…like positioning.

I was in Hungry Jack’s the other day grabbing a bite to eat “on the run”.

(For non-Australian readers Hungry Jack’s is the name Burger King operates under in Australia…that in itself is an interesting story.)

As I was sitting there munching through my Double Cheeseburger, I noticed the ad copy on the paper sheet covering the tray.

I almost choked on my burger when I saw they were promoting Hungry Jack’s…

…Kids Club and how Hungry Jack’s is a great place for childrens parties!

The perils of being a student of marketing and of the great Jack Trout in particular!

You see, in the book “Big Brands, Big Trouble”, Trout looked at Burger King and discussed ways they could compete against arch rival McDonald’s.

(By the way, if you’re not familiar with Jack Trout, he and Al Ries wrote the classic marketing book “Positioning”.)

And when looking at possible strategies, part of the process was to look at where McDonald’s was strong (avoid those areas) and weak (potentially an avenue to exploit).

One area of strength for McDonald’s is kids…as symbolised by Ronald McDonald.  In Burgerland, Mickey D’s owns the mainstream family and children position.

So, it’s nuts for Hungry Jack’s to go after the kids segment.

Even worse, it risks detracting from the the position they do have…

…which is as a more adult venue where the food is better (“The Burgers Are Better At Hungry Jacks”).

I don’t know if Burger King ever took Trout’s advice to heart, but here’s what he suggested…

“…two-part strategy:

Part 1: Kiddieland.  Rub their noses in the swings and slides at McDonald’s.

Part 2: Flame-broiling.  When kids grow up, they prefer the flame-broiled taste of Burger King.”

In other words position against McDonald’s strength as a “family” restaurant and emphasise “better burgers”.

Which is pretty much where Hungry Jack’s is placed.

And why the idea of a “Kids Club” makes no sense for them.

So why do it?

Many possible reasons, but I’d suggest the most likely is that someone saw the success McDonald’s was having with kids and decided that they wanted a piece of the action too.

What they forgot (or may never have really understood) is that marketing strategy and positioning is as much about what you DO NOT do…

…as well as what you choose to do.

Big companies can often get away with making mistakes (although they catch up in the end…the imminent demise of General Motors is one example that I’ll cover in an upcoming post).

Most marketers and business people don’t have that luxury.  So think carefully about positioning…

…and think even more carefully about changing or taking action that isn’t in alignment with your chosen position.