Fast Food’s Next Playbook: Emotional Logic, Growth Tribes, and the End of Routine

5 Min Read By MRM Staff

While nostalgia marketing and value meals are having their moments, brands will need to mix things up to attract new growth tribes driven by occasion, emotion, and connection, not just price, according to the latest ELI Report, powered by Sooth’s Emotional Logic Interface.

Sooth Founder Ian Baer informed Modern Restaurant Management (MRM) magazine that future growth lies not with the 57 percent of regular fast food customers, but with the remaining 43 percent —Experimenters, Cravers, Balancers, and Provisioners—and he detailed the distinctions among these tribes. 

Meet the Four Growth Tribes“Regulars don’t show nearly as much potential for growth as the other four audiences, who we predict will account for more than four in ten quick-service restaurant tickets over the next two years.” 

Experimenters (16 percent) are here for the new and now. They’re the first people who will post a picture of a new menu item on Instagram. 

“For these consumers, new formats like…