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Started 6 months ago by News
Latest reply from Mister Shifter

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News
Columbus Underground
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New Fast Food Products Get Tested First In Columbus, Ohio
Karlee Weinmann and Aimee Groth
Nov. 2, 2011, 3:02 PM

Fast food companies love Columbus, Ohio. It's the perfect place to test products like the McDonald's McRib, and try out prototype Wendy's and Panera Bread restaurants.

For decades, its demographics have mirrored national numbers, though since it's the third-fastest growing metropolitan area in the Midwest, it's now more diversified than the nation overall. Even so, Columbus has held onto the "ideal test market" title for decades, and many businesses still choose to test there.

READ MORE: http://www.businessinsider.com/how-columbus-ohio-became-the-test-market-capital-of-the-us-2011-11

Posted 6 months ago #
leftovers

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I am getting both the 'fast food loves Columbus' and the 'Columbus loves fast food' vibe.

Posted 6 months ago #
Walker
The KLD / Downtown
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Heh. A lot of the reasons they list out in the article sound good... people here have money, jobs, are young and openminded, etc...

...but then there's also a slide about how we have bland generic tastes. ;) Doh!

Posted 6 months ago #
maveric1
5xNW
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Walker said:
Heh. A lot of the reasons they list out in the article sound good... people here have money, jobs, are young and openminded, etc...

...but then there's also a slide about how we have bland generic tastes. ;) Doh!

+1 All the slides were very complimentary of Columbus, until that slide. Doh! indeed.

Posted 6 months ago #
Analogue Kid
5th by West-Northwest
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Walker said:
...but then there's also a slide about how we have bland generic tastes. ;) Doh!

I didn't quite read it that way, and even so it's not necessarily a bad thing. To cross over from another thread, Aaron Renn has consistently said that cities need to stake out an identity that's based on some genuine characteristic of the city. We can't pretend we're all sophisticated New Yorkers in a smaller environment. If we like meat and potatoes, then let's be proud of that.

Anyway, the fact that we are a test market doesn't diminish the fact that we have so many excellent full service restaurants here.

Posted 6 months ago #
Twixlen
Westgate, Columbus
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I've participated in some of the Wendy's market research tests. It's an interesting process.

Posted 6 months ago #
Snarf
Dystopia
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Mmm, delicious heart stopping tests..

Posted 6 months ago #
JonMyers
HCMC ✈
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This is something to celebrate?

29% of Columbus residents are obese and fast food companies are experimenting here on "foods" to make people even fatter. Awesome.

Posted 6 months ago #
Andrew Hall
Dennison Place (The Circles)
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JonMyers said:
29% of Columbus residents are obese and fast food companies are experimenting here on "foods" to make people even fatter. Awesome.

Seriously. 29% is totally a failing grade. We can get up to a 'gentleman's C.' I have faith in us.

A.

Posted 6 months ago #
JonMyers
HCMC ✈
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Andrew Hall said:
Seriously. 29% is totally a failing grade. We can get up to a 'gentleman's C.' I have faith in us.

A.

For a second I thought you were talking about that man bra on Seinfeld.

Posted 6 months ago #
Andrew Hall
Dennison Place (The Circles)
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JonMyers said:
For a second I thought you were talking about that man bra on Seinfeld.

Ha. Did not think of that. It works on both levels, right?

A.

Posted 6 months ago #
Twixlen
Westgate, Columbus
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JonMyers said:
This is something to celebrate?

29% of Columbus residents are obese and fast food companies are experimenting here on "foods" to make people even fatter. Awesome.

A) These are jobs, dude. Why wouldn't we want them here? There are a fair number of people employed here in market research - good paying jobs - in this town... it's a no brainer that it's a good thing.

To add to that - if you can be one of the guinea pigs, they pay well. So, in terms of picking up a little extra cash for a couple hours of personal time, it's a win as well.

B) Did it occur to you that perhaps some of the things they're testing are to improve their "lighter" options?

Fast food isn't evil, in and of itself (without getting into a Bittman-esque rant about the food industry in general, which isn't the point of the thread). Dependence on it as a main food source, or getting the X-tra Supah Huge-ified version of whatever is being ordered every time, is.

