09 October 2003

Fast Food’s Feeding Frenzy

This industry’s marketers are ordering the wrong solutions to their supersized sales woes

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
This industry’s marketers are ordering the wrong solutions to their supersized sales woes. They don’t realize that what it takes to initially bring people in the door -- or up to the drive-through window -- may be quite different from what it takes to lure them back. And the real goal is to get hungry customers to return weekly, or even daily.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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