<img class="gwt-Image" src="/photo/52743707.cms" /><br />
 <br /> In this scorching heat, if you decide to have a meal at a mid-tier mass restaurant, make sure that you carry your own can of popular cold drink can <keyword id="6391475" type="CITY" weightage="100" keywordseo="Coca-Cola">Coca-Cola</keyword>, or else you would have to shell out Rs 100 for something which is available for Rs 30 in retail stores.<br />
<br />
Since the past fortnight, the prices of cans of Coca-Cola brands have gone up from Rs 60 to Rs 100, charging a mark-up of as much as Rs 50 because of the summer season, and you won’t even be able to argue with the store managers, given that these prices are printed on the cans.<br />
 <br />
"They (the eateries) continue to source from Coca-Cola at earlier rates even though the printed MRP is of Rs 100," a trade official involved with the developments told ET. When enquired, a Coca-Cola spokesperson said that it is legislatively recognised and accepted that different MRPs can be declared on different packages, no matter the fact that they contain identical products.<br />
 <br />
"The differential MRP is legally permitted under law and is not restricted to one brand or products. It is often practised to maintain parity with the price charged for other products in the same or similar channels such as airlines, restaurants and cinemas," said the response.<br />
 <br />
Talking of rival PepsiCo, cans are sold for the normal rate at regular retail stores, while high-end restaurants sell it for Rs 60. This has also made the customers question the prices of Coca-Cola brands at these stores, which could even result in the shift of customers’ interest in the favour of PepsiCo.<br />
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<a href="http://cdn.totalsororitymove.com/wp-content/uploads/2015/07/03fbfa057c25f172ac45b1f7a3565fe4.jpg"><em>Image source</em></a><br />


Here is why peak summers are a reason for restaurateurs’ delite

<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Applebee's" title_caption="Applebee's" class="zoomin" href="https://static-ssl.businessinsider.com/image/599f31b1614d7928008b5b3c-960/screen shot 2017-08-24 at 40537 pm.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/599f31b1614d7928008b5b3c-966/screen shot 2017-08-24 at 40537 pm.png" alt="Applebee's" data-mce-source="Applebee's" /></a><p class="source"><span>Applebee's</span></p><p class="caption">Applebee's</p></div><p></p></div></div></p><ul><li><strong><a href="http://markets.businessinsider.com/stocks/din-stock">Applebee's</a> announced on Tuesday that it plans to close 60 to 80 locations in 2018. </strong></li><li><strong>Applebee's shuttered 99 locations in 2017. </strong></li><li><strong>Executives have blamed the chain's failed attempt to win over millennials for its downward spiral. </strong></li><li><strong>IHOP, Applebee's sister brand, is also planning to close 30 to 40 locations this year. </strong></li></ul><hr /><p> </p><p>Applebee's and IHOP are planning to close up to 120 restaurants between the two chains this year, as the brands try to correct some major missteps.</p><p>On Tuesday, Applebee's announced that it anticipated the closure of 60 to 80 locations in 2018. Its sister brand, IHOP, is expected to close 30 to 40 locations. </p><p>Applebee's closed 99 locations in 2017 and 46 locations in 2016. IHOP closed 23 locations last year and 16 the year before.</p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57362a0252bcd023008c2e30-2371/tower_ext1_after_v02-2.jpg" alt="Applebee's new prototype" data-mce-source="Applebee's" /><p class="source"><span>Applebee's</span></p><p class="caption"> Applebee's franchisees spent millions of dollars on changes such as installing fire grills and redesigning locations starting in 2016 </p></div><p></p></div></div></p><p>Both Applebee's and IHOP are owned by Dine Brands Global, Inc. Dine Brands changed its name from Dine Equity, effective Tuesday, as part of the company's "ongoing transformation strategy."</p><p>"The expected closures will be based on several criteria, including meeting our brand and image standards as well as operational results," Dine Brands said in a statement. </p><p>Executives have said that failed attempts to win over millennial diners is at least partially to blame for the brands' struggles, especially in the case of Applebee's. </p><p>"Over the past few years, the brand's set out to reposition or reinvent Applebee's as a modern bar and grill in overt pursuit of a more youthful and affluent demographic with a more independent or even sophisticated dining mindset, including a clear pendulum swing towards millennials," John Cywinski, Applebee's brand president, <a href="http://www.businessinsider.com/applebees-is-ditching-millennials-2017-8">said in a call with investors last year. </a></p><p>He continued: "In my perspective, this pursuit led to decisions that created confusion among core guests, as Applebee's intentionally drifted from what I'll call its 'Middle America' roots and its abundant value position. While we certainly hope to extend our reach, we can't alienate Boomers or Gen-Xers in the process."</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/546a2e5169beddba6ef52cef-2400/applebees-casual-dining.jpg" alt="applebee's casual dining" data-mce-source="Associated Press" data-mce-caption="Aging clientele at casual restaurants is hurting business." /><p class="source"><span>Associated Press</span></p><p class="caption">Aging clientele at casual restaurants is hurting business.</p></div><p></p></div></div></p><p>Applebee's isn't the only sit-down casual-dining chain that has struggled in recent years. </p><p>Chains such as Buffalo Wild Wings, TGI Friday's, and Ruby Tuesday have similarly faced slumping sales and store closures. As a result, some chains - <a href="http://www.businessinsider.com/tgi-fridays-overhauls-menu-to-escape-casual-dining-slump-2018-2">including TGI Friday's and Buffalo Wild Wings</a> - are attempting to distance themselves from the casual-dining category, rebranding as more bar-centric chains. </p><p>Despite the closures, Applebee's and IHOP both plan to open new locations in 2018. Applebee's is expected to develop between 10 and 15 new restaurants, most of them outside the US. IHOP plans to develop between 85 and 100 restaurants, primarily in the US. </p><p>Dine Brands reported on Tuesday that Applebee's same-restaurant sales increased 1.3% in the US in the fourth quarter. IHOP's domestic same-restaurant sales dropped 0.4% in the same period. </p><p>Shares of the company's stock <a href="http://markets.businessinsider.com/stocks/din-stock">skyrocketed</a> more than 15% on Tuesday morning after Dine Brands reported fourth quarter earnings. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a8c3bced03072870d8b460e-966/screen shot 2018-02-20 at 101456 am.png" alt="Screen Shot 2018 02 20 at 10.14.56 AM" data-mce-source="Markets Insider" data-link="http://markets.businessinsider.com/stocks/din-stock" /><p class="source"><span><a href="http://markets.businessinsider.com/stocks/din-stock">Markets Insider</a></span></p></div><p></p></div></div></p><p>"We continue to make excellent progress against our plan to stabilize and grow performance at both brands," Dine Brands CEO Stephen P. Joyce said in a statement.</p><p>He continued: "We are working on several exciting initiatives to expand our revenue channels, continually enhance the guest experience, improve operations and grow our global presence while investing in the long-term health of our two strong brands." </p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;box-sizing: content-box;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/review-verdict-diet-coke-four-new-flavors-soda-2018-1">Diet Coke has released four new flavors - here's what our resident Diet Coke fans have to say</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/PwId7sfL-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

Applebee's and IHOP are closing hundreds of restaurants as millennials ditch the struggling chains

