- Brand Challenge Series: When “Value Brands” Need To Raise Prices
Kyle Hermans, Synecticsworld
This article is featured in the online magazine Brandaide
By Kyle Hermans
An International quick service restaurant recently came forward with a complex brand challenge revolving around pricing for a customer-favorite menu item, which had remained unchanged for nearly 10 years.
The menu item was a poster child for the brand, one that drove frequent customer value purchases and helped establish the brand as providing a high-quality food experience at a very affordable price.
The Dilemma:
Increasing supplier costs and food stock shortages based on customer demands, rising costs of transportation, as well as increased storage and manufacturing prices had placed serious pressure on the brand to raise their line item prices… Click Here for the Full Article
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