After a viral communication campaign on social networks, the fast food chain O’Tacos* has sworn in hundreds of people, mainly adolescents, in front of their establishments, this Friday, October 3. All day, the brand offered a broken price for three euros for its tacos: a particular sandwich
Evaluation: Colossal queues and fights that have traveled social networks and television channels. In Lyon, as in several French cities, the crowd overflowed security agents, forcing certain restaurants to close their doors, a few weeks after the chaotic launch of another restaurant, of the Krouusty Sabaïdi Canal, in the Châtelet-Les-Halles district in Paris, which had ended with a maintenance operation.
These promotional operations are part of the O’Tacos marketing strategy, which has become a heavy weight of fast food in France, with more than 400 stores and a turnover of 376 million euros in 2023. From the beginning, O’Tacos bet on broken prices to get known. “We were making days off at the time of our openings to create notoriety,” said one of the challenge co -founders in 2019.
To create the event, O’Tacos also has the presence of artists or influential. This cocktail, destined to attract (very) young consumers, can sometimes create the conditions for a fiasco. In 2017, regardless of the opening of a restaurant in Valenciennes (north), in the presence of rapper gradur, several people were arrested after the police were victims of outrages and violence.
Therefore, this marketing strategy obviously has limits. “For a brand, it is always an arbitration between the notoriety that one wins and the image we lose,” says Patrice Ducin. In this area, the image of Intemché had been tarnished by its promotions, resorting to the disturbances, in the Nutella in 2018. The distributor had also received a fine of 375,000 euros fine by the repression of fraud, for having violated the rules that prohibited the sale with a loss.
*Contacted by BFM Business, the O’Tacos brand did not respond to our interview application.
Source: BFM TV
