Getting from “like” to “love” is a challenging proposition, especial in the QSR category. Strong opinions from consumers can be both a blessing and a curse.
Tough feedback is a way for a brand – especially in the hyper-competitive category – to improve. However, the trials and tribulations of McDonald’s, for example, offer a glimpse into the razor-thin line between contributing to culture and simply co-opting it in awkward ways.
For fast food giant Taco Bell, getting fans into the far end of the “love” spectrum is what continues to drive its content and social strategy.
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