Working in the field of digital marketing, I know it can sometimes be so frustrating to think of the next big strategy to help pull in sales for your brand.
The landscape is ever-changing, with constant updates from the platforms, shifts in user media preferences, and whatever forms of new alternatives that just keep sprouting up.
So when I learned about Tropical Hut Hamburger going viral because of a post and gaining more sales than ever, I was intrigued. I know this kind of news is not as controversial as the Amber Heard-Johnny Depp trial, its verdict and its aftermath, but it’s quite interesting in its own way.
Personally, I think it’s about time that consumers stepped up to support brands like this.
Tropical Hut Hamburger came from an era when you would look forward to every visit to the place. This was when fast-food restaurants were not as prolific as it is now, so it was always a special time when you have your meals there, usually with family on a weekend. Its heyday was also a time when there was more focus on the food you’re eating and the company you’re sharing —as cellphones didn’t have a place then at the dining table.
So if anything, having old food chains like these are reminders of the values of the old times.
As for me, my experience is not as far back. I remember there was a branch (actually, it’s still there) near my place of work before. And I’ve always loved going there. The fast-food place just seemed so unpretentious, it served a wide variety of food choices displayed on menu boards that didn’t have flashy colours or overly salesy titles. And all of their products seemed to be available at any time. I say this because some restaurants with an extensive menu sometimes don’t have all dishes available. But this branch did.
I remember always choosing this restaurant because it’s generally more peaceful there (some say it’s because of their older, ie senior citizen clientele). Nonetheless, they also serve good food (sandwiches are what I usually get) which caters to the Filipino palate at an affordable price.
So I’m glad social media shined the spotlight on this brand. whether it’s out of pure nostalgia or someone thought of this marketing campaign.
If this has been done out of strategy, my utmost respect to the one who thought of this.
If it really has been purely random, I only wish the brand will capitalise on their renewed popularity and find ways to make this work for them for longer. And for other similar brands to find support through this incident too, maybe exercise some moment marketing tactics to gain more sales for themselves.
Because at a time when we all know that social media algorithms reward negative emotions the most (because they are such a driving force for engagement) and brands can choose poorly regarding their endorsers, it’s heartwarming to know that nostalgia can be as powerful.
It showed us it’s potent enough to drive not just discussion on an online platform, but action that translates to massive sales for a struggling business.