Brands Try To Appeal Hipster? Yum! Brands, Inc. (NYSE:YUM), PepsiCo, Inc. (NYSE:PEP)

Be it Yum! Brands, Inc. (NYSE:YUM) or PepsiCo, Inc. (NYSE:PEP),  their carefully crafted brand-image itself appears to be working at cross-purposes. Apparently, it is not just these two food chains that are affected, nearly every major chain, with their larger-than-life logos, is being dismissed by consumers of today.

The result is that many of the old, big-timers, such as PepsiCo, Inc. (NYSE:PEP), are confining  their beguiling brand-images to the background. Instead, their moves in recent financial quarters, have been to reinvent themselves based on the current range of products they are selling, such as the Caleb craft soda by PepsiCo.

McDonald’s has been testing new waters, with a café that serves eggplants and lentils, as hipsers of today call all the shots!

Yum! Brands, Inc. (NYSE:YUM) and other peers in the big food-chains category are singing sweet paeans to their consumers aged 20 to 30, by projecting themselves as small-sized, custom product offering businesses.

Brand Imaging experts are researching the psyche of new-age buyers, which incidentally revolves around two magic words, ‘Real’ and ‘Authentic,’ and ascertain that millennials are looking for eating experiences around these two themes.

Yum! Brands, Inc. (NYSE:YUM) or PepsiCo, Inc. (NYSE:PEP) now are only as good as the last ‘like’ or good ‘comment’ on social networks. Since new-age consumers rely predominantly on social networking-based user comments, most chains have to realign themselves to cater to the new dimension.

Recently, PepsiCo carefully handled new releases of its cola products. It chose to launch Caleb’s Kola in a glass bottle and sweeten it with cane sugar, over the now unacceptable, high-fructose corn syrup!

Thanks to ‘connected’ hipsters, the likes of Taco Bell have now introduced an interesting business model as well ‘Intrapreneurs.’ A separate ‘concept’ was evolved allowing Taco Bell to charge their consumers $3 per taco, leading to higher consumer satisfaction!

Lisa Ray

Lisa Ray primarily covers Retail and Healthcare. Lisa Ray has completed her MBA (Finance) and an avid market tracker. She is a stock market analyst who closely tracks US markets along with other global markets like India. She has been expressing her views for years about markets and also advises various clients.

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