Fast Feeders Borrow Brand Equity From the Grocery Aisle
Taco Bell knows when it has a good thing. The chain followed up its Doritos Locos Taco -- one of the most successful fast-food introductions in recent years -- with a Cool Ranch iteration in March, and it's testing a Fiery Chicken Cool Ranch Doritos Locos Taco. It also expects to roll out a spicy, lime-flavored taco later this year. Although co-branded products are nothing new to the food industry, fast-food marketers seem to think there's a fresh opportunity to with new or limited-time items featuring other brands. Here's are some of this year's rollouts:
CARL'S JR. POP-TART ICE-CREAM SANDWICH
It's a simple product -- two halves of a strawberry Pop-Tart and a scoop of vanilla ice cream -- but the rollout garnered significant PR buzz and social-media attention.
CARL'S JR./HARDEE'S JIM BEAM BOURBON BURGER
The ad for the burger, which includes bourbon-flavored sauce, pepper jack cheese, lettuce, tomato and bacon, features Heidi Klum as Mrs. Robinson from "The Graduate."
SUBWAY'S CRUNCHY CHICKEN ENCHILADA MELT
Subway is testing a Crunchy Chicken Enchilada Melt, a sub with shredded chicken, enchilada sauce, Monterey cheddar -- and Fritos.
POPEYES ZATARAIN'S BUTTER-FLY SHRIMP
Popeyes originally introduced the Zatarain's Butter-fly Shrimp in 2012, but the chicken chain in June revived the limited-time offer for what it calls "two iconic New Orleans brands" through late July.
JAMBA JUICE'S QUAKER-BRANDED BOOST
The pair is linking up for new products for the health-minded, including a Quaker-branded boost for smoothies. They're said to be prepping a new oatmeal product, granola bars and cookies.
These partners will bring Greek yogurt to Starbucks ("Evolution Fresh, Inspired by Dannon)," next year and to grocery stores in 2015.