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5330369becad044e31d7608e-1400/taco-bell-breakfast-waffle-taco.jpg" alt="taco bell breakfast waffle taco" data-mce-source="Will Wei, Business Insider" /><p class="source"><span>Will Wei, Business Insider</span></p><p class="caption">Taco Bell's Breakfast Waffle.</p></div><p></p></div></div></p><ul><li><strong><a href="http://markets.businessinsider.com/stock/cmg">Chipotle</a>'s <a href="http://www.businessinsider.com/taco-bell-ceo-tapped-for-chipotle-executive-job-2018-2">new CEO</a>, Brian Niccol, led <a href="http://markets.businessinsider.com/stocks/yum-stock">Taco Bell</a>'s impressive turnaround efforts over the last seven years. </strong></li><li><strong>Niccol's strategy involved wild new menu items, like Doritos Locos Tacos, and quirky marketing campaigns. </strong></li><li><strong>He needs to replicate his Taco Bell success at Chipotle. </strong></li></ul><hr /><p> </p><p>Chipotle's soon-to-be CEO has turnaround experience, albeit at a very different chain. </p><p>On Tuesday, Chipotle <a href="http://www.businessinsider.com/taco-bell-ceo-tapped-for-chipotle-executive-job-2018-2">announced</a> that Taco Bell CEO Brian Niccol had been tapped to lead the fast-casual chain.</p><p>Niccol has been at Taco Bell since 2011, when he was hired as the chief marketing and innovation officer for the then-struggling chain. </p><p>Taco Bell was, at the time, having difficulties growing sales in part because of problems related to how customers viewed the chain. From <a href="http://www.businessinsider.com/taco-bell-gourmet-competing-with-chipotle-qdoba-2012-1">2000 to 2012,</a> Taco Bell closed roughly 1,000 locations. In 2011, a customer filed a class-action lawsuit against the chain, arguing that Taco Bell's beef was not fully beef. </p><p>While the case was dropped, executives said that the negative effects lingered for months -<a href="https://www.reuters.com/article/yum/taco-bell-still-hurting-from-beef-quality-lawsuit-idUSN1E76D0LV20110714"> longer than they had expected. </a></p><p>In other words, Taco Bell in 2011 was in a pretty similar place to where Chipotle is in 2018. The chain has struggled to turn around business following an E. coli outbreak that began more than two years ago. As in Taco Bell's case, the repercussions of the scandal lasted longer than executives expected. </p><h2>Niccol's game plan to fix Taco Bell started with new advertising and wild products</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5760049791058424008c8c03-2048/1973349_10152389795379697_6621588182186339947_o.jpg" alt="Doritos Locos" data-mce-source="Taco Bell" data-link="https://www.facebook.com/tacobell/photos/a.81097684696.68431.18595834696/10152389795379697/?type=3&amp;theater" /><p class="source"><span><a href="https://www.facebook.com/tacobell/photos/a.81097684696.68431.18595834696/10152389795379697/?type=3&amp;theater">Taco Bell</a></span></p><p class="caption">Doritos Locos Tacos.</p></div><p></p></div></div></p><p>The Doritos Locos Taco, which rolled out in 2012, was a wild success and epitomized the chain's new strategy of introducing bizarre menu items that intrigue customers. </p><p>"The second you can get it to move from, we're telling you should go try this, to consumers actually advocating for it, that's when the brand moves into an experience that is worth you repeating," <a href="http://www.businessinsider.com/blackboard/fast-company">Niccol told Fast Company at the time. </a></p><p>Taco Bell's advertising also evolved to emphasize not just the food, but the experience of eating at Taco Bell. In February 2012, Taco Bell announced it would replace its slogan "Think outside the bun" with "Live más," in an effort to emphasize the brand's "lifestyle" elements. </p><p>The changes worked. The <a href="http://www.businessinsider.com/taco-bells-turnaround-strategy-is-working-so-far-2012-4">rollout of the Doritos Locos Tacos and the breakfast menu </a>kicked off a period of growth at Taco Bell, which the chain has continued over the last six years. </p><p>Taco Bell has continued to find success with quirky advertising, <a href="http://www.businessinsider.com/watch-taco-bells-hilarious-super-bowl-ad-2013-1">such as in its 2013 Super Bowl ad</a> that featured grandparents clubbing at a retirement home. In 2014, Taco Bell rolled out its new breakfast menu nationwide with the <a href="http://www.businessinsider.com/taco-bell-breakfast-menu-items-2014-3">heavily-hyped Waffle Taco</a>. In 2015, Taco Bell began serving booze at classy Cantina locations, which have continued to open across the US. </p><p>The chain also made a huge investment in digital advertising, growing the digital marketing budget from $1 million in 2011 to <a href="http://www.latimes.com/business/la-fi-himi-niccol-20150719-story.html">$70 million in 2015. </a></p><h2>At the same time, Niccol rose through the ranks at Taco Bell</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img style="color: #000000;" src="https://static-ssl.businessinsider.com/image/59774adc552be5ad008b64c2-910/gettyimages-489586450.jpg" alt="taco bell" data-mce-source="Getty Images" data-mce-caption="A worker serves a twisted Freeze at a Taco Bell Cantina restaurant on September 22, 2015 in Chicago, Illinois." /><p class="source"><span>Getty Images</span></p><p class="caption">A worker serves a twisted Freeze at a Taco Bell Cantina restaurant.</p></div><p></p></div></div>Niccol was promoted to president of Taco Bell in 2013 and to CEO in 2015. </p><p>In 2011, Yum Brands said in its annual report that Taco Bell was "under-performing" in the US, with same-store sales down 1% and profit down 12%. Same-store sales have grown every year since, with Taco Bell emerging as a leader in the fast-food industry. </p><p>Now, Niccol's challenge is to take what he learned at Taco Bell and apply the lesson to Chipotle. While he's likely to add new items to the menu, Niccol won't be able to add anything with Doritos to the menu at the fast-casual chain. And, marketing could be a challenge, as Chipotle has shied away from traditional advertising for years. </p><p>However, investors seem confident that Niccol is up for the job. <a href="http://markets.businessinsider.com/news/stocks/chipotle-stock-price-pops-after-naming-taco-bell-ceo-as-new-head-boss-2018-2-1015682528?utm_source=markets&amp;utm_medium=ingest">Chipotle's stock quickly popped</a> after the CEO announcement, and analysts have mostly celebrated the news. </p><p>"During Mr. Niccol's tenure at Taco Bell, he helped transform the brand's image, appealing to millennial consumers," UBS analyst Dennis Geiger wrote in a note to investors on Wednesday.</p><p>He continued: "Implementation of initiatives [including] compelling new product launches, a breakfast daypart, creative marketing &amp; social media focus, and digital development supported Taco Bell's brand revitalization. Similar actions will likely be needed to transform Chipotle."</p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;box-sizing: content-box;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/review-verdict-diet-coke-four-new-flavors-soda-2018-1">Diet Coke has released four new flavors - here's what our resident Diet Coke fans have to say</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/PwId7sfL-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

Chipotle's new CEO saved Taco Bell with Doritos Locos Tacos, weird ads, and super-sized restaurants serving booze - now he has to do the same thing again

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a57b21e25954c11148b4d72-1601/mcdonalds%20value%20menu-1.jpg" alt="McDonald's Value Menu" data-mce-source="Hollis Johnson"><p class="source"><span>Hollis Johnson</span></p></img></div><p></p></div></div><ul><li><strong><a href="http://markets.businessinsider.com/stock/mcd-Quote">McDonald's</a> is carrying on its tradition of serving athletes free food at the Olympics.</strong></li><li><strong>The fast-food chain opened two locations in&#xa0;Gangneung, South Korea, for the PyeongChang&#xa0;<a href="http://www.businessinsider.com/category/winter-olympics">Winter Olympics</a>, including one restaurant that's shaped like a burger, fries, and a drink.&#xa0;</strong></li><li><strong>Free McDonald's has long been a perk for Olympic athletes, with the fast-food chain being forced to limit orders to 20 items at the 2016 Summer Olympic Games due to intense demand. </strong></li></ul><hr><p><br>McDonald's is yet again serving up free fast food to Olympic athletes in 2018.&#xa0;</br></p><p>The chain recently opened two restaurants in Gangneung, where much of the ice skating and hockey competitions will take place.&#xa0;</p><p>The more stunning of the two is what the company described as a "hamburger meal"-shaped restaurant, located at the Gangneung Olympic Park. The restaurant, which holds 160 customers, is in the shape of a burger, fries, and a drink.&#xa0;</p><p>McDonald's also opened a location in&#xa0;Gangneung Olympic Village, which will serve free food to all Olympic athletes.&#xa0;</p><p>Last year, McDonald's announced that it had <a href="http://www.businessinsider.com/mcdonalds-just-signaled-the-end-of-the-olympics-as-we-know-them-2017-6">ended its 41-year Olympics partnership deal.</a> However, a representative confirmed that the fast-food chain is acting as a domestic sponsor of the 2018&#xa0;Olympic Winter Games PyeongChang.</p><p>As a result, the chain will be able to advertise in Olympics programming in the Republic of Korea, as well as open the two restaurants in Olympic Park and the Olympic Village.</p><p>McDonald's has long been a culinary staple for Olympic athletes.</p><p>In 2016, at the Summer Olympic Games in Rio de Janeiro, the Olympic Village location was forced to ask athletes to <a href="http://www.businessinsider.com/mcdonalds-caps-free-food-at-olympic-village-2016-8">limit their orders to 20 items, </a>as they were gorging themselves on free fast food and slowing down service.&#xa0;</p><p class="tagline"></p><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;box-sizing: content-box;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div><div>    <iframe src="//instagram.com/p/BechEkklPg4/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div><div>    <iframe src="//instagram.com/p/Be2qO2hH3o8/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div><div>    <iframe src="//instagram.com/p/Beol1vbFOUl/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div><div>    <iframe src="//instagram.com/p/BewT1vxDcfU/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div><div>    <iframe src="//instagram.com/p/BJExHLCjJ_2/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/review-verdict-diet-coke-four-new-flavors-soda-2018-1">Diet Coke has released four new flavors - here's what our resident Diet Coke fans have to say</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/PwId7sfL-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div></hr>

McDonald's will once again give away free fast food to athletes at the Winter Olympics

