Source | Internet Brand Officer
01
I still remember that 3 months ago, the scene of the hometown chicken throwing 50 million to invite the people of the whole country to eat is still vivid, but I didn't expect that 3 months later, another fast food brand took over the banner of the hometown chicken, and once again staged a drama of paying out of pocket to entertain the masses.
Just yesterday morning, Wallace, a Chinese fast-food brand, officially announced that it would give away 100,000 set meals for free to thank fans for their support along the way.
Source: Weibo @Wallace official Weibo
Of course, this is just a relatively general statement, and the specific reason is to take the opportunity of the reopening of Wallace's first store in the country in the new year, on the one hand, to give back to users, and on the other hand, to do some publicity for them.
After all, as one of the kings of 10,000 stores in the national restaurant chain brand, Wallace has been open for many years, and Wallace's first store also has unusual significance.
In 2000, Wallace's first store was officially opened in the Student Street of Fujian Normal University, and it was from then on that that a national chain of 20,000 top-level fast food brands rose.
Now, 24 years later, the original shop has been renovated and upgraded, with gorgeous interior decoration, exterior whitewashed with red sandstone imported from India, and branded with the Wallace NO.00001 signboard.
Source: Wallace's official public account
Wallace's idea is probably that, as a Chinese brand, it is natural to use this Chinese red color scheme to base itself on the local market and go global.
The idea is very good, but this supporting banquet user activity, it seems that many netizens do not buy it, and there is no shortage of complaints about the event on social platforms.
Source: Weibo
That's obviously a good thing to give away a free package, but everyone doesn't buy it?
02
If you look closely, you will find that there are two main points that netizens complain about this event.
First of all, there is the way to get it.
As a catering brand with more than 20,000 chain stores in China, it has at least tens of millions or even hundreds of millions of hidden users behind it. Even if only 1% of users claim this free plan, the number of users who participate will far exceed the 100,000 copies of the free plan.
Then the final result is obvious, only a small percentage of users will receive the free package, and the majority will not receive it. And when a marketing campaign only makes a small percentage of users and ignores the majority who don't have a lot of engagement, it's hard to say that it's a great campaign.
What's more, the distribution method of this free package is not a lottery or the like, but a first-come, first-served format. Since 0:00 a.m. yesterday, it has been issued, but the official public account and official Weibo have not issued relevant notices until after 10 o'clock in the morning, which leads to users who know the news in advance can receive the package early, and those who learn the news later can only look at the words "Led the light" and beat their chests, and this kind of negative emotions of users are more harmful to the brand.
Fortunately, Wallace later remedied the situation, and after the 100,000 packages were delivered early, he continued to make up for the coupons, and finally gave out a total of 250,000 packages, which was 150% more than the original 100,000 packages, which was barely enough to save some passers-by.
Source: Weibo @Wallace official Weibo
Overall, Wallace was a great idea to reopen a new store and market it as a free package, but the fly in the ointment was that there was a deviation in execution, which ultimately led to a less-than-perfect result.
In the original plan, this event was supposed to attract new users and wake up old users with the help of the free package offer, and with the gimmick of "free delivery" to trigger network communication and harvest some tap water, but in the end it experienced twists and turns and did not reach the set goal.
If Wallace had perfected the acquisition format in advance, perhaps the campaign would have been more effective in the end.
03
In addition to the form of acquisition, another major criticism is the questioning of Wallace's "free delivery" attitude.
The 250,000 family wedding packages were given away this time, each package included a spicy chicken leg burger, a black pepper chicken nugget and a glass of medium coke, which is essentially an ordinary single package.
However, considering that Wallace burgers tend to be less generous than KFC and McDonald's, it's hard to say whether this free package will fill the average adult.
If compared with the meat and vegetarian chicken soup set given by the hometown chicken for free before, Wallace looks obviously much more shabby this time.
However, it wouldn't be a problem if it was just a little less to give, after all, what kind of bicycle do you need to give away for free, right?
Source: Wallace self-service ordering applet
However, this free "Happy Family" package coupon cannot be used directly, and you also need to purchase regular-priced items for more than 1 yuan. In other words, if you want to eat this family celebration package, you must also purchase at least one other product at the same time.
In this way, the so-called "free delivery" has more of a "discount to buy" meaning, and the gift and delivery are not pure enough, so it is no wonder that users are not very satisfied with this.
04
In fact, there are not many marketing activities that use the "free delivery" point, and compared with the above-mentioned hometown chicken banquet nationwide, it is much better than Wallace in all aspects.
In terms of obtaining methods, hometown chicken does not need to queue up to receive coupons, first-come, first-served, or lottery coupons, etc., but thousands of stores across the country directly open their doors to welcome customers for free on the same day, but they can eat for free when they enter the store.
Although Lao Xiang Chicken is also limited to 1,000 servings of two set meals per store, these 1,000 servings are enough during the lunch period.
Whether it is the way of obtaining or the number of packages, the hometown chicken is obviously much more sincere.
After the end of the free meal at the store on the same day, the next day Lao Xiang Chicken also carried out the second wave of free takeaway activities on the takeaway platform, and you can eat a package worth 44 yuan for only 1 cent.
Source: Weibo @ Lao Xiang Chicken
Compared with Wallace's requirement that he still needs an extra 1 yuan of regular-priced goods, the hometown chicken has undoubtedly won this wave again.
But of course, I don't say this to think Wallace is bad, after all, as a consumer, who doesn't like prostitution?
It's just that for Wallace, or this could have been a more successful marketing event with more traffic, the final effect was not perfect because of the lack of implementation details.
Back to the "free tier" itself.
Wallace's opportunity lies in the reopening of Wallace's first store 24 years ago, which can be regarded as a "restart" for the leading restaurant chain brand that already has 20,000 stores across the country.
The rise of Wallace has also been accompanied by the development of KFC and McDonald's in China along the way.
Now, Wallace, who is second only to Ken and McCak in the field of Western-style fast food, may also continue to make efforts on the occasion of the New Year and the renewal of the first store, and strive to catch up with Ken and Mai.
In the past year, McMen Literature and KFC Crazy Four Literature have exploded, and Wallace has finally followed this Internet password and created "Happy Week 5" in an attempt to catch up with McMen and Ken.
That's certainly something to encourage and affirm for the 24-year-old Wallace, isn't it?