In this tough economy, being on top doesn't matter, as companies like Best Buy received a lot of mouth-drops by analysts who projected good things to come. Instead, the company was prognosticating cutbacks. It's a given that Best Buy won't buckle, but the franchise restaurants miffed by their own brand advertisement might want to reach out direct to their consumers-- to see what it is they really want. Arby's isn't on the forefront of every consumers' mind (of course not!) but its slogan suggests how customers should be thinking about brands: constantly.One franchise restaurant I'm predicting is going to file for Chapter 11... Chili's. Over the years, they have tried to reinvent food offerings and the customer experience, but had not the legs to stand on. Reacting way too quickly to the competitive franchisee climate, Chili's went from "Spicilicious" to "Pepper in Some Fun" over the course of one year. That's a short window to inform the consumer of a new demographic and a new experience. Confusion then ensued and led to less and less door traffic.
Applebee's did it right... waiting quite some time before introducing its new logo design and spruce-up of "Welcome to the Neighborhood." Nights are packed with college students scarfing down half-price appetizers. The big difference between Chili's and Applebee's: I don't see myself at Chili's. Who are they anyway?
The one chain restaurant that I will promote until I experience my own drop of the mouth is T.G.I. Friday's. "In here, it's always Friday." Ahhh... just rolls right off your tongue, and you know it's going to be a party. It's loud, the food is great, and the atmosphere makes you want to embrace everyone around you. It probably didn't hurt to also receive reigning endorsement from Guy Fieri, host of "Diners, Drive-ins and Dives," touting his own menu of succulent entrees. Tomorrow I'm going there. Can't wait.
While you don't have to offer horsey sauce and $5 dinner combos to be successful, you certainly need to have brand consistency through and through. Best of luck, Chili's.