Franchisors looking for a way to stand out from the competition and get some free marketing will resort to almost anything. Sometimes that evens means staging a world record attempt.
I bring this up because recently staff from five different Chick-fil-A’s in Tulsa broke a Guinness World Record for brewing the record for the world’s largest cup of sweet iced tea, as this article explains. The cup, if you are interested, included 1,140 gallons of freshly brewed sweet tea, 72 pounds of tea leaves, 1,150 pounds of sugar, a ton of ice and 912 gallons of water. It fit into a nine-foot-tall cup!
The world record is an interesting concept. Who knew, for instance, that there was even a world record for the world’s largest cup of sweet tea? And, of course, all of these supplies would have come at considerable expense to the franchisors – a ton of ice only comes for free in Antarctica. That said, local media loves these stories. It makes for a great quirky story on the local TV news and gets the Chick-fil-A brand some positive publicity that you can't get from conventional marketing.
So it’s an interesting marketing route – just be sure to do a cost-benefits analysis first! Also, anyone looking for some other more interesting franchise marketing concepts- with everything from the ridiculous to the sublime – will enjoy this recent story from Entrepreneur magazine.