5. The Coca-Cola President

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/597f3691b50ab181238b4913-720/szechuan sauce.jpg" alt="Szechuan Sauce" data-mce-source="McDonald's" /><p class="source"><span>McDonald's</span></p><p class="caption">McDonald's Szechuan sauce is making a return.</p></div><p></p></div></div></p><ul><li><strong><a href="http://markets.businessinsider.com/stocks/mcd-stock">McDonald's</a> will begin serving Szechuan McNuggets dipping sauce at all US locations on Monday, February 26. </strong></li><li><strong>"Rick and Morty" fans rioted in October after the fast-food chain gave away Szechuan sauce across the US - and <a href="http://www.businessinsider.com/mcdonalds-szechuan-mcnugget-sauce-backlash-2017-10">demand far exceeded supply. </a></strong></li><li><strong>Fans had demanded McDonald's bring back the limited-edition sauce after it appeared on an episode of "Rick and Morty" last year. </strong></li></ul><hr /><p> </p><p>McDonald's is finally bringing its Szechuan sauce to the masses after months of<a href="http://www.businessinsider.com/where-to-get-mcdonalds-szechuan-mcnugget-sauce-2017-10"> petitions</a>,<a href="http://www.businessinsider.com/mcdonalds-rick-and-morty-szechuan-sauce-ebay-bidding-2017-8"> bidding wars, </a>and <a href="http://www.businessinsider.com/mcdonalds-szechuan-mcnugget-sauce-backlash-2017-10">riots in fast-food parking lots. </a></p><p>On Thursday, the fast-food chain announced that every McDonald's location across the US will start serving Szechuan nugget sauce on Monday, February 26. McDonald's is distributing 20 million sauce packs across the country in an effort to prevent shortages. The sauce will be available until that supply runs out.</p><p>McDonald's knows how dark things can get when locations don't have enough sauce to meet customers' demand - specifically, the demands of "Rick and Morty" fans. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/59d25778351ccf0b158b68a2-1773/rick and morty sauce.png" alt="rick and morty sauce" data-mce-source="Adult Swim" /><p class="source"><span>Adult Swim</span></p><p class="caption">Szechuan sauce made an infamous appearance on "Rick and Morty."</p></div><p></p></div></div></p><p>The decision to bring back Szechuan sauce - which was a limited-time menu item in the '90s - was sparked by a mention of it in an episode of "Rick and Morty" in April 2017. McDonald's released four jugs of Szechuan sauce over the summer, and some "Rick and Morty" fans <a href="http://www.businessinsider.com/mcdonalds-rick-and-morty-szechuan-sauce-ebay-bidding-2017-8">bid thousands of dollars</a> to get their hands on them. </p><p>Finally, McDonald's announced that select locations across the country would give away a limited amount of Szechuan sauce to customers in October. </p><p>"Rick and Morty" fans swarmed to those locations, only to find that each restaurant had only 20 to 40 sauce packets and 10 special-edition posters. The diehard fans, some of whom had shown up at the locations as early as 4 a.m., were furious at McDonald's. </p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/59da56b66d80ad1d008b4bd3-1536/img1189.jpg" alt="McNugget sauce" data-mce-source="Kate Taylor" /><p class="source"><span>Kate Taylor</span></p><p class="caption">A disappointed "Rick and Morty" fan looking for Szechuan sauce.</p></div><p></p></div></div></p><p>"I left Comic Con for this," one woman in a "Szechuan Dipping Sauce" T-shirt <a href="http://www.businessinsider.com/mcdonalds-szechuan-mcnugget-sauce-backlash-2017-10">sadly told Business Insider </a>at an overcrowded New York City McDonald's location. </p><p>Police were called to some McDonald's locations as customers screamed, jumped on counters, and stuffed themselves into overcrowded restaurants. The next day, McDonald's had to offer fans an apology online. </p><p>Since October, McDonald's has done everything it can to make sure Szechuan sauce's second return goes right. On Thursday, the chain launched a Serial-style podcast called "The Sauce," dedicated to McDonald's "Rick and Morty"-induced nightmare in October. </p><p>"How do we get from the pinnacle of PR perfection to people rioting in the streets on the first of October?" the host asks in the first episode of "The Sauce." </p><p>McDonald's has promised that this time, the chain has taken its time and won't face a similar disaster. And, on Monday, "Rick and Morty" fans and haters alike will finally be able to find out if Szechuan McNuggets dipping sauce lives up to the hype. </p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;box-sizing: content-box;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/review-verdict-diet-coke-four-new-flavors-soda-2018-1">Diet Coke has released four new flavors - here's what our resident Diet Coke fans have to say</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/PwId7sfL-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

McDonald's is bringing Szechuan sauce back to every location across the US after 'Rick and Morty' fans rioted

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a5532faa75e2013048b45c1-1600/dennis-burger-2.jpg" alt="Dennis Burger 2" data-mce-source="Hollis Johnson" /><p class="source"><span>Hollis Johnson</span></p><p class="caption">By the end of my week-long ordeal, I was pretty tired of fast food.</p></div><p></p></div></div></p><ul><li><strong>President Donald Trump has a notoriously bad diet full of fast food and high-calorie meals.</strong></li><li><strong>I ate like he might eat for a week, just to see what it would be like. </strong></li><li><strong>It was as miserable as I expected.</strong></li></ul><hr /><p><br />Much has been written and said about President Donald Trump's diet.</p><p>From the fact that his "major food groups" are McDonald's, KFC, pizza, and Diet Coke, to the report that he tries to avoid non-chain restaurants out of a <a href="http://www.businessinsider.com/trump-loves-mcdonalds-afraid-of-being-poisoned-2018-1">fear of being poisoned</a>, it's fair to say that Trump has some very specific tastes.</p><p>It's also fair to say that it's not very healthy. According to Corey Lewandowski, his former campaign manger and author of the book "Let Trump Be Trump," Trump would usually go 14 to 16 hours without eating, then have a <a href="http://www.businessinsider.com/trumps-mcdonalds-order-review-2017-12">full McDonald's meal</a> of two Big Macs, two Filet-O-Fish, and a small chocolate shake for dinner, totaling 2,430 calories.</p><p>He also says he doesn't eat breakfast that often, and if he can, he avoids it. Lewandowski added that Trump doesn't eat the bread of his sandwiches, and it's previously been reported that he avoids <a href="http://www.cc.com/video-clips/k6z36e/the-daily-show-with-jon-stewart-moment-of-zen---trump-doesn-t-eat-the-pizza-crust">eating the crust of pizza</a>. He orders his steaks - his <a href="https://www.youtube.com/watch?v=LyONt_ZH_aw">favorite food</a> - well done, <a href="https://www.eater.com/2017/2/27/14748346/donald-trump-ketchup-steak">with a side of ketchup</a>.</p><p>If this reminds you of the eating habits of anyone you know, they're probably not old enough to drive.</p><p>For beverages, Trump does not drink tea, coffee, alcohol, or anything stimulating. He has only one true love: Diet Coke. He reportedly <a href="http://www.businessinsider.com/trump-drinks-12-diet-coke-watch-tv-cable-news-2017-12">drinks 12 of them a day.</a></p><p>Taking all that into account, I had only one thought: That all sounds awful. I've got to try it.</p><p>So began my ambitious, foolhardy, and treacherous journey into the mind of Trump - through his stomach - by eating like he eats for a week. For the trial, I stuck to food items that Trump has been photographed eating, has said in interviews that he eats, or has been reported to eat regularly.</p><p>I can't say I learned a lot about Trump, but I definitely learned something about myself.</p> <p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>

I ate like Trump for a week - and my body feels like it might never be the same

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a945631aae6051d008b45ff-1600/mcdonalds szechuan sauce-2.jpg" alt="McDonald's Szechuan Sauce" data-mce-source="Hollis Johnson/Business Insider" /><p class="source"><span>Hollis Johnson/Business Insider</span></p><p class="caption">McDonald's Szechuan sauce debuted to lukewarm reviews.</p></div><p></p></div></div></p><ul><li><strong>Szechuan sauce returned to <a href="http://www.businessinsider.com/category/mcdonalds">McDonald's</a> menus <a href="http://www.businessinsider.com/mcdonalds-szechuan-sauce-review-photos-2018-2">across the US on Monday. </a></strong></li><li><strong>While a few people loved the sauce, most said it failed to live up to its heavily-hyped expectations. </strong></li><li><strong>"Rick and Morty" fans rioted in October after the fast-food chain gave away Szechuan sauce across the US - and<span> </span><a href="http://www.businessinsider.com/mcdonalds-szechuan-mcnugget-sauce-backlash-2017-10">demand far exceeded supply.</a></strong></li></ul><hr /><p> </p><p><a href="http://markets.businessinsider.com/stocks/mcd-stock">McDonald's</a> Szechuan sauce didn't get the celebration the fast-food giant hoped for when it <a href="http://www.businessinsider.com/mcdonalds-szechuan-sauce-review-photos-2018-2">returned to menus on Monday. </a></p><p>After months of<span> </span><a href="http://www.businessinsider.com/where-to-get-mcdonalds-szechuan-mcnugget-sauce-2017-10">petitions by "Rick and Morty" fans</a>, <a href="http://www.businessinsider.com/mcdonalds-rick-and-morty-szechuan-sauce-ebay-bidding-2017-8">bidding wars,</a><span> </span>and<span> </span><a href="http://www.businessinsider.com/mcdonalds-szechuan-mcnugget-sauce-backlash-2017-10">riots in fast-food parking lots,</a> some McDonald's customers found the Szechuan sauce to be disappointing. </p><p>A few people straight-up hated the Szechuan sauce. </p><p>"<span>I would rather dip a nugget in bigfoots butt crack than ever taste this swill again," one commenter <a href="https://www.facebook.com/McDonaldsUS/">wrote on McDonald's Facebook page.</a></span></p><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a9585f4aae6051e008b4601-783/screen shot 2018-02-27 at 112253 am.png" alt="Screen Shot 2018 02 27 at 11.22.53 AM" data-mce-source="Twitter ItsRetroNemo" data-link="https://twitter.com/ItsRetroNemo/status/968215927983673347" /><p class="source"><span><a href="https://twitter.com/ItsRetroNemo/status/968215927983673347">Twitter ItsRetroNemo</a></span></p></div><p></p></div></div></span></p><p>However, most customers were more tempered in their response. </p><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a958620aae605f8008b4653-789/screen shot 2018-02-27 at 112343 am.png" alt="Screen Shot 2018 02 27 at 11.23.43 AM" data-mce-source="Twitter SauceBroTv" data-link="https://twitter.com/SauceBroTv/status/968358390828331019" /><p class="source"><span><a href="https://twitter.com/SauceBroTv/status/968358390828331019">Twitter SauceBroTv</a></span></p></div><p></p></div></div></span></p><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a958662aae605d5078b4582-787/screen shot 2018-02-27 at 112406 am.png" alt="Screen Shot 2018 02 27 at 11.24.06 AM" data-mce-source="Twitter KrypTanko" data-link="https://twitter.com/KrypTanko/status/968410544674951168" /><p class="source"><span><a href="https://twitter.com/KrypTanko/status/968410544674951168">Twitter KrypTanko</a></span></p></div><p></p></div></div></span></p><p><span>"I got some this time," another Facebook commenter wrote. "It was pretty good but people if you don't get any trust me it's not worth rioting over."</span></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a958684aae6051a008b4654-782/screen shot 2018-02-27 at 112519 am.png" alt="Screen Shot 2018 02 27 at 11.25.19 AM" data-mce-source="Twitter RichardOnTwitch" data-link="https://twitter.com/RichardOnTwitch/status/968231902225289216" /><p class="source"><span><a href="https://twitter.com/RichardOnTwitch/status/968231902225289216">Twitter RichardOnTwitch</a></span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a95869aaae6051a008b4663-785/screen shot 2018-02-27 at 112544 am.png" alt="Screen Shot 2018 02 27 at 11.25.44 AM" data-mce-source="Twitter bostonfoodadv" data-link="https://twitter.com/bostonfoodadv/status/968272600685215744" /><p class="source"><span><a href="https://twitter.com/bostonfoodadv/status/968272600685215744">Twitter bostonfoodadv</a></span></p></div><p></p></div></div></p><p><span>A handful of people truly loved the sauce. </span></p><p><span>"Guys just tried this sauce for the first time ... its the best thing you guys have ever done!" one commenter wrote on Facebook. </span></p><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a9588cdaae60549008b4646-789/screen shot 2018-02-27 at 113504 am.png" alt="Screen Shot 2018 02 27 at 11.35.04 AM" data-mce-source="Twitter fromelette" data-link="https://twitter.com/fromelette/status/968203131279544320" /><p class="source"><span><a href="https://twitter.com/fromelette/status/968203131279544320">Twitter fromelette</a></span></p></div><p></p></div></div></span></p><p><span>The reality is that it would be hard for McDonald's to produce a sauce that lived up to the hype. </span></p><p><span>McDonald's locations literally had to call the police because "Rick and Morty" fans were rioting when they didn't get a taste of the sauce. </span><a href="http://www.businessinsider.com/mcdonalds-rick-and-morty-szechuan-sauce-ebay-bidding-2017-8">DJ deadmau5</a><span> spent roughly $15,000 on a jug of the stuff.</span></p><p><span>Business Insider taste testers described the </span>Szechuan sauce as a mix of classic suburban, American-Chinese restaurants' sweet-and-sour chicken with some soy sauce and a hint of sesame. All in all, it was fine - but nothing special. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a94560faae60552038b458f-1600/mcdonalds szechuan sauce-3.jpg" alt="McDonald's Szechuan Sauce" data-mce-source="Hollis Johnson/Business Insider" /><p class="source"><span>Hollis Johnson/Business Insider</span></p><p class="caption">McDonald's Szechuan sauce</p></div><p></p></div></div></p><p>"It's goopy, sweet, and very salty - and, in its own right, it's a pretty tasty option," <a href="http://www.businessinsider.com/mcdonalds-szechuan-sauce-review-photos-2018-2">we wrote in our review of the sauce.</a> "We aggressively dunked and quickly downed 40 nuggets doused in the Szechuan sauce, so we can promise that it's tasty, and you'll want to keep on dipping."</p><p>The return of Szechuan sauce was sparked by "Rick and Morty" fans' demands. The limited-menu item from the '90s had appeared in an episode of the Adult Swim show. </p><p><span><a href="http://www.businessinsider.com/mcdonalds-szechuan-mcnugget-sauce-backlash-2017-10">In October, </a>McDonald's gave away the sauce at select locations after some fans of "Rick and Morty" bid thousands of dollars to get the select jugs of Szechuan sauce released by the fast-food giant. </span></p><p>"Rick and Morty" fans swarmed to those locations, only to find that each restaurant had only 20 to 40 sauce packets and 10 special-edition posters. The diehard fans, some of whom had shown up at the locations as early as 4 a.m., were furious at McDonald's.</p><p>Ultimately, Szechuan sauce was about "Rick and Morty" - not the taste of the sauce itself. So, any McDonald's customer hoping that the sauce would live up to the hype based on taste alone was sure to be disappointed. </p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;box-sizing: content-box;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/review-verdict-diet-coke-four-new-flavors-soda-2018-1">Diet Coke has released four new flavors - here's what our resident Diet Coke fans have to say</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/PwId7sfL-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

