DESIGNER

Alex Martinez

PROFILE/DESCRIPTION

• Location: Mainly California
• Large scale chain, but not too common. It’s a sort of special thing. 
• Services: Food, drive through, etc. ALSO sometimes does pop-ups. 
• Social values: consistency, cleanliness, quality. 
• Type of workplace: clean, efficient, but also hard-working. Customer service is a priority.

 

• Country: America
• State: California/Southern West Coast
• Stores are placed in more rural areas, to cater to people traveling or on road trips (a large portion of our customers). 
• Prices are extremely reasonable to cater to lower income people/people of all types.

 

• Brand advantages: speed, taste, drive through, 
• Brand attributes: quality, cleanliness, customer service. 
• Brand experience: Southern California “vibe, diner-like feel, classic American food.

I want to spread the word about the not-so-secret menu. I think it can be hard to generate excitement about food, but something branded and known as a secret can make customers feel special and excited to go to In-N-Out. It holds potential to boost sales because of this. I want people to feel like they should get in on the secret, and make the trip to In-N-Out. I think it’s kind of in our nature; a type of FOMO.

GOALS

My posters will feature a red backdrop with iconic In-N-Out graphics that are reminiscent of the brand, which will have not-so-secret menu text clearly incorporated into them. At the bottom there will be the normal In-N-Out branding and motto. The idea is that the viewer will see this and instantly be reminded of a glorified depiction of the retro In-N-Out style. I think the “secret” branding will make them feel as though its a special thing, and incline them to visit/buy.

 

PRIORITIES

The purpose of my campaign is to create a sense of FOMO in people who see the ad about the “not so secret menu,” driving them to visit In-N-Out. The goal is to boost sales and spread the word about the secret menu to those who may not know it really exists. It’s about making the customer feel special.

TARGET AUDIENCE

My target audience is Texan middle-class uneducated parents with kids, as well as teenagers of all typers. Uneducated people are more likely to buy fast food due to the health education factor, as well as their options statistically being more limited due to cost. I chose people in Texas because In-N-Out has recently expanded, adding many locations in texas. As people there are new to the chain, they may be less familiar with the Secret Menu.