Fast food chains are not typically known for the most creative digital advertising, but perhaps they deserve more credit than they’ve been given. The most recent of these marketing novelties comes from Shake Shack’s team, which created a dating app in partnership with DoorDash. The app, named Eat Cute, is available for a limited time in conjunction with Valentine’s Day 2022 and enables customers to match based on the desired spiciness level of their chicken sandwich. Customers who match can earn a free sandwich and also win freebies including a $5,000 Doordash gift card.
Over the years, there have been a number of other fast food campaigns that stood out for their uniqueness. McDonald’s put out an ad featuring Mindy Kaling in a bright yellow dress against a red backdrop, with absolutely no mention of burgers or the McDonald’s brand. Meanwhile, Burger King attempted to grab the attention of viewers and their smart home devices with the phrase “OK Google, what is a Whopper burger?”
At the end of the day, customers value fast food chains for two reasons – their convenience and consistency. These are products that have not changed for years and, arguably, all of these brands are household names that do not require much advertisting, if any. However, each company pours millions into advertising every year. It’s not clear how much in additional sales such advertising can directly generate but, at least in Shake Shack’s case, the novel dating app also comes with the perk of gathering customer data that the company can independently own and leverage.
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