McDonald's customers slam Szechuan sauce as 'overrated' and 'the biggest disappointment in my life' after 'Rick and Morty' riots

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/596e15d9c50c29ac008b4fd1-1776/chipotle test kitchen-11.jpg" alt="Chipotle Test Kitchen 11" data-mce-source="Hollis Johnson" /><p class="source"><span>Hollis Johnson</span></p><p class="caption">Chipotle's New York City test kitchen</p></div><p></p></div></div></p><ul><li><strong><a href="http://markets.businessinsider.com/stock/cmg">Chipotle</a> added quinoa to the menu at its New York City test kitchen. </strong></li><li><strong>The trendy grain is just one of the many new menu items that Chipotle has tested in the last year, including queso, which was later added to menus across the US. </strong></li><li><strong>The chain is entering a new era, with <a href="http://www.businessinsider.com/chipotle-taco-bells-ceo-changes-2018-2">Taco Bell's CEO taking over as top executive</a> - a position long held by Chipotle's founder. </strong></li></ul><hr /><p> </p><p>Chipotle is adding a trendy new item to the menu at its test kitchen.</p><p>On Monday, the struggling burrito chain began serving quinoa at its New York City test kitchen. </p><p>"The quinoa is made with red and gold quinoa tossed with a little citrus juice, cumin and freshly chopped cilantro," Chipotle representative Chris Arnold said in an email to Business Insider. "We are recommending that added to a salad, or in place of rice in another entrée."</p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/54ac4f2d6bb3f75d7182609f-2400/quinoa-22.jpg" alt="quinoa" data-mce-source="Flickr/SweetonVeg" /><p class="source"><span>Flickr/SweetonVeg</span></p><p class="caption">Quinoa</p></div><p></p></div></div></p><p>Chipotle has <a href="http://www.businessinsider.com/chipotle-might-cut-chorizo-from-the-menu-2017-8">long avoided</a> adding more items to the menu, as its simple style of assembly-line food preparation has been crucial to its success.</p><p>However, Chipotle's resistance to change has begun to crumble. </p><p>In July 2017, Chipotle debuted a New York City test kitchen that is open to the public. Chipotle kicked off the location's launch by <a href="http://www.businessinsider.com/chipotle-queso-review-photos-2017-7">serving queso at the restaurant.</a></p><p>Chipotle rolled out the cheesy dip across the US in September. While critics slammed Chipotle's queso, the company reported in February that the new menu item had led to a<a href="http://www.businessinsider.com/chipotle-queso-boosts-sales-2018-2"> 2% increase in customers' average check. </a></p><p>Chipotle hinted that more new menu items might be in the works <a href="http://www.businessinsider.com/chipotle-hints-at-new-menu-items-2018-2">earlier in February.</a> Founder and CEO Steve Ells said in a call with investors that the company is considering "salads with different kinds of grains," as well as "traditional things" like nachos and quesadillas.</p><p>The chain's incoming CEO will also serve as a crucial player in Chipotle's new plan to add more new menu items.</p><p>Earlier in February, Chipotle announced that Taco Bell CEO Brian Niccol will be taking over as the chain's top executive in early March. While Chipotle has long attempted to keep its menu extremely simplistic, Taco Bell has found success by constantly rolling out new limited-time offerings, such as nacho fries and the Naked Chicken Chalupa.</p><p>Not every item that Chipotle serves in its test kitchen rolls out across the country. For example, Chipotle has been serving nachos in the test kitchen for months - but hasn't yet indicated any plans to roll out the dish to more locations. </p><p>However, the new menu item proves that Chipotle is not finished experimenting with new dishes. And, with a trendy health-conscious choice like quinoa, the chain demonstrates that adding new dishes doesn't mean it needs to ditch its obsession with quality, all-natural ingredients as it adjusts its menu strategy. </p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;box-sizing: content-box;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/review-verdict-diet-coke-four-new-flavors-soda-2018-1">Diet Coke has released four new flavors - here's what our resident Diet Coke fans have to say</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/PwId7sfL-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

Chipotle is testing a trendy new menu item - and it proves the struggling chain is entering a new era with Taco Bell's CEO at the helm

