On Our Minds: What We Can Learn from the Cheeseburger
Ah, the cheeseburger. It’s as American as blue jeans, SUVs, and… Broadway? Yes, both are proud American institutions in their own way, yet each are marketed very, very differently. What can we learn from the way that fast food brands market their product? After years of intense drive-thru studies, we’ve discovered some things:
They talk to each other. They share the space and joke together. Even when they play up being competitors, as seen during the great Chicken Sandwich War, they draw attention to each other. A rising tide lifts all ships.
They serve their fans. They make themselves feel accessible, not out of reach from an intellectual or cultural perspective. They don’t rely on one-size-fits-all messaging, they find their relevant demos and tailor authentic creative just for them.
They create strong brand voices. They speak boldly, carving out their own space in a crowded ecosystem. Wendy’s, for example, is a masterclass in voice and tone.
Right about now you’re probably thinking, “They’re pitching fast food hamburgers. We’re selling a premium artistic experience for hundreds of dollars. There’s no comparison.”
For many, getting their first Happy Meal is a memory as fond as seeing their first Broadway show. From that childhood moment on, fast food brands like McDonald’s reinforce just how fun it is to step into one of their restaurants. It’s time for us to do the same. Let’s make friends with other shows and highlight them on our socials. Let’s push our brand voices to always embody the unique, wondrous worlds we’re presenting. Let’s expand our reach beyond our usual fanbase and speak to new demographics in fresh ways.
There’s some value in taking ourselves seriously but we are, ultimately, a populist, if elevated, creative industry. We need to find our fans where they’re at and speak to them the way they speak to each other. We need to create marketing identities that they want to interact with. We need to show them we’re accessible, that we’re here for them. We need to remind them just how fun we are.
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