Brand Loyalty War: Fast Food Style

I have recently realized exactly how much money I spend on fast food restaurants. Trust me, the amount is amazing considering that I hate to cook, therefore I tend to eat out. There are so many options that you do not have to eat the same thing every time. However, if you were to check my food history I would say that 4 out of 5 times I chose to eat at Burger King over any other fast food restaurant. However, if you check my roommate's history she tends to eat at McDonalds when choosing to eat fast food. The topic of this blog focuses on brand loyalty.

I don't believe that it is the difference in the food that makes me choose one place and my roommate another. A cheeseburger is just a cheeseburger when everything is set side by side. We both take all the extra sides off and can order basically equivalent meals from both places. There has to be another reason why we choose different restaurants when they are literally right next to each other so neither is more convenient than the other.

I believe it is a developed brand loyalty to each food retailer that influences us. My roommate loves playing the monopoly game from McDonald's and even when the game isn't going she still goes there first. I have memories of eating at Burger King with all of my siblings.(And to be honest, I'm terrified of clowns so Ronald McDonald never really had my vote!)Past perceptions affect current behaviors.

Brand loyalty is an essential aspect of retailing, it helps the business grow and expand. A brand loyal customer will go out of his/her way to find that restaurant or store. A brand loyal customer provides word of mouth advertising that could not be bought. Brand loyal customers will be a steady customer base and is an important group for every type of retailer to develop and continue to satisfy.

This is why so many companies spend millions of dollars on advertising. Advertising can set one company against another even when the products sold are decent substitutes. For some retailers this is easier said than done and keeps advertising agencies hopping. In some retailing industries, it is not so much the product being purchased, but the service and connotations for that retailer that brings the customer back time and again. For me, a McDonald's cheeseburger tastes just as good as a Burger King cheeseburger; but you will still find me waiting in line at the Burger King. Besides, in my opinion Ronald McDonald is still a little scary!