For the restaurant sector, these moments of confinement and isolation have not been easy. Brands like Sanborn’s have seen their stores closed for at least two months, which has resulted in significant losses.
A recent study signed by Fintonic revealed that, from the first case of coronavirus in Mexico, consumers reduced their spending on restaurants by 30.03 percent.
In this same sense, according to estimates provided by the National Chamber of the Restaurant and Spiced Food Industry (Canirac), the outbreak of coronavirus in the country has resulted in a 90 percent drop in sales and the closure of 30 percent of restaurants.
It is important to mention that before the isolation counterclaims, this sector represented 15.3 percent of the tourist GDP in Mexico as well as 1.3 percent of the national GDP, according to estimates by the Secretary of Tourism.
The Sanborn’s parody
With closed shopping malls and a return to activities that could last until August, players in the restaurant sector will have to find a way to stay in the consumer’s mind, which for some brands like Sanborn’s seems not to be a problem thanks to the good positioning that It has historically managed to build among clients.
When it least does, a recent parody shows that this Saturday placed the brand within the trends on Twitter for the Mexican market.
The user identified as Paco De Miguel (@PacoDeMiguelF) published a video on his social networks in which, imitating the characteristic uniform of the Sanborn’s staff, he pretends to attend a table in the renowned restaurant.
Sanborns friendly waitress: pic.twitter.com/Us5325ovJE
– Paco De Miguel (@PacoDeMiguelF) May 23, 2020
The video generated all kinds of comments, where hundreds of users recalled the characteristic customer service that is usually received in these establishments, as well as some of the most representative dishes of the firm.
Thanks to this, the “Sanborn’s” tag was ranked among the top ten most popular topics on the social network with a total of 3,270 related tweets, according to data at the end of this note delivered by Twitter.
Sanborns equals Swiss enchiladas, period and it’s over, the rest of the menu may disappear. 🤪 pic.twitter.com/8leE67MiJ0
– Angelica (@iraisraybet) May 23, 2020
I have the soul of an old man and if I like to go to the Sanborns they have good breakfasts. pic.twitter.com/JH3tsO2ES4
– JonyDice (@ mefisto82) May 23, 2020
I’m a fan of going to Sanborns for breakfast the Swiss enchiladas and the muffins are delis. 😋 pic.twitter.com/t6KmDeVV5a
– ѕαηтιℓℓαηι (@ 100pretu_) May 23, 2020
User generated content
Although, so far, the brand has not reacted to this peculiar video, the truth is that the user’s detail has been translated into advertising for the brand, which puts on the table the value that the content generated by the user has for any commercial firm.
Ipsos MediaCT recently revealed in a study that consumers in particular, ages 18 to 36, trust UGC (User-generated content) 50 percent more than traditional media. The study also found that UGC has 20 percent more influence on purchasing decisions and 35 percent more recall than other types of media.
In fact, Audiense points out that when performing an online search on some of the top 20 brands in the world, 25 percent of the results obtained are links to content generated by the audiences themselves, while on platforms such as YouTube the videos that They fall into the UGC content category and are viewed 10 times more than the official content of any commercial firm.
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