Page 17 - Rebranding A Brand

SWOT ANALYSIS
The OPPORTUNITIES include the use of social media for developing the consumer’s awareness and their participation in the ability to donate (thus creating a sub- brand). Identifying FDC customers as ‘member clients’ to the general public will open the door for consumers to become aware of this donor program and support the ‘member clients’. A push-pull affect will develop within the food service industry by the demand of the public to want to be involved, both as a consumer of member clients and a donor. The Behind the Menu sub-brand gives the consumer an easy way to support the community in fighting hunger.
20 years
of gluttonous attitudes toward unhealthy over-eating
The THREATS revolve mostly around incorrect perceptions of how FDC works. Some will incorrectly think that FDC is in direct competition with the area food banks and national hunger relief programs. Therefore, FDC needs to focus additional attention on public service announcements, member-client identity signage, community program sponsorships, and educating member client employees to present the true vision and mission of their efforts. For the sub-brand of Behind the Menu, the threats involve take-home ‘doggie bags’ and the glutenous attitudes of our over-eating society in the past 20 years.
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