Question

Topic: Taglines/Names

Fresh And Sustainable Made Daily To Grab And Go

Posted by Anonymous on 10/17/2015 at 11:20 AM ET 250 Points
Pure Beverly Hills offers a seasonal menu of fresh and sustainable produce prepared daily, carefully prepackaged for those who want to grab a quick bite or just grab and go.
Catering is something that every restaurant dabbles in one way or another. Our concept, though not exactly a restaurant, rather a high end grab and go, can't afford to dabble... We need to hit the ground running and catering/take-out and delivery must grow to comprise 50% of our sales for our business model to work.
We need a tagline for our catering services that is an iteration of our two working taglines which are "When Fast Food meets Fresh Food" and "Made fresh daily just for you", AND that will be catering centric and specific. Thank you for your help.
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RESPONSES

  • Posted by SteveByrneMarketing on 10/17/2015 at 11:46 AM Accepted
    Your two working taglines sound generic to the market segment you target, meaning any competitor could use them just as easily as you can.

    Who are your top competitors? In positioning strategy, you would find a way to use the customer's perception of the competitor's brands and creatively position your brand to its best advantage. The tagline comes from the positioning strategy, such as "The Uncola" and the "Nighttime Cold Medicine".
  • Posted by mgoodman on 10/17/2015 at 12:00 PM Accepted
    SteveTheMarketer is right. The tagline needs to somehow express your unique benefit-oriented Positioning. It needs to tell your target audience what's in it for them to use your services and why they are better off using you than using a competitor.

    This project is really a Positioning project, in which you look closely at your target audience, their needs, values, attitudes, perceptions, habits and practices -- and then define a niche in which you can legitimately compete and gain a significant market share. The niche isn't for what YOU do, but for what the target audience perceives the benefit (for them) to be.

    And a tagline that's perfect for one target audience may be not-so-perfect for another. After all, the needs and decision-making processes are different for each of your audiences, even within the catering business. (Example: Business meetings and weddings are different.) And you want the tagline to be specific and compelling for each audience. Otherwise your tagline will be sub-optimal for both of them.
  • Posted by Mike Steffes on 10/17/2015 at 9:17 PM Accepted
    Fresh Food Made Daily...Brought Fast To You.
  • Posted by Jay Hamilton-Roth on 10/18/2015 at 9:59 AM Accepted
    Sustainably Delicious Meals To Go
  • Posted by Shelley Ryan on 11/20/2015 at 6:00 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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