December 15, 2009
A product that I co-brand with is the TGI Friday’s Jack Daniel’s sauce.
barbeque sauce is used on a wide variety of items on the TGI Friday’s menu, and the
menu even includes its own section dedicated to the “Jack Daniel’s Grill.”
ribs, steak, and grilled chicken are featured items on this menu.
The reason I co-brand
with this product is that I am part of both target markets from each brand individually.
TGI Friday’s advertises in a way that appeals to family gatherings for dinners and
They have commercials where you see four men sitting around a
table eating ribs and chicken wings.
They compete with other low-priced, in-and-out,
quick service restaurants like Chili’s and Applebee’s.
The menus at these restaurants are
vast, and pretty much anyone can find something they like there to eat.
people know walking into any of these restaurants that the food is not incredibly healthy,
and the food options are typically more “manly” food (burgers, steak, ribs, etc.).
where Jack Daniel’s comes in to reinforce those “manly values.”
I think TGI Friday’s really benefits from this joint co-brand because of the
strength of the brand Jack Daniel’s has.
Teaming up with them makes TGI Friday’s
appear more credible, and this line extension with the new product promotes a higher
quality food that will resonate with the TGI Friday’s brand.
Also, Jack Daniel’s benefits
slightly as well.
Although their brand clearly has a stranglehold on its target market and
has positioned itself very well in the whiskey market, they are branching out to
strengthen that name even more. Jack Daniel’s has a perceived notion that it is more
southern, but TGI Friday’s are everywhere in the country.
Jack Daniel’s will be able to
reach that middle-aged man in Boston, Chicago, or anywhere in the north because of this
I am by no means a healthy eater, and I do enjoy going to types of restaurants like
Chili’s and TGI Friday’s.
With the Jack Daniel’s sauce attached to the barbeque sauce at
TGI Fridays, however, it has a psychological advantage over Chili’s any day of the week.
When I think Jack Daniel’s, I think southern men, drinking a classy whiskey.
Daniel’s heavily promotes how their whiskey is distilled in their barrels, and their
marketing just makes men of my nature feel like I’m getting something special when I
drink Jack Daniel’s.
With the name attached to TGI Friday’s barbeque sauce, that
psychological perception translates to the burgers, steak, and ribs at TGI Friday’s.
makes me feel like I am eating a higher quality burger or steak.
I do not know how much
different the Jack Daniel’s sauce is in comparison to the old TGI Friday’s sauce, but I
doubt it is much different.
Nevertheless, I have a perceived notion in my head that this
product is going to taste better because of the brand equity the Jack Daniel’s name
2. A. Segmentation and Target