Whose the Captain?

It's Sunday afternoon and you are strolling through the mall food court, looking for a quick snack. The “New 4 value burgers @ 69” catches your eye and you walk into KFC. The bright? red menu with captivating chicken photos is an instant eye candy once you enter. There are 3 people at the counter, so you get in the line still looking at the over the counter menu. It's your turn now, but you still haven't settled between chicken wings or strips and whether it would be enough. Now there are 3 people behind you, so you simply say “No. 13 please”. You take your tray and settle on the table overlooking the mall. Enjoying your 3 wings, 3 strips, small fries and Pepsi combo, you are glad that you ordered a meal. You find it is wholesome, economical (because you saved 20% on the combo) and a perfect brunch for the weekend.?

This is something to which we all can relate to and do on a regular basis. Visiting McDonald's, Domino's, KFC, and other fast food restaurants is enjoyable. The options are straightforward, and the service is quick; ideal for grab-and-go. But let us now dissect the event.?

The ‘value meal’, ‘buy one get one free’ coupled with big food pictures seduce you. They entice you to come side and enjoy that juicy burger or chessy pizza. The movement you step your foot in a fast food joint, you play by their rules. You might be the captain of your Titanic, but the ocean belongs to them.? Take any QSR, for instance McDonalds, KFC, Subway or Dominos. They all have similar traits. QSR is all about deals, combos and add-ons. The bright coloured menu is seemingly simple, big, bold and also has pictures, so you know what you are ordering. But, this is the first iceberg. The menu is no less than a maze. It is designed not only to grab your attention but hold as well. There's a hierarchy at play, the images (obviously Photoshopped) are big, food names and content are in smaller font and the ? logo is the smallest. At times, the ? sign is not even there. When you start in line, they make you drool over those juicy burger patties, you hardly see the cost. It is clearly readable only when you are at the counter. But by that time the pressure is mounting, there are people behind you, you don’t want to look like a newbie. A sense of urgency is created for no apparent reason.?

Now comes the second iceberg. It is easier to say “one number 13 please” rather than “3 wings, 3 strips, small fries and one Pepsi”. KFC deliberately makes you order in terms of numbers. It seems that by ‘making it a meal’ you get more things for less price, hence the ‘value’ in a value meal. But have you really done the math? Are your ‘meal’ portions the same as ‘single order’ portions? And the most important question!! How on Earth does adding Pepsi and fries qualify as a ‘meal’?! The words ‘value’ and ‘meal’ give you an illusion that this is wholesome food and I’m deriving maximum value out of my money. Maybe you never wanted the cold drink. A simple glass of water would have sufficed.? But you ended up having one because it was part of the combo. QSRs love to sell cold drinks because the margins are the highest. Hence, the unlimited Coke at McDonalds with a seemingly small premium.

You entered the store looking at the “New 4 value burgers @ 69”, thinking it's a cheap snack for grab-n-grow. But now you are down ?400 and under the illusion of a wholesome meal. Which essentially was deep fried potato and aerated sugar water. Such psychological tricks are engineered to literally manipulate you. Tell me what's the first thing you see when you enter any cinema joint? It's a cafeteria, right? The actual reason you are there in the first place- the ‘movie hall’ is generally down the aisle and you have to find it. Reason- cafeteria is the cash cow, so it should be in the spotlight. Don’t even get me started on the apparel and cosmetics business. Psychological manipulation is rampant in that territory. ‘Value buying’ in terms of ‘Sale’ is what a pink coloured sketch pen is to butter chicken shawarma. One has nothing to do with another. BOGO, End of season sale, Flat 50% is all hocus focus. Let me leave you with a quote from Charles Revson, the founder of Revlon.

“In the factory we make cosmetics, in the store we sell hope”.

Let it sink.

Sure, we do live in a consumption-based economy. Companies will always find new ways to get you to consume more and more. There's nothing wrong with that. But at the same time, we should also be aware of this manipulation. Play the consumption game, but don’t entirely play by their rules. After all, that ?69 snack was a good option.

Source- Business Insider