will deliver “good press” like charity work, donations or something that benefits your community more than it benefits the company financially. What is good for the company from a charitable standpoint might not be reflected in the bottom line. For some CEOs, this might result in inertia.
Here at Tellem Worldwide, we believe strongly that having a positive impact on the community and profit can be synonymous. A recent article in USA Today affirmed our belief.
Many chain restaurants like Denny’s, IHOP, Sizzler and Applebee’s have instituted healthful menus and/or menu options. Applebee’s, for instance, launched the under-550-calorie menu in 2010. While originally created to satisfy health advocates and stem public outcry about fast foods, menu changes have become a financial bonanza. During the beginning of 2011, the biggest-selling entree at Applebee’s wasn’t a fried sandwich or greasy Mexican plate; it was a sirloin and shrimp entree from the chain’s diet menu. This marks the first time that a low-calorie item ever ranked as the chain’s bestseller for a single month— let alone two in a row.
From the Applebee’s president:
I’ve been in the restaurant business for 30 years, and I’ve never seen anything like this,” says Mike Archer.
Often times, he says, restaurant goers report in the polls that they want healthier items, but when they actually visit the establishment, they tend to choose the less healthy offerings. “We’re seeing a sea change in consumer behavior,” Archer adds.
As publicists, we must be careful about which “good for the community” campaigns and initiatives we bring to our clients. Just because some have had success doesn’t mean they all will. A sea change is certainly here with the merging of doing good things for your consumers while making it profitable— it’s a new paradigm.
To read the entire article, make sure you click this link: http://www.usatoday.com/money/industries/food/2011-04-12-healthy-food-restaurants-applebees.htm
-Andy TWW
