Folks have long maintained that fads and trends run in cycles. Or, they liken the repetition of things people like to the swing of a pendulum. Whatever the mechanism, we’re seeing ever-smaller circles and ever-faster swings these days as Fast Food chains struggle to keep their menus ‘fresh’ and ‘exciting’…
The Fast Food World may be getting smaller, soon, as the players struggle
to survive in an ever more crowded and frantic marketplace…
And, just a reminder to enjoy responsibly!
As I was putting together the Fast Food Week post yesterday, I marveled at how many menu item announcements lately have been about the return of old favourites, most for a limited time only, some keyed thematically to the season.
That’s not a crime, I guess. But it demonstrates my point, that the major Fast Food players are trying to out-do each other with hype, just to hold their customers’ attention. And mixed in with the ‘return engagements’ are wild, sometimes strange new menu items, also available for a limited time, which attempt to grab diners’ attention with ‘shock and awe’. Some of these eventually come back. The crazier ones usually don’t.
The Fast Food sector has evolved into a carnival midway, with all the players shouting at once. Pity the poor consumer. Those who are religiously devoted to one chain’s wares will not feel as much aggravation as others who like item A from one chain, item B from another, and so on.
As I’ve said before, it’s all part of a big change that’s coming to the Fast Food marketplace, one in which the meek shall be bought out by the strong or perish.
Speaking of which…
We reported a week ago the Buffalo Wild Wings had been bought out by Arby’s. That is the first of many buy-outs and mergers I see coming in the near future. Chipotle’s, weakened by a year of food poisoning incidents and other scandals may be next. Their CEO has stepped down in a desperate attempt to to convince shareholders and customers alike that the company is renewing itself. One more food poisoning case, though, and the CEO’s grand gesture will be all for nought.
Who will be next?
I see consolidation in the Chicken niche. KFC will continue to reign supreme, but what about the other, smaller players, especially those who have recently attempted to get into Chicken as a way of expanding their potential markets? Long John Silvers might do better to concentrate on Fish and Seafood than to stretch its resources to accommodate Chicken in a market where they are solidly out-gamed by the likes of Popeye’s.
There may be enough room in the Pizza market niche for both Pizza Hut and Domino’s. They will probably continue to make no greater effect on the Mom-and-Pops and local Pizza vendors with several locations than they already have. These neighbourhood favourites have their own faithful followings… Likewise, Papa John’s and Little Cesar’s will remain regional favourites in the Pizza niche.
An another front, Arby’s has positioned itself in a unique niche, with its traditional Roast Beef Sandwiches and, though it has cautiously dipped its toes in other waters, the chain has stayed within the bounds of the new identity it established for itself in the past couple of years, as the Meat Pros. The acquisition of of Buffalo Wild Wings is a natural for Arby’s. It gets them into Chicken without a huge R&D expenditure, and without spending millions on new equipment and training for its established restaurants.
But what about Wendy’s, Burger King and McDonald’s? I predict that at least one of McD’s challengers will either go under, merge or dramatically change itself, perhaps moving to another niche. All three Burger Giants are struggling to keep their customers loyal, but I think McD’s is the only brand that can definitely withstand the challenges, if only because of their aggressive advertising and longstanding as an industry icon.
Regional favourites like Carl’s Jr., Checkers, Sonic and California’s own In ‘n Out will remain regional favourites, of course. This a case of flying under the radar, compared to the big, multi-national chains…
My recommendation…
If you’re a fast Food lover and you like to follow the trends and try new things, fine. For the rest of us, who occasionally indulge in a little Fast Food sin, get a pair of ear plugs! It’s only going go get noisier…
~ Maggie J.