I did a genuine double take when I read this article last week. Tyson Foods announced it would begin introducing chicken as a morning alternative in the hopes it would become a staple right alongside bacon and sausage. Yeah, sure. “Ah, miss? Hold the eggs over easy with bacon. I’m in the mood for a juicy chicken instead.”
The move comes in spite of the fact that, according to the NPD Group, only four percent of Americans currently eat chicken for breakfast during an average two-week period. The vast majority of consumers, like me, prefer chicken at lunch (55 percent) or dinner (82 percent), respectively.
Nonetheless, Tyson’s is bullish about its seemingly nonsensical move. A spokesperson said, “Consumers are looking for more breakfast options.” Well, perhaps. But, chicken at sunrise? Why not meat loaf instead?
I must admit Tyson’s two new offerings do sound scrumptious: chicken sausage links with bits of apple and maple flavored chicken patties. Mouth-watering, no? I think I’d select a Pinot Grigio to accompany the links and a Sancerre to add a little zest to the patties.
I realize that desperate times call for desperate measures, but this smacks of Tyson’s doing what Tyson’s thinks is right (as opposed to listening to what the customer has clearly indicated they prefer).
Business books are chock full of examples of companies that preferred giving the customer what the marketer wanted as opposed to what the audience desired and paid the price (Think: J.C. Penney’s, Blockbuster and Wet Seal, to name just a few).
I may be proven wrong, but if I were at the helm of Tyson I wouldn’t try to sell a product or push a time slot that consumers have already made clear won’t work. Talk about swimming against the tide.
I’m probably the only vegetarian weighing in here, but I agree that you’re off the mark on this one, Repman. It will take good public relations work, though. I hope you remember that bacon wasn’t a staple of American breakfasts until Edward Bernays worked his magic.
http://www.americantable.org/2012/07/how-bacon-and-eggs-became-the-american-breakfast/
http://www.cracked.com/article_19833_the-7-sneakiest-ways-corporations-manipulated-human-behavior.html
Yes, it’s a selfish move on Tyson’s part that has no consumer benefit, but when has that ever stopped anyone from succeeding?
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I’m probably the only vegetarian weighing in here, but I agree that you’re off the mark on this one, Repman. It will take good public relations work, though. I hope you remember that bacon wasn’t a staple of American breakfasts until Edward Bernays worked his magic.
http://www.americantable.org/2012/07/how-bacon-and-eggs-became-the-american-breakfast/
http://www.cracked.com/article_19833_the-7-sneakiest-ways-corporations-manipulated-human-behavior.html
Yes, it’s a selfish move on Tyson’s part that has no consumer benefit, but when has that ever stopped anyone from succeeding?
Joan: So it seems like your a four percenter. How does that feel? 🙂
Pretty used to being in a minority, Steve. Different drummer and all that.
You may be right, Michael, but it will take a ton on money to create awareness and consideration, much less purchase.
All valid points, Dandy. But, the most important point of all is the consumer. And when some 300 million plus Americans AREN’T eating chicken for breakfast, I sure wouldn’t pour millions of dollars in a marketing campaign to try and change their minds. All the money in the world isn’t going to make me suddenly start ordering a grilled chicken sandwich with my OJ and coffee.
Applegate Farms has been marketing chicken sausages for breakfast for years. These are delicious! http://www.applegate.com/products/breakfast-sausage/category
I think a market can be grown with chicken as a healthy alternative to bacon and ham and pork sausages. Chicekn (and turkey) sausages and “bacon” are already being consumed, and how about some shredded cooked chicken in that omelet instead of ham? You’re right if the message is a grilled chicken sandwich or BBQ wings for breakfast, but I assume that’s not what they have in mind.
two proofreadings are not enough, especially if one is done after posting. sorry for the typo.
Da-ding-ding-dong Rep- you got this way wrong. I am hard pressed to think of anything that does not fly for breakfast anymore. Steak and eggs are classic. as is cold left over pizza. New Englanders swear by cherry pie and ever heard of chicken and waffles? How about lox, i.e smoked fish. How about the Brits and their roasted tomatoes and blood sausage? Chicken sausage is delicious and I’ve had spectacular eggs benedict with chicken. There’s a difference between chicken a la king and fried chicken on a biscuit. But if stewed chicken suits your fancy, go for it. Cereal manufactures have been marketing breakfast cereals as a day-long snack- why should chicken just be relegated to two meals? Wake up and smell the chicken bacon sizzling!