快餐食品頻出新噱頭

With Burger King’s new ad featuring a hamburger looks like a *burrito, or Pepsi’s revival of its eery-looking clear cola, it seems that fast-food *slingers are spending more time creating attention-grabbing *concoctions in their labs rather than fresh ideas in the kitchen.

漢堡王在新廣告中推出了一款長(zhǎng)得像墨西哥卷餅的漢堡，而百事可樂(lè)則重新推出了看著很詭異的透明可樂(lè)?？雌饋?lái)，快餐食品商們似乎將更多的時(shí)間花在了在實(shí)驗(yàn)室里研究奪人眼球的食物混搭組合上，而不是在廚房里發(fā)掘新點(diǎn)子。

In fact, bizarre combinations of otherwise familiar foods are coming in faster than people can get through them.

事實(shí)上，在人們能夠接受這種常見(jiàn)食物的怪異組合前，它們往往已經(jīng)紛至沓來(lái)。

With the “Whopperito” – Tex-Mex hamburger meat, *smothered in cheese and wrapped in a flour *tortilla – Burger King hopes to attract diners who find the Dr Frankenstein-like creation appealing.

通過(guò)推出Whopperito —— 將德克薩斯-墨西哥風(fēng)味漢堡肉淋上芝士，再卷入墨西哥薄餡餅——漢堡王希望能夠吸引那些喜歡科學(xué)怪人式餐品的顧客。

“It’s just to get peoples’ attention to come in to the restaurants,” says Alex Macedo, president of Burger King North America. While Macedo says sales see a boost from limited edition menu options, they’re “also important for keeping the brand relevant.”

“這只是希望能夠引起人們注意，令他們光顧餐廳，”漢堡王北美公司總裁亞歷克斯•馬賽多說(shuō)道。馬賽多稱限量版菜單的推出讓銷售額不斷上漲，而這也對(duì)他們“保持品牌的曝光度十分重要”。

Not to be left behind, Pepsi Co is bringing back a *cult favorite from its past, Crystal Pepsi – an unusual *elixir of clear cola that has the same taste as the familiar fizzy brown stuff but which appears “crystal” clear. The throwback returns to stores in the US this month for a limited run. Pepsi even recently hosted a free ’90s-themed concert in Manhattan to re-launch the soft drink which disappeared from shelves in 1994 following poor sales.

百事可樂(lè)公司也不甘人后，帶著一款過(guò)去深受大眾喜愛(ài)的潮流飲料——水晶可樂(lè)(一款非同尋常的透明可樂(lè)飲料)強(qiáng)勢(shì)回歸。水晶可樂(lè)和我們所熟悉的棕色汽水味道無(wú)異，但它卻是透明無(wú)色的。這款懷舊飲料于本月在美國(guó)限量上市。由于先前銷量不佳，水晶可樂(lè)于1994年下架。而近期為了慶祝這款碳酸飲料重新上市，百事可樂(lè)甚至還在曼哈頓舉辦了一場(chǎng)免費(fèi)的90年代主題演唱會(huì)。

With social media sharing and “going viral” now the modern kings of marketing, junk food sellers are facing pressure to *churn out social media-friendly – and sometimes borderline bizarre – products in order to stay in the eyes of their audience.

由于社交媒體即時(shí)分享和快速擴(kuò)散的特性，為了能夠長(zhǎng)期留在公眾視線中，現(xiàn)代的市場(chǎng)營(yíng)銷之王——垃圾食品商們需要大量生產(chǎn)便于社交媒體傳播，有時(shí)甚至相當(dāng)詭異的產(chǎn)品。

“They want people tweeting things out, they want people taking pictures of their plate, because there’s more competition out there,” says Dan Rene, senior vice president at US-based strategic communications firm Levick.

“他們希望人們能為自己的產(chǎn)品發(fā)推，給食物拍照，而這樣的競(jìng)爭(zhēng)也日益激烈，”總部位于美國(guó)的策略傳播公司萊維克的副總裁，丹•雷內(nèi)表示。

Trends are also moving at a faster pace than they used to, forcing companies to constantly come up with unconventional ideas in order to out-do one another.

和過(guò)去相比，潮流趨勢(shì)變化得更快了，企業(yè)也不得不時(shí)常推陳出新，來(lái)蓋過(guò)對(duì)手的風(fēng)頭。

“Customers get bored very, very quickly,” says Neil Saunders, CEO of retail research firm Conlumino in the US. “You have to work increasingly hard to get the message across.”

“顧客們很容易就覺(jué)得無(wú)聊了，”美國(guó)零售業(yè)調(diào)查公司Conlumino 的首席執(zhí)行官，尼爾•桑德斯說(shuō)道。“你需要十分努力工作，才能將信息傳播開(kāi)來(lái)。”

Sometimes that means *reanimating products of *yesteryear to lure loyal fans who may be *enticed to spend their hard earned cash just to get a bite or sip of *nostalgia.

有時(shí)候，這也意味著重新推出過(guò)去的產(chǎn)品，從而吸引一些忠實(shí)顧客，用血汗錢為懷舊情懷買單。

In 2010, KFC came out with the Double Down, a sandwich made with two boneless chicken *fillets in lieu of the bread. It sparked so much intrigue that the chain brought it back for a limited time in 2014.

2010年，肯德基推出了一款用兩片無(wú)骨雞柳代替面包而制成的三明治Double Down。這款產(chǎn)品引起了巨大反響，于是在2014年，肯德基將其作為限定產(chǎn)品重新上市。

Burger King also did something similar. Its chicken fries – essentially *strips of chicken made to look like french fries – came to the market for a limited time in 2005, with the fast food giant deciding to give them a temporary resurgence in 2014. But following high sales of the chicken-based creation upon its temporary re-release, the company decided to upgrade it to a permanent fixture on the menu.

漢堡王也做過(guò)一些類似的活動(dòng)。它的雞肉薯?xiàng)l——本質(zhì)上就是長(zhǎng)得像薯?xiàng)l的雞肉條——于2005年作為限量產(chǎn)品上市。2014年，這個(gè)快餐業(yè)巨頭決定暫時(shí)讓其重返市場(chǎng)。但由于這款雞肉產(chǎn)品在限量供應(yīng)期的火爆銷售額，漢堡王后來(lái)決定將它升級(jí)為長(zhǎng)期供應(yīng)餐品。

“It drove traffic,” says Macedo. “It brought in people that otherwise weren’t coming to. That’s the biggest success.”

“這帶來(lái)了更多客流，”馬賽多表示。“它吸引了一些本不會(huì)光顧的客人。這便是最大的成功。”