Fast food is looked at as cheap and unrefined. It’s good in a pinch, but far from gourmet or 5-star.
The biggest brands in the category reenforce this with value-based messaging and limited time offers that race to the bottom.
But gourmet is subjective.
In their value-forward message to mainstream America, those other brands were ignoring a special group of people that prefer fast food. Not because it’s cheap and convenient (although, that’s nice) but because of the bold, indulgent taste of the food.
Enter: Fast Foodies.
Their lifestyle is as voracious as their appetite and they have a certain approach to fast food. They talk about it, dissect it, and review it on YouTube the way Bon Appétit might feature a charred kale salad with citrus and green tahini.
Ambassadors of Indulgence
When bigger fast food brands buckled under societal pressure to sell salads, Checkers and Rally’s never backed away from bold, indulgent food. The same can be said for Fast Foodies. This unwavering commitment to our true selves gave us permission to lead a movement and act a little bigger than we were.
It quickly became clear that Fast Foodies were unapologetically indulgent about more than just their diets. So while our competition was busy talking about price, we got to work aligning ourselves with the rest of Fast Foodie culture.
Leaning in everywhere.
Even our obligatory LTOs felt different from the category and tapped into the true behaviors and cravings of our Fast Foodie audience.
