Consistency is key to franchise businesses — except when it isn’t. How to break the mold with a region-specific menu item, in this blog.
In Pulp Fiction — one of the most-famous movies in cinema history — one of the most-famous scenes features John Travolta and Samuel L. Jackson discussing the ways McDonald’s is different in France compared to the McDonald’s they know in the US:
VINCENT: “It’s the little differences. A lotta the same [stuff] we got here, they got there, but there they’re a little different.”
JULES: “Examples?”
VINCENT: “Well, in Amsterdam, you can buy beer in a movie theatre. And I don’t mean in a paper cup either. They give you a glass of beer, like in a bar. In Paris, you can buy beer at MacDonald’s. Also, you know what they call a Quarter Pounder with Cheese in Paris?”
JULES: “They don’t call it a Quarter Pounder with Cheese?”
VINCENT: “No, they got the metric system there, they wouldn’t know what a Quarter Pounder is.”
JULES: “What’d they call it?”
VINCENT: “Royale with Cheese.”
This scene does a great job of highlighting a real-world phenomenon. Though one of the benefits of chain businesses has always been consistency, some of the biggest chains in the world offer a slightly-modified menu to suit the regions where they operate.
In this post, we delve into the reasons region-specific menu options exist, why they’re a good call for franchise operations, and how to market your unique menu options effectively. Read on:
Contents
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Building Customer Loyalty Through Local Flavor
The thing about franchise businesses is that they’re a little deceptive: outsiders often view them as large, monolithic chains, when the reality is something far different: franchisees are local businesses, who live and work in their area. Reminding your customer base of that with local touches helps build a direct relationship with your customers, and enhances your hyperlocal marketing strategies.
Word-of-Mouth: if your restaurant takes a stab at a local favorite — like thin-crust pizza in St. Louis, the McAloo Tikki in India, or poutine in Canada — people are going to be pretty curious to see how you did. If you did it well, word will travel fast.
Repeat Business: This will sound like a truism, but local favorites became local favorites because people in the area really like that thing. Giving your customers what they want is a very good way to build a base of loyal patrons.
Emotional Connection: Offering menu items that reflect regional tastes creates an emotional connection with customers. It signals to customers that you’re part of the in-group, and a member of the local community.
Community Ties Through Local Ingredients
We’ve talked before about the benefits of getting involved in the local community for franchisees — things like volunteering, sponsoring sports teams, and donating to charity can all help raise the local profile of your business. But offering unique menu options also offers a unique opportunity to enhance your ties to the community through how you source your ingredients.
With basic menu items, most franchisees are contractually obligated to acquire their ingredients from the same place as every other franchise location. It’s part of what guarantees the same customer experience everywhere they go. A Big Mac is a Big Mac no matter where in the world you go.
But when you’re building a niche menu item for a specific region, it can make sense to add authenticity by sourcing your ingredients from regional vendors. A specific type of bread, meat or vegetables from area farms, a particular brand of sauce — these are often what guarantees that true local flavor.
Supporting local farmers or producers not only enhances the quality and freshness of your menu items but also gives you wonderful opportunities for cross-promotion, media coverage, and higher profiles. This community-oriented approach can create goodwill and strengthen the chain’s reputation as a supportive and engaged member of the local area.
Facilitating Market Penetration
According to a 2021 Pew Research Center survey, 39% of Indian adults identify as vegetarian. That’s not including additional groups of people in India who eat meat occasionally or sparingly, but even without them, it’s a massive amount compared to the 5-8% of Americans who classify as vegetarian. To put it another way, there are more vegetarians in India than there are people in the United States.
And yet, McDonald’s has over 500 locations in India, which ties the country for 14th place on the ranking of countries with the most McDonald’s. Clearly, McDonald’s didn’t get there just by slinging burgers. Or at least not traditional ones.
The “Veg Surprise Burger,” the “Butter Chicken Grilled Burger,” the “Butter Paneer Grilled Burger” and a whole host of other options break the traditional mold for McDonald’s offerings, but allow the brand a lot more ability to move product in areas where their normal offerings would fizzle.
You don’t have to go all the way around the world to find different target demographics, though. Little Caesars had a huge hit with their Crazy Puffs dish, which comes in cheese or pepperoni — or, if you’re in some target Hispanic markets, guava flavored. Introducing an alternate flavor profile that appeals to a specific audience can help you gain footholds where you’d otherwise struggle.
Crafting a Perfect Region-Specific Item
Sometimes, creating a new menu item requires one person with a dream — the Egg McMuffin was invented by a franchisee in California in 1972 — so it’s important to listen to what your franchisees may have to say about their local customer base. But if you’re a franchisor, taking a top-down approach to your menu, you’re going to need market research, local ingredients, and a lot of creativity.
Market Research: Polling your franchisees is a good start here, but dig into local food trends and consumer preferences. What’s popular in the region? Are there specific ingredients or dishes that locals are passionate about, like the Hawaiian affinity for Spam or St. Louis’ fondness for Provel cheese? Use this information to guide your menu development.
Local Ingredients: Sourcing ingredients locally not only supports regional suppliers but also enhances the authenticity of your menu item. For example, if you’re introducing a seafood dish in a coastal region, make sure it features fresh, locally caught fish. And if the locals always eat their seafood with Old Bay seasoning, it might be time to reach out for a partnership.
Creativity and Testing: Once you have a concept, experiment with different recipes and test them with a focus group from the local area. Gather feedback and refine the dish until it’s ready to debut on the menu.
Marketing and Promotion Strategies
Once you’ve got your new region-specific item ready to go, it’s time to shout about it from the rooftops—metaphorically speaking, of course. Effective marketing and promotion are key to ensuring your new item gets the attention it deserves.
Social Media Campaigns: Use your social media channels to tease the new item before its official launch. Share behind-the-scenes looks at the creation process, highlight local ingredients, and engage with your audience through polls or questions about their regional food preferences.
In-Store Promotions: Create eye-catching in-store displays and offer special promotions or discounts to encourage customers to try the new item. Consider running a limited-time offer or creating a “regional specialty” section on your menu.
Collaborations and Events: Partner with local influencers, food bloggers, or community organizations to promote the new menu item. Hosting a launch event or tasting session can also generate buzz and attract media coverage.
Hyperlocal Marketing: one advantage franchises have over other businesses is that they have the architecture in place to target specific areas more granularly than the competition. With paid search, paid social media campaigns, and Digital-Out-Of-Home advertising, you can flood specific areas effectively while neighboring regions will be none the wiser.
Promoting a regional item is something that franchise operations are made for — take advantage.
Final Thoughts
In conclusion, franchise operations are uniquely positioned to create, market, and succeed with a unique regional menu item. By understanding and celebrating local tastes, chains can create a more personalized and memorable dining experience that keeps customers coming back for more.
If you’re a franchise business looking to market something new, Balihoo is franchise marketing done differently. We’re built from the ground up to provide marketing solutions specifically for multi-location businesses. You can get started today by reaching out to our team.
Written by
Sean Kelly, Senior Content Writer
Sean Kelly is a Senior Content Specialist, St. Louis-based engagement expert with 20 years of experience in content writing, and 8 years in adtech.
