Franchise Talk: Piolo for Turks and DJ for Shawarma Shack -- Who Did it Better?
As seen on Entrepreneur.com.ph:
This time last year, shawarma food outlet Turks launched their brand with Piolo Pascual as brand ambassador. Last May 6, up-and-coming brand The Shawarma Shack launched its own campaign featuring fellow celebrity Daniel Padilla on the Sunday noontime variety show ASAP.
Who did it better? Both brands launched memorable campaigns that proved that even a new, medium-scale brand can actually compete with the Goliaths of the F&B industry. This could serve as an inspiration for micro, small and medium enterprises (MSMEs)--that it doesn’t really matter whether they’re big or small, businesses have the chance to compete and get a piece of the pie. It’s only a matter of good timing, good angle and, perhaps, a good offer.
Here are some marketing lessons we can learn from these two brands:
1. Find your niche
When Turks started, it had to look for something unique to set itself apart from an abundance of Filipino-themed food. The brand wanted to offer something different and own that category. Their R&D produced the famous Turks shawarma that is a bit sweet, which is familiar to the Filipino palate. The success that the brand is enjoying today, with over 400 branches nationwide, proves how much Pinoys love their product.
The Shawarma Shack came a bit later in the shawarma food trend, at a time when it was more difficult for similar food concepts to stand out. Eager to get consumers’ attention, The Shawarma Shack offered something better than great-tasting food—free food. The company pioneered the Buy 1 Take 1 shawarma offer (“forever!”), resulting in skyrocketing sales and proof that people love the product and its value for money proposition.
Turks now has over 400 brtanches around the country, thanks mostly to franchising