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a78b23270ca442a008b45c4-800/27021735101559000109509007788315511786009055o.jpg" alt="Buffalo Wild Wings" data-mce-source="Facebook/Buffalo Wild Wings" /><p class="source"><span>Facebook/Buffalo Wild Wings</span></p></div><p></p></div></div></p><ul><li><strong>Arby's parent company Roark Capital Group completed its <a href="http://www.businessinsider.com/arbys-buffalo-wild-wings-join-potential-changes-2018-2">$2.9 billion acquisition</a> of struggling Buffalo Wild Wings on Monday. </strong></li><li><strong>Paul Brown, who led Arby's turnaround, will be CEO of the newly formed operating company that will oversee both Buffalo Wild Wings and Arby's. </strong></li><li><strong>Brown told Business Insider that the</strong><strong> major changes on Buffalo Wild Wings' horizon include new menu and marketing strategies. </strong></li><li><strong>The biggest problem Brown says he has to solve: Buffalo Wild Wings lost what made it unique. </strong></li></ul><hr /><p> </p><p>Buffalo Wild Wings needs a savior - and it may have found one in the form of the CEO who transformed Arby's business. </p><p>The chain has <a href="http://www.businessinsider.com/buffalo-wild-wings-ceo-out-after-losing-battle-for-board-2017-6">struggled over the last two years,</a> with slumping sales and a months-long battle between executives and an activist investor. </p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5a7a3737193a7add028b492e-1600/paul-brown-arbys-ceo-4.jpg" alt="Paul Brown Arby's CEO" data-mce-source="Hollis Johnson/Business Insider" data-link="https://www.hollisjohnson.com/" /><p class="source"><span><a href="https://www.hollisjohnson.com/">Hollis Johnson/Business Insider</a></span></p><p class="caption">Inspire Brands CEO Paul Brown.</p></div><p></p></div></div></p><p>On Monday, Arby's parent company Roark Capital Group closed a $2.9 billion deal to acquire Buffalo Wild Wings. Paul Brown, who oversaw a massive turnaround effort as Arby's CEO, will serve as the CEO of the newly formed operating company Inspire Brands, which encompasses Arby's, Buffalo Wild Wings, and R Taco. </p><p>On Tuesday, Brown sat down with Business Insider to talk about the new operating company and his plan to turn around Buffalo Wild Wings. </p><p>"There will obviously be some changes to the menu, changes to the experience, and changes to the marketing," Brown said. </p><p>And, while Buffalo Wild Wings isn't going to transform into Arby's 2.0, the sandwich chain's turnaround has become a blueprint for the future of the wings chain.</p><p>"I think the process and the mindset of how we went about it is exactly how we're going about it with Buffalo Wild Wings, too," Brown said. </p><h2>Solving Buffalo Wild Wings' biggest problem</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5487320169beddae0f7f2fae-1749/buffalo-wild-wings-7.jpg" alt="buffalo wild wings " data-mce-source="J.D. Pooley/Associated Press " /><p class="source"><span>J.D. Pooley/Associated Press </span></p><p class="caption">Buffalo Wild Wings needs to double down on its sports bar roots.</p></div><p></p></div></div></p><p>According to Brown, Buffalo Wild Wings' biggest problem is that it lost what set the chain apart from the competition. </p><p>"I think that if you look back when Buffalo Wild Wings was really, really, really successful, it was really the only one out there doing what it was doing," Brown said. "We had a nationalized local sports bar, and then more competition has come in, and I think that some of that competition has been a little bit more innovative." </p><p>Brown continued: "I think there's an opportunity to figure out the 21st century incarnation of what made it so successful during, particularly, the early 2000s." </p><p>A <a href="http://www.businessinsider.com/red-lobster-new-lobsterfest-menu-items-2018-1">"sea of sameness"</a> has emerged as a common problem in the casual, sit-down dining industry in recent years. Buffalo Wild Wings, which shifted its marketing as a sports bar to a more general casual-dining chain, was caught up in the industry sales slump as millennial diners ditched the sector. </p><p>"Millennial consumers are more attracted than their elders to cooking at home, ordering delivery from restaurants, and eating quickly, in fast-casual or quick-serve restaurants," Sally Smith, then-CEO of Buffalo Wild Wings, wrote in <a href="http://www.businessinsider.com/buffalo-wild-wings-ceo-on-why-restaurants-struggle-2017-5">a letter to shareholders explaining slumping sales in May 2017. </a></p><p>A major part of Brown's turnaround plan for Buffalo Wild Wings is emphasizing what makes it different from other sit-down chains </p><p>"When it was growing gangbusters," Brown said, "it didn't position itself against its traditional cast of casual-dining players ... I think there's an opportunity to step way back and say 'it's not,' and let it define its own category, a little bit of what we did with Arby's." </p><h2>Buffalo Wild needs a menu no one else could serve</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/53da905a6da8112e59e1512a-1034/buffalo-wild-wings.png" alt="buffalo wild wings" data-mce-source="Facebook" data-link="https://www.facebook.com/BuffaloWildWings/photos/pb.9418270899.-2207520000.1406832652./10152560292750900/?type=3&amp;theater" /><p class="source"><span><a href="https://www.facebook.com/BuffaloWildWings/photos/pb.9418270899.-2207520000.1406832652./10152560292750900/?type=3&amp;theater">Facebook</a></span></p></div><p></p></div></div></p><p>Buffalo Wild Wings needs a new menu strategy. Currently, much of the chain's success <a href="http://www.businessinsider.com/buffalo-wild-wings-wins-with-boneless-wings-2017-10">depends on chicken prices</a>, which can be extremely volatile. </p><p>"Ultimately, if you're in the restaurant business it comes down to food and innovation," Brown said. </p><p>To fix Buffalo Wild Wings' menu, Inspire Brands is turning to Arby's for inspiration. </p><p>Arby's realized that it needed to serve menu items that customers couldn't buy anywhere else. If the menu item was sold elsewhere, Arby's needed to have the lowest price available.</p><p>The chain kept its iconic roast beef sandwich and Jamocha shake on the menu, but it also began rolling out wild limited-time offerings like the Meat Mountain, which contains every meat on Arby's menu between two buns. </p><p>At Buffalo Wild Wings, Brown plans to roll out a similar strategy - looking for things that other chains aren't serving but that Buffalo Wild Wings can provide. After years of Buffalo Wild Wings' menu staying mostly the same, the chain is on the cusp of a new era of innovation inspired by Arby's. </p><p>"There's been a loss of product development at Buffalo Wild Wings over time, partially because casual dining to date has not done as much of it," Brown said. </p><p>Inspire Brands wants to fix that with the roll-out of a "systematic" approach that allowed Arby's to churn out creative new menu items at a rapid pace. </p><h2>A new 'persona' is on the horizon</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/546cf7df6bb3f7a6027f91af-912/buffalo-wild-wings-chicken-3.jpg" alt="buffalo wild wings chicken" data-mce-source="Gerald Angeles/Flickr" data-link="https://www.flickr.com/photos/27117943@N04/6688411261/in/photolist-4gkUU9-GY2JE-7prd5V-7pr6EZ-rsp6o-rspsb-7fX53R-7fX4EP-7fX4Mn-7g1ZRs-GY4bF-5AxvUu-7pv1M3-7pv44o-7fX67i-btELpF-5FjoxU-76mgfZ-76qbTw-76qaBw-76q9T9-bc2RDx-cSfgh9-bxcBBU-7AMdjd-7rTb4R-8rNUsx-8rS1mE-7rTa6a-7rX7jq-7rTbj8-ezdrYB-81tePd-7rTavk-81t7hJ-81t8ZC-81q3QH-81q6Yp-81tb8w-ezdqtz-dQTqfo-4QQtAB-7rTaBr-nbHWne-4t3Raa-8rNTkK-eieSQX-8ZYKcX-8ZYJQt-dZJeNS" /><p class="source"><span><a href="https://www.flickr.com/photos/27117943@N04/6688411261/in/photolist-4gkUU9-GY2JE-7prd5V-7pr6EZ-rsp6o-rspsb-7fX53R-7fX4EP-7fX4Mn-7g1ZRs-GY4bF-5AxvUu-7pv1M3-7pv44o-7fX67i-btELpF-5FjoxU-76mgfZ-76qbTw-76qaBw-76q9T9-bc2RDx-cSfgh9-bxcBBU-7AMdjd-7rTb4R-8rNUsx-8rS1mE-7rTa6a-7rX7jq-7rTbj8-ezdrYB-81tePd-7rTavk-81t7hJ-81t8ZC-81q3QH-81q6Yp-81tb8w-ezdqtz-dQTqfo-4QQtAB-7rTaBr-nbHWne-4t3Raa-8rNTkK-eieSQX-8ZYKcX-8ZYJQt-dZJeNS">Gerald Angeles/Flickr</a></span></p></div><p></p></div></div></p><p>Arby's success has also been tied to its creative and sometimes borderline bizarre marketing strategy. </p><p>The chain debuted the bold "We Have the Meats" campaign in 2014. Its social-media manager was given more freedom that year after a tweet comparing Pharrell Williams' hat at the Grammy Awards to Arby's logo went viral. </p><p>"Create the personality, the brand, use earned media and all forms of earned media to create a persona around it as well as an awareness around it," Brown said. "If you think about it, the Buffalo Wild Wings brand is made for that. "</p><p>Buffalo Wild Wings' "persona" isn't going to be a rip-off of Arby's, but it will involve taking similar risks. </p><p>"If we sit here a year from now saying that Buffalo Wild Wings is sounding a lot like Arby's, then we failed," Brown said.</p><p>Brown continued: "I think that is going to be the key - how we actually take the learnings and the capabilities from what we done, and leverage those learnings, leverage the infrastructure, and do it in a way that the brands look completely different from each other."</p><h2>Nothing at Buffalo Wild Wings is going to change - yet</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/544eabab69bedde95e911e91-870/buffalo-wild-wings-6.png" alt="buffalo wild wings" data-mce-source="Buffalo Wild Wings on Facebook" data-mce-caption="Buffalo Wild Wings' sales are soaring. " data-link="https://www.facebook.com/BuffaloWildWings/photos/pb.9418270899.-2207520000.1414441839./10152765958380900/?type=3&amp;theater" /><p class="source"><span><a href="https://www.facebook.com/BuffaloWildWings/photos/pb.9418270899.-2207520000.1414441839./10152765958380900/?type=3&amp;theater">Buffalo Wild Wings on Facebook</a></span></p><p class="caption">Buffalo Wild Wings' sales are soaring. </p></div><p></p></div></div></p><p>When asked what customers can expect to change at Buffalo Wild Wings, Brown said: "nothing." Much of the work to turn around the chain will be occurring behind the scenes, at least for the next few months. </p><p>Brown has already met with some Buffalo Wild Wings franchisees, who became the backbone of his Arby's turnaround plan. In January, before the deal had officially closed, Inspire Brands started consumer research to figure out what exactly is going wrong at Buffalo Wild Wings.</p><p>This research will determine exactly what Buffalo Wild Wings' new era will look like. Arby's provides a blueprint for what will change, including the menu strategy and marketing.</p><p>However, Brown will need to prove that Arby's success wasn't a fluke.</p><p>Inspire Brands plans to acquire a diverse array of chains in need of "repositioning," Brown said. Buffalo Wild Wings is the test drive of whether Arby's turnaround can be replicated - or whether Brown is operating with a flawed blueprint. </p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;box-sizing: content-box;"><a href="http://read.bi/retail-2018"><img src="https://static.businessinsider.com/image/5a15cd5df914c346018b5aef-720-480" style="margin-right:15px;width:150px;float:left !important;" /></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/review-verdict-diet-coke-four-new-flavors-soda-2018-1">Diet Coke has released four new flavors - here's what our resident Diet Coke fans have to say</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/PwId7sfL-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

Buffalo Wild Wings was sucked into a downward spiral as millennials ditched the chain - but the new CEO has a plan for a comeback

