BREAKING THE INTERNET
What the cool brands are doing.
Fried chicken sneakers? Sub-zero strength training? Sometimes franchising fact is stranger than fiction.
In January, two fast food giants joined forces for a polarising product launch that blew up online.
The Colonel’s fried chicken made a limited time appearance on a deep-dish Pizza Hut base for an exclusive partnership in the UK. When news of the cross-brand collaboration broke on social media, users were quick to label it as the ultimate hangover cure, but not everyone was convinced.
The gravy base, popcorn chicken topping and stretchy golden mozzarella was welcomed with open arms, but some critics drew the line at the added sprinkling of sweetcorn.
“What kind of animals have sweetcorn on a pizza?” one social media user wrote.
“Don’t get the big deal with KFC gravy and I certainly wouldn’t like it as a pizza base. Just weird!!” another said.
Regardless of pizza preferences, the campaign was a huge hit. Images of the pizza on KFC’s Facebook page racked up over 197,000 comments and over 30,000 shares, making it one of the company’s biggest updates worldwide, and the noise translated into sales.
According to reports, customers ordered just under 20,000 KFC x Pizza Hut pizzas on the first day alone, with the snack introduced to celebrate National Pizza Day in the UK.
In fact, the collaboration was so successful, KFC decided to branch out even further.
The chicken chain unveiled another unlikely partnership earlier this year, breaking into the competitive world of footwear for the first time. Why? Who knows, but the result is outstanding.
KFC teamed up with Crocs to create an ungodly mess of colour and odour, releasing a collaboration shoe featuring a red and white striped base to replicate the iconic KFC bucket, with a fried chicken print and a Jibbitz charm.
Even more impressive, KFC’s new footwear even smells like fried chicken.
“Do you love world famous fried chicken? Do you love Crocs?
The fitness icon has made good on its goal to become truly global, launching a new Antarctic studio!
Housed on-board luxury travel line Antarctica21’s newest cruise ship, Magellan Explorer, the world-first Anytime Fitness Antarctica studio opened in November, making the chain the first franchise with representation on all seven continents.
But it is far from just a marketing gimmick.
The studio is equipped with all the extras you’d expect from the franchise icon. Passengers can enjoy top of the line cardio and strength equipment 24 hours a day, providing a muchneeded physical escape from the harsh outside conditions.
“Having the opportunity to be the featured gym on the one-of-a-kind Magellan Explorer was the perfect way to bring health and wellness to the South Pole,” Anytime Fitness global CEO Chuck Runyon says.
“Our partnership with Antarctica21 is game-changing. Not only have we upped the ante when it comes to accessibility, we’re really bringing the vision of Anytime Fitness to life.”
The cool new addition launched with a 10-day trip departing from Punta Arenas, Chile, before travelling across the Drake Passage, stopping at a range of environmental hotspots.
Do you love brand spokespersons like Colonel Sanders? Then, boy, howdy, do we have something for you,” the official website reads.
The KFC x Crocs classic clog is set to become available for purchase later this year for an estimated $US60.
Need more persuading to part with your cash?
“Combining the unmistakable look of our world-famous fried chicken and signature KFC bucket, with the unparalleled comfort and style of Crocs, these shoes are what fried chicken footwear dreams are made of,” Andrea Zahumensky, KFC US chief marketing officer, says.
Collaborations between fast food chains have steadily grown in popularity over the past few years. Rather than competing, many chains have seen the value in joining forces, developing significant inroads with traditionally cautious consumers.
It’s become commonplace in the US, with chains such as Burger King co-branding with Cinnabon to sell “minibons” over the counter.
Here in Australia, fast food co-branding has yet to take off, however some innovative franchise brands may be working to change that.
Earlier this year, Aussie restaurant franchise Belles Hot Chicken unveiled a partnership with US-based snack brand Cheetos, culminating in the release of a full-scale limited edition menu.
The co-branding was the perfect blend of marketing and menu innovation. Belles Hot Chicken, famous for its spicy wings and tenders, drew on the iconic Flamin’ Hot Cheetos product for a flavour hit.
The collaboration drew international acclaim, with Belles Hot Chicken receiving hundreds of comments and shares via social media.
Now one for the introverts. Ever found yourself shopping and that pesky store assistant won’t leave you alone? Well, franchise icon 7-Eleven has your back.
The convenience store launched a network-first concept store in Richmond last year that is entirely cashless and cardless.
Customers create a user profile on the app, link their credit card and upload a selfie. They are then able to scan their own items on their phone and check out within seconds without having to queue or re-enter their payment details.
“Nobody likes to wait, so eliminating queues was part of the mission for this mobile checkout,” Angus McKay, 7-Eleven chief executive officer, says.
“The store feels more spacious and customers avoid being funnelled to a checkout location, creating a frictionless instore experience.”
That experience is looking decidedly more independent. Whether you’re not a fan of small talk, looking for a discreet purchase or just in a rush, the new 7-Eleven cashless, cardless concept might be right up your alley.
“Continuing our focus on providing ultimate convenience, this year we’re trialling a catering service, and we’re thinking about ways to provide an extraordinary experience to more customers, more often, in more ways that suit them,” McKay says.
“That might be delivery, it might be micro-store formats. We’re trying to push the notion of ‘convenience’ to its absolute limit.”