Storytelling in marketing and the successful example of Patties Burger
Posted: Sun Jan 05, 2025 6:35 am
If you like fast food and especially burgers, you must have at least heard of Patties Burger. Initially just a small restaurant, the chain has now expanded to other parts of the state and offers a type of burger that is far from the more elaborate and “exotic” recipes of many burger joints.
Part of this success is due to the storytelling work done very well by its creators and it is precisely its practical application that we will talk about today.
Understanding the concept of storytelling
First of all, it is worth briefly summarizing what storytelling is. Its meaning is, quite simply, “ telling a story ” and in literature it has the following concepts: beginning, middle and end, with a climax and remarkable characters. It can be said that this is the basic recipe for any successful plot.
In marketing, it can be said that it is a way of communicating with the public using the company's history, the product, the customer's needs and expectations. However, it is not only by telling this story that you will attract or even captivate the customer, it must be interesting to the customer and generate an identification for them.
To do this, you must observe some points before starting to define your storytelling:
When telling your story, include both the use of your product and the purpose of the brand;
Create a narrative that shows pakistan phone number list how your product or service is a solution or reference within your segment;
Give your brand personality. In other words, create in your customers’ imagination the concept of something unique or even special;
Preferably, look for references within pop culture to work with your product.
These are just some of the foundations for creating good storytelling. Many people tend to use the “hero’s journey” from literature as a reference, but simply following it literally does not necessarily mean that the result will be a success, especially because you need to know the target audience you are working with.
Patties Burger and concept applied in practice
Unlike many storytellings we see in the media, theirs literally started from scratch. The chosen communication channel spoke well both to the public (who like to post what they are eating on social media) and to arouse the most diverse sensations through the images posted.
Between October 2018 and April 1, 2019, they used several elements of good storytelling, such as:
Setting
From the beginning of the narrative, the author's worldview was very clear, as he sought to bring (or rescue) the concept of classic fast food. This was true both in relation to the uniforms and the location, designed precisely so that the public would not stay inside.
So much so that the first one was made in front of a square and the creator himself made clear his intention to value simplicity and a different type of customer interaction.
Understand the target audience's worldview
The proposal for something simple, from the conception of the menu (which today is much more robust, but which initially only had three snacks) of the aforementioned place, mainly involved the format of the snack, called “ultra smash”.
The concept of a snack focused on simplicity and the “perfect marriage” between ingredients is highlighted, in order to deliver a differentiated experience. All of this seeks to communicate with the target audience’s worldview, as well as their desires and goals.
When we think of a world full of attempts to offer sophisticated experiences (especially with the trend of gourmet food), when someone goes against this, it at least attracts the public's attention. And besides, we cannot underestimate the fact that even betting on simplicity, it stands out as something equally special and different, with the right to secret and artisanal recipes.
Develop the conflict and convey the message in a striking way
The conflict here can be presented in several ways, but it needs to be clear in terms of problems or even a need and that at the end of it you have a well-defined solution for it.
Part of this success is due to the storytelling work done very well by its creators and it is precisely its practical application that we will talk about today.
Understanding the concept of storytelling
First of all, it is worth briefly summarizing what storytelling is. Its meaning is, quite simply, “ telling a story ” and in literature it has the following concepts: beginning, middle and end, with a climax and remarkable characters. It can be said that this is the basic recipe for any successful plot.
In marketing, it can be said that it is a way of communicating with the public using the company's history, the product, the customer's needs and expectations. However, it is not only by telling this story that you will attract or even captivate the customer, it must be interesting to the customer and generate an identification for them.
To do this, you must observe some points before starting to define your storytelling:
When telling your story, include both the use of your product and the purpose of the brand;
Create a narrative that shows pakistan phone number list how your product or service is a solution or reference within your segment;
Give your brand personality. In other words, create in your customers’ imagination the concept of something unique or even special;
Preferably, look for references within pop culture to work with your product.
These are just some of the foundations for creating good storytelling. Many people tend to use the “hero’s journey” from literature as a reference, but simply following it literally does not necessarily mean that the result will be a success, especially because you need to know the target audience you are working with.
Patties Burger and concept applied in practice
Unlike many storytellings we see in the media, theirs literally started from scratch. The chosen communication channel spoke well both to the public (who like to post what they are eating on social media) and to arouse the most diverse sensations through the images posted.
Between October 2018 and April 1, 2019, they used several elements of good storytelling, such as:
Setting
From the beginning of the narrative, the author's worldview was very clear, as he sought to bring (or rescue) the concept of classic fast food. This was true both in relation to the uniforms and the location, designed precisely so that the public would not stay inside.
So much so that the first one was made in front of a square and the creator himself made clear his intention to value simplicity and a different type of customer interaction.
Understand the target audience's worldview
The proposal for something simple, from the conception of the menu (which today is much more robust, but which initially only had three snacks) of the aforementioned place, mainly involved the format of the snack, called “ultra smash”.
The concept of a snack focused on simplicity and the “perfect marriage” between ingredients is highlighted, in order to deliver a differentiated experience. All of this seeks to communicate with the target audience’s worldview, as well as their desires and goals.
When we think of a world full of attempts to offer sophisticated experiences (especially with the trend of gourmet food), when someone goes against this, it at least attracts the public's attention. And besides, we cannot underestimate the fact that even betting on simplicity, it stands out as something equally special and different, with the right to secret and artisanal recipes.
Develop the conflict and convey the message in a striking way
The conflict here can be presented in several ways, but it needs to be clear in terms of problems or even a need and that at the end of it you have a well-defined solution for it.