<h3><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56c48d776e97c623008b7a58-711-533/450336028.jpg" alt="Starbucks barista" data-mce-source="Bloomberg/Getty"><p class="source"><span>Bloomberg/Getty</span></p></img></div><p></p></div></div></h3><h3>1.&#xa0;<a href="http://www.businessinsider.com/starbucks-under-fire-for-sugar-in-drinks-2016-2">Starbucks is under fire for selling beverages with more sugar than Coca-Cola</a></h3><p><span>About 98%&#xa0;of Starbucks' hot flavored drinks contain&#xa0;what&#xa0;</span><a href="http://www.actiononsugar.org/News%20Centre/Surveys%20/2016/170865.html#_edn3">UK action group Action on Sugar</a><span>&#xa0;calls excessive levels of sugar per serving, according to tests of 131 drinks. More than a third contain more or equal sugar to&#xa0;a can of Coke.</span></p><h3>2.&#xa0;<a href="http://www.businessinsider.com/sharen-jester-turneys-abrupt-departure-from-victorias-secret-2016-2">The departure of Victoria's Secret's longtime CEO 'does feel very abrupt'</a></h3><p><span>Victoria's Secret CEO Sharen Jester Turney unexpectedly stepped down from her position on Friday.&#xa0;<span>According to a release, she was leaving the company at a time of record success to focus on her family and her life outside of work.</span></span></p><h3>3.&#xa0;<a href="http://www.businessinsider.com/parmesan-cheese-might-contain-wood-pulp-2016-2">Parmesan cheese sold at stores including Walmart and Whole Foods might not be what you think it is</a></h3><p><span>Bloomberg News tested store-bought grated cheeses for cellulose, revealing that all of the cheeses tested </span><a href="http://www.bloomberg.com/news/articles/2016-02-16/the-parmesan-cheese-you-sprinkle-on-your-penne-could-be-wood">contained the anti-clumping additive</a><span> made of wood pulp.</span></p><h3>4.&#xa0;<a href="http://www.businessinsider.com/amazon-has-openings-for-its-fashion-private-label-team-2016-2">Get ready for Amazon's own private-label clothing line</a></h3><p><span><span>Amazon could be one step closer to launching its own private-label clothing brand, according to </span><a href="http://wwd.com/business-news/financial/amazons-fashion-private-label-job-listings-10353993/">the fashion news site WWD</a><span>.&#xa0;</span>Amazon has been ramping up hiring for its&#xa0;</span><span>Amazon Fashion Private Label team recently.</span></p><h3>5.&#xa0;<a href="http://www.businessinsider.com/kate-hudsons-fabletics-is-opening-lots-of-stores-2016-2">Kate Hudson's controversial company took a major step to compete with Lululemon</a></h3><p>Fabletics&#xa0;<span>plans on opening 75 to 100 stores over the next three to&#xa0;five years, </span><a href="http://www.forbes.com/sites/clareoconnor/2016/02/12/fabletics-kate-hudsons-controversial-athleisure-brand-plans-to-open-100-stores/?ss=forbes-woman#3c70949f75d1" target="_blank">Forbes</a><span> reports. Its marketing schemes<span>&#xa0;</span><a href="http://www.businessinsider.com/fabletics-mocks-lululemon-videos-2015-12">pointedly mock</a><span><a href="http://www.businessinsider.com/fabletics-mocks-lululemon-videos-2015-12">&#xa0;</a>competitor Lululemon's high price tags and see-through pants debacle in a series of YouTube videos.</span></span></p><h3>6.&#xa0;<a href="http://www.businessinsider.com/chick-fil-a-is-opening-second-new-york-city-restaurant-2016-2">Chick-fil-A is expanding in New York City</a></h3><p>Chick-fil-A is opening its second Manhattan&#xa0;restaurant in April.&#xa0;The two-story, 5-000-square-foot restaurant will be located at the corner of West 46th Street and 6th Avenue near Rockefeller Center.</p><h3>7.&#xa0;<a href="http://www.businessinsider.com/starbucks-ceo-remarks-on-us-politics-2016-2">Starbucks CEO says he's gravely concerned about American politics</a></h3><p><span>Starbucks CEO Howard Schultz says the US presidential election has turned into a "circus" and he has "grave concern" about the country's future.&#xa0;<span>Rumors surfaced last year that he was considering a campaign for the White House.</span></span></p><h3>8. <a href="http://www.businessinsider.com/starbucks-cant-use-chocolate-chips-2016-2">The FDA won't let Starbucks use the term 'chocolate chip'</a></h3><p><span>Starbucks' chips' percentage of actual cocoa bean is too low to qualify as a true chocolate chip. That makes the little nibs perfect for melting, but less ideal in the dictionary definition of the term.</span></p><h3>9.&#xa0;<a href="http://www.prnewswire.com/news-releases/kashi-unlocks-the-power-of-plants-to-fuel-lives-in-motion-300219830.html">Kashi releases two new plant-based protein bars</a></h3><p><span>Kashi supports&#xa0;plant-based diets for a healthy lifestyle. The company just came out with two new plant-powered protein bars, according to <a href="http://www.prnewswire.com/news-releases/kashi-unlocks-the-power-of-plants-to-fuel-lives-in-motion-300219830.html">PR Newswire</a>.&#xa0;</span></p><h3>10.&#xa0;<a href="http://time.com/4226180/carrot-cake-hershey-kisses/">Hershey releases carrot cake flavored chocolate eggs</a></h3><p><span>The new Easter themed chocolate kisses&#xa0;will be sold exclusively at Walmart with an nine-ounce bag costing $3.24, according to </span><a href="http://www.nbcnews.com/business/business-news/carrot-cake-kisses-are-thing-coming-store-near-you-easter-n519461">NBC News</a><span>.</span></p><p><div><blockquote class="twitter-tweet" lang="en"><p>carrot cake hershey kisses are now a thing (pic from reddit) <a href="https://t.co/ap1etvh5Os">pic.twitter.com/ap1etvh5Os</a></p>- Spencer Allan Brooks  (@SpencerSays) <a href="https://twitter.com/mims/statuses/699666146686009345">February 16, 2016</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><h3>&#xa0;</h3>

