There’s a fast food chicken restaurant chain in NC called Zaxby’s. I’ve yet to eat there but sure it’s competitive with others in the space. I’ll have to do some research. Yesterday, I had a couple of meetings and presentations in which I discussed the “Fruit Cocktail Effect.” When a brand tries to be too many things it becomes none. Fruit cocktail is a sweet sugary mess rather than a mélange of grapes, peaches, pear and cherries.
I watched a Zaxby’s TV spot last night and noted how very plain it was. Pictures of humans, steaming chicken, nature, nurture – the ad could have been for any product. The culprit? Fruit Cocktail.
Zaxby’s tagline (de facto brand strategy) is “Friends. Family. Flavor.” That’s three claims – if they can even be called claims. Flavor might be the closest thing to a claim.
No doubt Zaxby’s gets the chicken right — they are a successful business. Now they need to get the brand right. Zaxby’s needs a single claim behind which it can load up its proof. Make a claim…and prove it every day.