Posted 6 months ago #
Walker
The KLD / Downtown
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JonMyers said:
This is something to celebrate?

Is this something to get upset about? ;)

Posted 6 months ago #
JonMyers
HCMC ✈
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Twixlen said:
A) These are jobs, dude. Why wouldn't we want them here? There are a fair number of people employed here in market research - good paying jobs - in this town... it's a no brainer that it's a good thing.

To add to that - if you can be one of the guinea pigs, they pay well. So, in terms of picking up a little extra cash for a couple hours of personal time, it's a win as well.

B) Did it occur to you that perhaps some of the things they're testing are to improve their "lighter" options?

Fast food isn't evil, in and of itself (without getting into a Bittman-esque rant about the food industry in general, which isn't the point of the thread). Dependence on it as a main food source, or getting the X-tra Supah Huge-ified version of whatever is being ordered every time, is.

The whole thing is unfortunate. I don't see the "foods" mentioned in the article as being healthy or remotely responsible. Yes, I'm aware that fast food joints pimp out their "lite" options, which you, I and everyone under the moon know is a joke.

The proof is in the population. I seriously can't wrap my head around the idea that Columbusians eating more fast food than average given the obesity rate here is a positive thing.

It's hard to believe there is a future in fast food.

Posted 6 months ago #
JonMyers
HCMC ✈
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Walker said:
Is this something to get upset about? ;)

Yes. It's negative and reaffirms a set of stereotypes about Columbus.

Posted 6 months ago #
Walker
The KLD / Downtown
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JonMyers said:
Yes. It's negative and reaffirms a set of stereotypes about Columbus.

Stereotypes about Columbus (from the article) include:

• It's a microcosm of the nation
• It's a college town — tons of young customers who are setting trends
• As a whole, Columbus is "younger, more educated and with a higher disposable income"
• Advertising is affordable, which is vital for test-runs
• The media market is more contained — easier to measure the success of advertising campaigns
• Major interstates pass through Columbus — broadens the city's consumer base
• Nearly 20 fast food chains are headquartered in Columbus
• People in Columbus have jobs — and more money to spend
• Locals' tastes aren't too refined

Outside of that last one... I don't see a whole lot to be upset about.

Posted 6 months ago #
JonMyers
HCMC ✈
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Walker said:
Stereotypes about Columbus (from the article) include:

• It's a microcosm of the nation
• It's a college town — tons of young customers who are setting trends
• As a whole, Columbus is "younger, more educated and with a higher disposable income"
• Advertising is affordable, which is vital for test-runs
• The media market is more contained — easier to measure the success of advertising campaigns
• Major interstates pass through Columbus — broadens the city's consumer base
• Nearly 20 fast food chains are headquartered in Columbus
• People in Columbus have jobs — and more money to spend
• Locals' tastes aren't too refined

Outside of that last one... I don't see a whole lot to be upset about.

lol - I'm not upset. I seriously can't wrap my mind around this one given the rate of obesity here.

Let's follow the rest of the nation and just pig out on fast food.

Why would we want to be leaders in anything?

Posted 6 months ago #
Mister Shifter
Lewis Center
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Will someone just PM me when they start test marketing ketchup fountains in local McDonalds? Thanks.

Posted 6 months ago #
Walker
The KLD / Downtown
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JonMyers said:
lol - I'm not upset. I seriously can't wrap my mind around this one given the rate of obesity here.

Wrap your mind around what? That this is a news article?

You were the first person to use the word "celebrate" as if we're having a McRib party today. ;)

JonMyers said:
Why would we want to be leaders in anything?

You mean like being leaders in the market research industry?

Posted 6 months ago #
JonMyers
HCMC ✈
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Walker said:
Wrap your mind around what? That this is a news article?

You were the first person to use the word "celebrate" as if we're having a McRib party today. ;)

You mean like being leaders in the market research industry?

You trying to sell ads to fast food joints? :)

I used the word celebrate because my impression is that Columbus' higher than average rate of fast food consumption and the city being a test bed for fast food is being touted as a positive thing. And... Again for the third time, I fail to see it being a positive thing given the city's above average obesity ranking.

I'm not talking about all of market research as a whole. I'm talking specifically about fast food market research.

Posted 6 months ago #