Consumer and retail news: 10 things you need to know today

<p></p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d0d43e297ad76254b7c6743-2000/strangerthingss03e0234m25s49528fr.jpg" border="0" alt="Stranger_Things_S03E02_34m25s49528f_R" data-mce-source="Netflix" data-mce-caption="&amp;quotStranger Things.&quot;" /></div></div></div><p></p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d121219e3ecba03ba3ec012-1200/netflix%20marketing%20moves%20banner.png" border="0" alt="netflix marketing moves banner" data-mce-source="Samantha Lee/Business Insider" /></div></div></div><ul class="summary-list"><li>Netflix has deals with dozens of brands including Coca-Cola, Baskin-Robbins, and Nike to spread the word about "Stranger Things," which returns for a third season on Jul. 4.</li><li>The show, created by the Duffer Brothers, leans on name-brands from the 1980s to capture the spirit of the decade, and lends itself to creative brand partnerships, like Burger King's Upside Down Whopper sandwiches and an H&amp;M clothing collection.</li><li>Netflix's global partner marketing and consumer products teams are also reaching out to brands to promote other tentpole Netflix originals, through licensing deals or broader marketing partnerships.&#xa0;</li><li>The collaborations are testing people's appetites for engaging with Netflix franchises outside of the streaming platform, as well as their willingness to accept Netflix shows being associated with brands, people close to Netflix's marketing efforts told Business Insider.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories.</a></li></ul><p>It begins like any other Coca-Cola commercial. The soda brand's logo blares in the background as two teenagers buy a snack from a vending machine. A young couple shares a kiss near a Coke can. And a teenager sips from a refreshing soft drink on his way into a movie theater.</p><p>Only, it's 1985. The town is the fictional, Hawkins, Indiana. And the teenagers are characters from the Netflix original series, "Stranger Things."</p><p>&#xa0;</p><p>Netflix teamed up with Coca-Cola on the commercial - playing in cinemas and online - for the return of its blockbuster original series "Stranger Things," which returns for a third season on Jul. 4. The ad was directed by the show's creators, Matt and Ross Duffer. The entertainment partnership - one of Coca-Cola's biggest - also included a limited revival of a defunct product, New Coke, which appears in the new season, as well as bottles, cans, and other elements inspired by the show.</p><p>Coca-Cola is one of dozens of brands that Netflix is working with to spread the word about "Stranger Things" through licensing deals or broader marketing campaigns. Baskin-Robbins has "Stranger Things"-themed ice cream flavors. Burger King has Upside Down Whopper sandwiches. H&amp;M has a clothing collection inspired by styles from show. Nike released a special sneaker collection.&#xa0;</p><p><span>Netflix said it had agreements with around 75 brands to promote "Stranger Things," the <a href="https://www.nytimes.com/2019/05/21/business/media/new-coke-netflix-stranger-things.html">New York Times previously reported</a>.</span></p><p>The deals are testing people's appetites for engaging with Netflix franchises outside of the streaming platform, as well as their willingness to accept Netflix properties being associated with brands, people close to Netflix's marketing efforts told Business Insider.</p><p>Netflix's pursuit of marketing partners also comes at a time when the streaming giant is trying to keep its 148 million paid subscriber base from flatlining in the US, and growing heartily abroad.</p><p>"It's not about the dollars," Stacy Jones, CEO of the entertainment-marketing agency, Hollywood Branded, said. "They're doing it to drive viewers to subscribe or sign up for Netflix."</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d1102070a28494d103fecc7-1200/stranger%20things%20major%20marketing%20partners.png" border="0" alt="Stranger Things major marketing partners" data-mce-source="Yutong Yuan/Business Insider" /></div></div></div><p>"Stranger Things" is one of Netflix's biggest hits and cultural touchstones. The show is also fertile ground for brand partnerships. It takes place in the 1980s. The creators - pop-culture aficionados, the Duffers - deploy a litany of products from the decade, like the Dungeons and Dragons table-top game, Polaroid cameras, Mrs. Butterworth's syrup, Eggo waffles, and Coca-Cola cans, to evoke the spirit of Eighties in the show.</p><p>After the first season of "Stranger Things," Netflix latched on to the opportunity to work with brands to get the show more exposure, and draw viewers and subscribers to the platform. The streaming giant is actively pursuing more of these kinds of deals to draw attention to tentpole originals, like "Stranger Things," "Glow," and, "Queer Eye."</p><p>Brands have a long history of sponsoring TV shows - <a href="https://www.cincinnati.com/story/news/2017/10/04/our-history-p-g-put-soap-soap-opera/732149001/">dating back to the 1950s</a> when soap makers like P&amp;G sponsored daytime dramas, dubbed "soap operas."</p><p>But promotional partnerships, like the co-marketing deals that Netflix is cutting, are more common in the movie business. It's easier for brands to roll out a campaign around a theatrical release date than a full season of a show. And, with movies, there are no conflicts with network ad sales teams, which may have exclusive deals with brands that could preclude individual shows from partnering with competitors of those brands.</p><p>Streaming-video services like Netflix, where there are no ads and episodes are often released simultaneously, better resemble the movie business.</p><p>"S<span style="font-weight: 400;">treaming is much more like movies than it is TV shows, to me," David Nagel, senior director of consumer engagement at Baskin-Robbins, said. "There's that moment in time, that launch period. And with the advent of binge-watching, people can watch entire seasons in one or two days. It creates much more of that movie feel."</span></p><h2><span style="color: #000000;">Netflix has resisted advertising on its platform</span></h2><p>Netflix, like other premium-entertainment channels including HBO, has often shied away from anything that would make its originals look too commercial. It doesn't show traditional ads, though <a href="https://www.cnbc.com/2019/06/20/netflix-is-going-to-get-ads-sooner-or-later-say-executives-from-hulu-and-nbc.html?__source=twitter%7Cmain">other media execs speculate</a> it's only a matter of time until Netflix gets into the ad business. The original productions that Netflix produces itself, like "Stranger Things," usually don't include paid product-placements - though other Netflix originals may.</p><p>Off of the platform, it's a different story. The boost in brand deals outside of Netflix's service come as the streaming giant is trying to continue growing and facing greater threats from rivals like Amazon and Hulu, and up-and-comers like Disney and Apple.</p><p>Netflix is <a href="https://variety.com/2018/digital/news/netflix-original-spending-85-percent-1202809623/">spending most</a> its <a href="https://variety.com/2019/digital/news/netflix-content-spending-2019-15-billion-1203112090/">eight-figure content budget</a> on original series and movies, as it gets more expensive to license shows from outside studios, and companies like Disney, WarnerMedia, and NBCUniversal reserve more of their popular programming for their own services.&#xa0;</p><p>Last year, Netflix spent $2.4 billion on marketing, about 65% more than the year before, as it released and promoted more originals.&#xa0;</p><p><em><strong>Read more</strong>:&#xa0;<a href="https://www.businessinsider.com/disney-plus-netflix-marketing-spend-2019-6">How Disney's marketing advantage over Netflix will be its secret weapon in the streaming war</a></em><strong><br /></strong></p><h2>Marketing the Upside Down&#xa0;</h2><p>When "Stranger Things" debuted in 2016, Netflix did its own marketing to promote the show, including a <a href="https://www.twitch.tv/videos/78102556">four-hour Twitch livestream</a> of influencers playing video games from the 1980s that ended with a clip from the first episode, as well as a <a href="https://variety.com/2016/digital/news/netflix-stranger-things-vr-virtual-reality-1201830670/">360-degree video experience</a> of the Byers' home from the show.</p><p>The first season prominently featured name-brands like Eggo, but the Kellogg's-owned frozen-waffle company didn't pay to become character Eleven's favorite food. The Duffers wrote it into the show on their own. Eggo also didn't promote the series until <a href="https://adage.com/article/cmo-strategy/eggo-plays-moment-stranger-things-spotlight/310908">after the first season</a> premiered. Eggo shared recipes inspired by each episode of the second season and <a href="https://www.inverse.com/article/27451-stranger-things-eggo-commercial-real-season-2-super-bowl-trailer">lent Netflix a clip from a 1980s Eggo commercial</a> to be used in a Super Bowl spot, among other efforts.</p><p>&#xa0;</p><p>Interest in "Stranger Things" exploded after the show debuted thanks to rave reviews and strong word-of-mouth.</p><p>About three months before "Stranger Things" was due to return for season two, the ride-sharing app Lyft reached out to Netflix's partner marketing team, led by Barry Smyth. The group was focused mainly on deals to promote the Netflix service as a whole with device makers and other partners.</p><p>Halloween is one of the biggest nights of the year for Lyft. And the second season of "Stranger Things" was scheduled for release over the holiday weekend. Lyft - which said it was introduced to Netflix by entertainment agency, United Talent Agency Marketing - saw an opportunity for the two companies to work together on an experience around the show.</p><p><span style="font-weight: 400;">"'Stranger Things' was one of the most-anticipated shows of the year," Austin Schumacher, head of culture and entertainment marketing at Lyft, said. "We wanted to give our community a unique experience. We wanted to tap into a cultural moment. And it sounded like it would also make sense for Netflix to leverage our audience."</span></p><p><span style="font-weight: 400;">Netflix told Lyft it hadn't really done anything like that around a show before, but was open to ideas.</span></p><p><span style="font-weight: 400;">Lyft's in-house creative team presented a few concepts for "Stranger Things"-inspired </span><span style="font-weight: 400;">experiences that would live both inside and outside of the Lyft app. The creative teams from the two companies then worked together on the campaign. Lyft and Netflix shared the costs, Schumacher said.</span><span style="font-weight: 400;"></span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d10cdc697ad765501200896-350/lyft-stranger-things.png" border="0" alt="lyft stranger things" data-mce-source="Lyft" data-mce-caption="Lyft's &amp;quotStranger Things&amp;quot-inspired experience." /></div></div></div></span></p><p><span style="font-weight: 400;">The campaign included a "Strange Mode" in the Lyft app that offered users free rides in Los Angeles and Philadelphia during the weekend of the show's release, as well as a <a href="https://www.buzzfeed.com/caseyrackham/stranger-things-lyft-experience">bizarre in-car experience</a> for some riders. </span></p><p>The partnership with Lyft was one of the first major deals Netflix made with a brand to promote an original series.&#xa0;</p><p>Since then, Netflix has cut deals with brands like<a href="https://deadline.com/2018/06/glow-lyft-rides-limo-netflix-los-angeles-las-vegas-1202417676/"> Lyft on "Glow,"</a> ice creamery Humphry Slocombe&#xa0;<a href="https://www.licenseglobal.com/television/queer-eye-ice-cream-unveiled">on "Queer Eye</a>," and the dozens of brands that have licensing or co-marketing deals tied to "Stranger Things."</p><h2>The upshot</h2><p>Netflix typically isn't being paid for these deals. The partnerships are getting the streaming service exposure in marketing channels, and with audiences, that Netflix couldn't buy itself. Coca-Cola, Baskin-Robbins, and H&amp;M got Netflix into physical stores, for instance, and the Whopper partnership put "Stranger Things" in some Burger King restaurants.</p><p>"These moments and channels that brands own - and that advertising can't buy - are what these streaming platforms are looking to tap into," Julian Jacobs, co-head of United Talent Agency's marketing arm, said.</p><p>Amazon Studios has inked similar deals with brands <a href="https://www.mediapost.com/publications/article/334003/amazon-maxwell-house-team-for-mrs-maisels-hagga.html">like Maxwell House</a> around originals like "The Marvelous Mrs. Maisel." HBO also partnered with Bud Light to <a href="https://www.youtube.com/watch?v=8fhOItB0zUM">promote "Game of Thrones" in the Super Bowl</a> in 2019.</p><p>As Netflix spends more on marketing to draw attention to its biggest originals, the deals are also tapping into dollars that other marketers are already spending.&#xa0;</p><p>Summer is ice cream season and when Baskin-Robbins ramps up its marketing. Netflix reached out to Baskin-Robbins in April to talk about a potential partnership tied to "Stranger Things." The third season premieres in the middle of the summer and part of it takes place in a fictional ice-cream shop, called Scoops Ahoy.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d10ccfee3ecba09867ca1c2-2400/netflix-stranger-things-scoops-ahoy.jpg" border="0" alt="netflix stranger things scoops ahoy" data-mce-source="Netflix" data-mce-caption="Scoops Ahoy." /></div></div></div><p>Baskin-Robbins spent a bit more than it normally does on marketing during the summer months to promote "Stranger Things" and itself.</p><p><span style="font-weight: 400;">"We did over invest in this property," Nagel, at Baskin-Robbins, said. "</span><span style="font-weight: 400;">We knew [the show's return] was something that people were going to be really excited about, kind of like the lead up to 'Game of Thrones.'"</span></p><p><span style="font-weight: 400;">The ice-cream company, which has run promotions around movie releases before, also invested in "Stranger Things" with custom ice-cream flavors, products, and a TV commercial in the hopes of it "maybe making us a little bit cooler," Nagel said.&#xa0;</span><span style="font-weight: 400;"></span><span style="font-weight: 400;"></span></p><p>Baskin-Robbins isn't the only brand hoping to tap into Netflix's zeitgeist-hitting originals.</p><p>"Every client that we talk with, every new sales conversation that we have, it is driven by them wanting to talk about partnerships in [streaming-video-on-demand] - and more so Netflix than other platform," Jones, at Hollywood Branded, said. "Time and time again, it's Netflix shows that pop up as being the primary water-cooler-moment types of content that brands know about."</p><p>The media spend for the types of co-marketing campaigns tied to movies or TV shows that Netflix is now making can range from $500,000-$5 million, Jones said, depending on how the content is tied into the brands' retail space, or TV, digital, and other efforts.</p><h2>Netflix's partner-marketing approach</h2><p>Netflix is approaching partner marketing a lot like a movie studio would. It's being selective about the movies and series it connects marketers to, and focusing on tentpoles where brands naturally tie into the content.</p><p>Netflix staffers are reaching out to more brands directly, instead of taking creative pitches from marketers like it did with Lyft.</p><p>Smyth has a small team of about five or so people, based in Los Angeles, who are developing partner-marketing ideas to bring to brands, which add to broader show campaigns. They also work closely with the global consumer-products group run by Christie Fleischer, who joined Netflix from Disney in 2018, to build on existing licensing deals, like those with Nike or Lego for "Stranger Things."</p><p>The Baskin-Robbins partnership started with the consumer products team, which reached out to Nagel at Baskin-Robbins through LinkedIn about a licensing opportunity tied to the Scoops Ahoy ice-cream parlor in season three.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d10cd77e3ecba552d25caa3-2400/baskin-robbins%20demogorgon.jpg" border="0" alt="Baskin Robbins Demogorgon" data-mce-source="Baskin-Robbins." data-mce-caption="Baskin-Robbins' Demogorgon-inspired sundae." /></div></div></div><p>"<span style="font-weight: 400;">I thought I was getting punked from somebody inside the organization," Nagel said, of when he was contacted via LinkedIn. </span></p><p><span>The deal grew from there. The partner marketing team got involved. Nagel and other folks from Baskin-Robbins flew to Los Angeles to read scripts from the new season of "Stranger Things" and see how Scoops Ahoy was being incorporated. </span><span>Baskin-Robbins dug into its own archives to see how its ads from the 1980s were created and produced.</span></p><p><span style="font-weight: 400;">"It was kind of a labor of love with both us with more than just a business partnership," Nagel said, adding that the Duffers set the authentically Eighties tone. "We had a lot of fun with it."</span></p><p><span style="font-weight: 400;">Since Jun. 1, Baskin-Robbins "Stranger Things"-themed ad has aired 899 times on national US TV, a media buy worth roughly $1.4 million, estimated EDO, a firm that measures engagement with TV ads. The campaign runs through the end of July.</span><span style="font-weight: 400;"></span></p><p><span style="font-weight: 400;">Netflix is certainly warming to working with brands outside of its platform, but on-platform is another story.</span></p><p><span style="font-weight: 400;">"The question is what will they allow on their platforms," a source who works closely with brands and entertainment companies, said. "The 'Stranger Things' efforts across these brands is a bit of an experiment. If the marketplace rejects this, they'll be done. But it seems like the marketplace is rejoicing in these efforts."</span></p><div><iframe width="1044" height="587" src="//www.youtube.com/embed/yrTVc6bfzVg" frameborder="0" allowfullscreen=""></iframe></div><div><iframe width="1068" height="601" src="//www.youtube.com/embed/9Egf5U8xLo8" frameborder="0" allowfullscreen=""></iframe></div>

