Large corporations are now trying to tap into a market that is attracted to smaller brands, the market of Hipsters. A Hipster is someone who follows the trends and latest fashions, and mainly follows the trends that are outside the cultural mainstream. Since a hipster does not follow the cultural mainstream they tend to avoid the large corporations. So some of these large corporations have started to develop a strategy to tap into this Hipster market. Mainly they are big food companies. For example McDonald's, Taco Bell, and Pepsico. The strategy that they have developed is creating smaller brands that are not advertised as being part of the big corporation.
Hipsters, mainly in their 20’s and 30’s, are no longer impressed by a corporation’s big name and strive to look outside the box. This forces companies to open new and unique restaurants and cafes while hiding their name. Australia’s “The Corner” coffee shop is owned by Mcdonald’s; however the company all but left out any indication that they were affiliated with the multi-billion dollar corporation. The Corner has gourmet coffee drinks and unique foods with real ingredients -- such as chipotle pulled pork, lentil and eggplant salad-- much unlike Mcdonald’s regular menu. Although company rep’s state that these types of establishments are used as “testing plants”, it’s hard to imagine a Moroccan chicken breast and soy milk latte on a Mcdonald’s menu any time soon.
Other “mainstream” corporations like Bulk Barn are tapping into the niche market by offering healthy items like quinoa, chickpea flour, and dried beans. The establishment even has its own nut butter grinding station for all the distinctive health nuts out there. Bulk Barn has started streamlining their logo’s from red and yellow to monochromatic silver and white in city locations to attract a more urban customer. Being able to change with the times and keep up with the new markets has helped keep Bulk Barn on top of its game since 1982.
The corporations mentioned above that are tapping into the niche market of Hipsters are all perfect examples of how they stay current as the years go by. They are taking advantage of the trends that open up new opportunities to test out their new ideas and to grow their corporations to include more types of consumers.
http://globalnews.ca/news/1854777/how-big-food-companies-are-stealthily-targeting-hipsters/
Other “mainstream” corporations like Bulk Barn are tapping into the niche market by offering healthy items like quinoa, chickpea flour, and dried beans. The establishment even has its own nut butter grinding station for all the distinctive health nuts out there. Bulk Barn has started streamlining their logo’s from red and yellow to monochromatic silver and white in city locations to attract a more urban customer. Being able to change with the times and keep up with the new markets has helped keep Bulk Barn on top of its game since 1982.
The corporations mentioned above that are tapping into the niche market of Hipsters are all perfect examples of how they stay current as the years go by. They are taking advantage of the trends that open up new opportunities to test out their new ideas and to grow their corporations to include more types of consumers.
Questions For Discussion:
Do you think it is okay for these big corporations to create these smaller brands and keep their company name hidden from the consumer?
Are big corporations defeating the Hipster lifestyle by offering these smaller brands, though they are actually part of the “mainstream” market?
Would you still shop/eat at these establishments once you knew which company they were affiliated with?
Do you think it is okay for these big corporations to create these smaller brands and keep their company name hidden from the consumer?
Are big corporations defeating the Hipster lifestyle by offering these smaller brands, though they are actually part of the “mainstream” market?
Would you still shop/eat at these establishments once you knew which company they were affiliated with?
