Tag Archives: dishes

Weight Watchers’ café is fuelled by social media

17 May

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It’s not a case of bloggers’ block that’s kept me away for so long; it’s a lack of intriguing campaigns. But, just as I was about to give up hope… Weight Watchers opened the door to a very interesting concept.

The weight-loss company has launched its first ‘Feel Good’ café in London, and social media is the key to getting in.

In exchange for spreading the ‘feel good’ message, customers can pick their favourite healthy dishes – for free.

It’s a bold and brave approach to hospitality, but it’s not the first time we’ve been bribed with freebies for a Facebook update. Remember Special K‘s Tweet Shop?

Weight Watchers’ café, based in Hoxton Square, may only be open for a week, but it is something the the brand will consider rolling out nationwide if it’s successful. After all, tasting is believing and if people choose its meals when eating out, then they’ll definitely purchase as part of their weekly shop. It’s a win-win.

So, don’t be fooled. Even if you leave feeling good, the Weight Watchers’ empire will feel better.

Don’t get me wrong. This is a breakthrough initiative for the weight-loss industry, as Alex from Social Media Frontiers says. And, for a brand which already commands considerable shelf space in supermarkets, this really was the only direction to go in. Sure, it could’ve partnered with an up-and-coming coffee chain but where’s the fun in that?

Big brands don’t tag-along if they’ve got the pulling power to lead from the front.

My only critique is that the café launch should’ve coincided with Social Media Day (June 30), but Weight Watchers has a good excuse – new research which highlights the dieting challenges the UK faces, and the café is part of the answer.

The only other question is, how will Slimming World respond?

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The Fat Duck owner waddles away from Little Chef

23 Jun

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The rise of celebrity chefs – such as Marco Pierre White, Gordon Ramsay and Jamie Oliver – have dominated our cookbooks, TV shows and magazines for years. But now, one angel named Heston has fallen from grace as roadside restaurant chain Little Chef has given him the boot.

Brand ambassador Heston Blumenthal has been dropped by Little Chef after six years, after his outrageous dishes proved unpopular with diners. A kick in the teeth after he was recruited by the business to help turn around its flailing image. But it seems that ox cheeks and strawberry and orange flower-water yoghurt just doesn’t cut it with motorway drivers after all. Surprised? I didn’t think so.

Now, I’ve got to hand it to Little Chef’s PR manager Richard Hillgrove who’s created a story with this ‘no news’ update thanks to his quote that doesn’t pull any punches:

“His dishes aren’t popular…we’ve wiped him from the menu. Little Chef needs to get back down to earth and that’s what we are doing.”

Hillgrove has essentially blamed Heston for failing to do his job, implying that they’ve had to overrule his poor choices by going back to basics. It doesn’t come into question that Little Chef had bad judgement by agreeing to work with an individual that’s not aligned to its target audience in the first place!

Heston’s publicity team has been quick to respond to Little Chef by dumbing down the Michelin-starred chef’s advisory role, making it clear that after Channel 4’s documentary was aired in 2009 he had little to do with the menu rollout.

Although Little Chef won a place in the spotlight by bringing Heston on board in 2007, no one in their right mind would’ve expected the idea to work. The Fat Duck and Dinner’s success can’t be replicated in a branded greasy spoon because a) no one asked for it and b) it’s the wrong target audience. I assume market research was produce to back this up, so where is it?

Consumers weren’t avoiding Little Chef because its dishes weren’t up to scratch, I expect it was because the venues, facilities, customer service and range of dishes were tired and boring – not broken. Something that Heston wanted to address.

You know as well as I do that celebrity endorsements can work to great effect, if the objectives, strategy and tactics are all aligned.
But, because this activity was doomed from the start, Little Chef is back to serving Olympic breakfasts and its customers can relax knowing they’re getting the meal they’ve always wanted.

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