Inside Netflix's marketing strategy for 'Stranger Things,' the show that supercharged its work with brands like Lyft and Coca-Cola

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/568d6278e6183efa428b4675-2613-1960/rtr4rtbu.jpg" alt="Martin Riese " data-mce-source="Reuters/Mario Anzuoni" /><p class="source"><span>Reuters/Mario Anzuoni</span></p><p class="caption">Water sommelier Martin Riese.</p></div><p></p></div></div>You may just get it from the tap, but there are customers willing to pay $60,000 for a bottle of water. </span></p><p><span style="font-weight: 400;">Sold in a solid gold bottle, </span><a href="http://www.most-expensive-water.com/acqua.php"><span style="font-weight: 400;">Acqua di Cristallo,</span></a><span style="font-weight: 400;"> the world's most expensive water bottle, wasn't made for mass consumption. However, there are many brands charging, if not thousands of dollars, at least $50 for the most basic beverage on the earth. </span></p><p><span style="font-weight: 400;">The premium bottled water market is booming, making up 6% of total global packaged water volume, according to food and beverage consultant Zenith International. </span></p><p><span style="font-weight: 400;">As consumers turn away from sugary sodas, water sales are growing due to its position as a healthy alternative. However, basic bottled water has thin profit margins, while premium water allows for a great deal more flexibility in how water is marketed and priced. </span></p><p><span style="font-weight: 400;">Premium waters typically separate themselves from the average bottle through precisely calibrated pH levels and minerality, purity, and presentation.</span></p><p><span style="font-weight: 400;"><span style="font-weight: 400;">Then, there's the ultra-premium options, like the $50 Iluliaq or the $99 Beverly Hills 9OH20 'Master Crafted Water,' created by water sommelier </span><a href="http://www.businessinsider.com/i-went-to-a-water-tasting-with-a-water-sommelier-and-it-was-not-nearly-as-crazy-as-you-think-2015-6"><span style="font-weight: 400;">Martin Riese.</span></a></span></p><p><span style="font-weight: 400;">To charge the top dollar, the water has to be marketed as having the ideal balance of elements, either due to purity or added ingredients. </span></p><p><span style="font-weight: 400;">Iluliaq charges $50 for a 750ml bottle of "the purest water in the world," from melting icebergs in Greenland. <a href="http://www.amazon.com/corenatural">Priced at $28</a>, Core Water emphasizes the importance of the perfect pH for achiving healthy hydration. Meanwhile, blk. takes a different approach, charging between $2 and $8 for a dark water enhanced with fulvic trace minerals.</span></p><p><span style="font-weight: 400;">Gize is all about filtration, charging $14.80 for a 750ml bottle of gold-filtered mineral water. That's right - less than $15 for water that is literally filtered in gold.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/54f6021becad041b7a38ff48-3111-2333/martin riese.jpg" alt="Martin Riese" data-mce-source="Reuters/Mario Anzuoni" /><p class="source"><span>Reuters/Mario Anzuoni</span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Distinctive packaging goes a long way in elevating a bottle of water to premium status in the eyes of the consumer. While blk. supposedly tastes crisp and fresh, it's the company's all-black packaging and beverage that sets it apart. <span>Blue Republic Artesian Water</span> is bottled in an orb that the company calls on its </span><a href="https://www.kickstarter.com/projects/592529688/blue-republic-artesian-water"><span style="font-weight: 400;">Kickstarter page</span></a><span style="font-weight: 400;">, "</span><span style="font-weight: 400;">an abstract representation of the earth's polar ice caps, a nod to the greatest environmental threat we face, global warming."</span></p><p><span style="font-weight: 400;">A bottle of water may be perfectly calibrated when it comes to pH and minerals, but unless it is packaged as a luxury good, it has no chance of competing with the elegant and opulent bottles that dominate the industry. </span></p><p><span style="font-weight: 400;">Trying to distinguish the purpose and power of premium water is difficult due to the diversity in the market. </span></p><p><span style="font-weight: 400;">Premium water isn't just black H2O and orbs. It also encompasses mainstream products such as Nestle's Perrier and Danone's Evian. Globally, Nestle and Danone, along with Germany company Gerolsteiner, make up 40% of all premium water sales, with premium options that are typically less than $5 a bottle.</span></p><p><span style="font-weight: 400;">Within these companies, premium water is a major part of financial success. In the </span><a href="http://www.nestle.com/asset-library/documents/library/documents/half_yearly_reports/2015-half-yearly-report-en.pdf"><span style="font-weight: 400;">first half of 2015</span></a><span style="font-weight: 400;">, Nestle's premium international water brands, Perrier and S. Pellegrino, served as a key growth area for the company, posting solid, single-digit growth. These aren't flashy, hundred dollar bottles - but they do offer customers a slightly more complex drink, at what is usually a higher profit margin for the companies. It's a market that Coke and Pepsi are eager to enter, as both soda giants prepare to launch </span><a href="http://www.businessinsider.com/soda-companies-are-betting-on-water-2015-12"><span style="font-weight: 400;">premium, sparkling beverages</span></a><span style="font-weight: 400;"> in 2016. </span></p><p><span style="font-weight: 400;">"Sub-segmentation is an emergent concept in the premium bottled water industry, with a number of products marketing themselves as having a distinction above and beyond that of premium water," reads Zenith's report on premium water. "Brands that class themselves as being 'ultra' premium based on a difference in source, production process, or designer bottles, offer an element of exclusivity, and are typically only available in high-end restaurants, hotels, nightclubs, and spas."</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/568d376fc08a801b008b74aa-861-960/blk water.jpg" alt="blk water" data-mce-source="blk. water" data-link="https://www.facebook.com/blkug/photos/pb.923698590982807.-2207520000.1452095289./923701277649205/?type=3&amp;theater" /><p class="source"><span><a href="https://www.facebook.com/blkug/photos/pb.923698590982807.-2207520000.1452095289./923701277649205/?type=3&amp;theater">blk. water</a></span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">While it's easy to scoff at paying $100 for a bottle of water, this isn't for sipping at home. In addition to offering a nonalcoholic option at classy spas and clubs, these are beverages being sold at emerging water bars and restaurants with </span><a href="http://www.eater.com/2013/8/6/6390275/la-restaurant-has-45-page-water-menu-water-sommelier"><span style="font-weight: 400;">water menus</span></a><span style="font-weight: 400;"> around the world. </span></p><p><span style="font-weight: 400;">Of course, there will always be skeptics. Some of the biggest issues the premium water industry faces are its luxury item status, perceived environmental wastefulness, and difficulty in differentiating from the competition. </span></p><p><span style="font-weight: 400;">"Equally, bottled water faces ethical challenges, where the developed world spends vast amounts of money on a product of which it already has an ample share of, whilst a large proportion of the world's population has no access to a safe, drinkable water supply," states the Zenith report. </span></p><p><span style="font-weight: 400;">Despite these challenges, premium water is on the rise. Spending $100 on a bottle of water may never become normal. However, spending an extra few dollars on a premium option in the coming years is only going to become more common - and profitable for water companies. </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/drinking-carbonated-water-soda-regular-flat-2015-12">Is drinking carbonated water bad for you?</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="ZvN3R2dToLfrCbs4FaJYB9rfrCQKar28" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'ZvN3R2dToLfrCbs4FaJYB9rfrCQKar28',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

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