This Restaurant Made An Entire Nation Crazy about Waffles! (Marketing Success)
1 Secret Marketing (you will learn here) technique that helped make QSR waffle shops a trend in Bangladesh!
When you hear about QSRs (quick-service restaurants), you generally don’t think about waffles being one of the items, especially in Bangladesh. It’s mostly traditional street foods like Fuchka, Chotpoti, etc. But a foreign dessert like a waffle is considered a fine dining meal in this country.
So how did things change?
In the post-COVID era, people started to meet their cravings in restaurants again but the habit of ordering food online or taking away food remains, with this concept in mind and bringing the idea of waffles as a street food, Waffle Up started its journey in 2022. And it was an instant hit. With the help of
- food delivery services in the country,
- word-of-mouth marketing,
- social media advertising,
- a simple yet tasty product line,
- efficient packaging, and
- the 1 secret marketing technique
The first five things are well known and followed in the marketing world, but to me, the main USP (Unique Selling Point) is something quite different and overlooked by many marketers.
The Secret: Color Marketing
Color marketing, a technique of using colors to bring out certain emotions and feelings of the consumers, has been the key to this waffle movement in Bangladesh. 50 more shops succeeded following the color and lighting marketing effect of WaffleUp. Here’s how they did it,
Not only the logos, their packaging, even inside the waffles, and social behavior all induce the same colors, and the most interesting and effective factor to me is the brand color-themed LED lighting outside and inside the shop. Just take a look at yourself,
This holistic approach of simplicity trust and care through color marketing has been the main reason for Bangladesh's waffle movement.
And what works, will be followed by many until it doesn't work anymore!
So, their success in making a new concept of eating waffles is followed by many others and we can find waffle shops in every corner of Dhaka city.
These days, traveling to Dhaka is like entering a vivid, dreamy world filled with fluffy waffles! Every store has its own color identity, ranging from sunny yellow to vivid turquoise, calling you in for a tasty and enjoyable experience. The next time you have a sweet tooth, throw away your textbook and follow the rainbow — you never know where it could take you! Have the waffle adventure of a lifetime!
As a marketer, it’s fascinating to see how a single brand can reshape an entire market segment. This case study is a goldmine for anyone curious about the impact of sensory marketing and the power of color to drive consumer behavior. It’s a delicious reminder that sometimes, the most effective strategies are the ones that are simple yet colorful.
(NB- I am not an Influencer (yet) and this article is completely based on my observation, nothing sponsored)
Know More About Color Psychology
P.S. If you need any help along the way, don’t hesitate to reach out. I’m always happy to help. If you like my words you can Buy Me a Coffee: buymeacoffee.com/MamnunAhmed
