The big (predominantly Fast Food) Resto Chains are appealing to their COVID-fatigued fans by buying back into nostalgic menu items and marketing campaigns – an attempt, some say, to provide the kind of seasonal ‘comfort and joy’ that many folks are seeking as we all face a bleak Christmas…
Who can’t resist the combination of the Dickens classic A Christmas Carol,
with the most famous Muppets of all time, for a nostalgia blast?
Whadda you mean, Gen-Xers: “Mupp-who?”
U.S. Thanksgiving was bad enough for many, making travel to see family and friends difficult or scary (depending on your point of view). Still, many did risk travel, and the official daily updates on new cases, hospitalizations and deaths are already confirming what a bad idea that was. Now, Christmas looms, and folks are facing new travel bans and large-scale lock downs being enforced more ruthlessly than ever before in an attempt to turn the soaring virus infection rates around.
Okay. I want to reinforce the warning I made way back months ago, when various political jurisdictions started easing isolation rules in an attempt to aid the stubbornly lagging economy in at least holding its own under pressures unheard of in the lifetimes of most of those alive today. It’s just a bad idea to ease the rules while real dangers still abound, when we all know that significant numbers people will not respect the rules still in play and/or not go to the effort and expense to follow social distancing and masking rules. They’re fed up with the privations of the struggle against the pandemic and aren’t going to to take it any more. It’s kind of a collective madness… Call it ‘herd insanity?’
But there have been calls from brand fans (massive ones via social media channels) for iconic fast food joints to revert to old, familiar menu items and beloved slogans to help the war weary find at least a little respite from the fight against the pandemic,
What are folks doing and what are restos doing?
After what some observers have called unprecedented calls from foundational McDonald’s fans for the brand to bring back the much-debated McRib sandwich, McD’s has brought it back – to raves from some and expressions of disgust from others. Apparently, nothing has changed since the McRib was last on the permanent menu, back in 1985. Sure, McD’s has brought back the McRib for limited times since then, but only in regions where it was really popular, like the U.S. Deep South. Elsewhere, across much of North America, the McRib was met with a shrug of the shoulders and a polite brush-off.
Now, it’s coming back nationally for the 35th anniversary of its initial launch, just in time the start of 2021. And, yes, the controversy is back, too. New generations are getting in on the old rivalry between McRib lovers and haters, though they have no basis whatsoever on which too make comparisons between the original and the one that’s being served today. I say the kids should just stick to what they actually know and have experienced over their limited lives, and let the old folks bathe in their much-sought, much-loved memories.
Not just McDs’
Other long-lived Fast Food chains are also celebrating whatever they can find to celebrate. KFC, for instance, is shamelessly relying on fan nostalgia for the old days by bringing back special reproductions of its famous Family Buckets. As greasy as they will undoubtedly be after they’ve served their primary purpose, KFC is advertising them as ‘Collectable’.” According to Business Insider: “[The] chicken chain announced it will re-release its 1966 and 1971 US holiday buckets, as well as début a vintage-inspired 2020 design. The 1966 and 1971 buckets were precisely recreated, with the ’66 bucket featuring KFC’s retired tagline: ‘North America’s Hospitality Dish’.
“KFC bucket meals have been bringing people together around the dinner table for more than 60 years,” Andrea Zahumensky, KFC’s U.S. CMO, said in a statement. […] Even though the holidays may look a little different this year, we hope our holiday buckets help everyone hark back to a simpler time and bring some comfort and joy to your homes and your families throughout the season.”
Spokespeople for other brands have chimed in, extolling the wonderfulness of their own products’ various heritages, especially at a time of year where there some really memorable seasonal themes and images to draw upon. Chips Ahoy, Burger King, Kraft/Heinz and others have recently brought back beloved former spokespeople, mascots and product brands. For example, Froot Loops has given the inimitable Toucan Sam his first makeover since he first appeared, back in 1963.
What do you think?
I think that marketers are using nostalgia as a lever into fans’ heads. I’ve also enjoyed a little nostalgia as much as the next girl, but I feel… ‘Sad’ is the only word that readily comes to mind to describe my reaction to this stunt. It’s not a fair fight; today’s scientifically designed nostalgia campaigns against the needy, defenseless psyches of folks’ beaten-down resistance to such appeals.
It’s also sad from the standpoint that it’s a classic ‘Hail Mary’ move, pulling the last screwdriver from the almost-empty toolbox, so to speak.
My take
Every time I see some trend or fad like this nostalgia thing going by, I feel compelled to muse even more deeply on the future of Fast Food, and the whole idea of restaurant dining for that matter. as often happens, the Fast Food guys and gals have taken the lead in planning for the future, notable among Burger King, which recently unveiled details of its master plan for the future showing off new practices, procedures and standards designed as a prototype of the universal Fast Food concept of the future..
A lot of what he BK brain trust offers makes sense to me from a strategic point of view. But I’ll wait and see what that the other big Burger chains are brewing up before I make any pronouncements.
Meanwhile, I’ve decided to shun the Christmas 2020 nostalgia kick. I’m, still convinced that the creative upper crust of the Food Marketing Elite can do much better than they have so far, energising their toughest-ever holiday audience to embrace the joy and enthusiasm the season deserves…
What’s your verdict?
~ Maggie J.