BURGERS Creating a Cult Following in The Groundswell

 How 5 Guys and Bob’s Burgers are 

Dominating,  Energizing, and Supporting the Groundswell 

Energizing and Supporting Groundswell

        I’ve been noticing the effects of groundswell in social media more and more as the semester goes on. Many of the case studies done in the text are extremely relevant to today’s institutions, brands, and products.  In this post I want to talk about the support coming from the groundswell.

        From fast-casual chains to television series, energizing and supporting the groundswell can make the difference between “in-demand” and “done for.” Not only that, but groundswell support can lift a product up and help it become a super success, even if it is backed by a “cult following.”

5 Guys Going Viral

        Chipotle and Five Guys Burgers and Fires both make compelling cases of how support from the groundswell can not only generate a strong customer base, but sustain brand/product loyalty. Both of these “fast-casual” dining restaurants demonstrate the groundswell at work, creating a community and culture that incidentally support a brand as an experience and even a lifestyle.

“Fast Casual” is a dining experience that is growing rapidly in popularity, especially among millennials. In the case of Chipotle and Five Guys, support from the groundswell is one of the main reasons these chains can get away with no advertising campaigns. 
The ability to rely on groundswell support has some "cause and effect":

• Solid brand and consistent product selection [x]
•  The target costumer demographic is millennials [x]
• Customers are fiercely loyal to the brand’s ethos [x]
• The brand is what PEOPLE say it is [x]
• A rapidly changing ad campaign is unnecessary [x]
• Creates economic savings and stability [x]

There has been discussion over Chipotle’s advertising methods (mainly being that they don’t advertise). BUT the biggest take away from Chipotle’s marketing approach is that they use social media and viral videos to their fullest potential.

Whether or not you agree with Chipotle’s message (or how they deliver it), Chipotle get their message to their loyal customers and newfound fans.

'5 Guys' Brings One Word to Mind: “Dayum” 

inc.com

With 5 Guys they do not have TV ad campaigns, but rely strictly on word of mouth. They’ve received the “political bump” on numerous occasions and have a sterling reputation for the quality of their product.

With this, I would like to point out one BIG example of groundswell support for 5 Guys through YouTuber, Daym Drops. His video reviewing 5 Guys went viral and has received over 5 million views. This is comparable to the usual view averaging around 300,000 each. 

There is also a music video version that has over 3 million views. Needless to say, this kind of “advertising” is subtle and alternative, and proves how powerful “word of mouth” combined with groundswell support can be for a brand. After all, “Your brand isn’t what you say it is, but rather what people say it is.” And the overwhelming response by this food critic is undeniably positive.

Bob’s Burgers: A “Household Name” on Social Media

Drawing another comparison to the text case studies, one of the most apparent examples (I can think of) is the FOX animated television series Bob’s Burgers.

Li and Burnoff cite the CBS show Jericho as an instance of the groundswell supporting itself. In the case of Jericho, the show was cancelled, but then brought back to the network for another season to conclude the story to the fan’s satisfaction.

The same almost happened to Bob’s Burgers. The show was threatened to be cancelled, it’s 2ndseason only included 9 episodes. This possible cancellation was not as immanent as Jericho, but it would have been devastating to the show’s fan.

Cultivating a Following From the Ground Up 

Bob’s Burgers has gathered a cult following on all facets of social media, including a website, Facebook, Twitter, Tumblr, Reddit, Pinterest, and Buzzfeed among others. 

         I’m not sure if Bob’s Burgers would be flourishing on network TV if they didn’t have social media outlets and groundswell support. **Though, personally, I think the show it fantastic, and it’s one of my favorite shows, animated or live action.**

        But with social media it allows the groundswell support from the fans over the show’s delightful, quirky, and relatable characters. The fans have created cultures around each of the show’s main characters on various social media platforms.

Many fan blogs are created in honor of one of the show’s characters, Tina Belcher. This support is seen throughout social media on official and fan-based content and sites. In fact, Tina was named “TV’s Best Character” according to a fan poll on Entertainment Weekly. And the vote is confirmed by groundswell on sites and blogs in the social media sphere. Keep in mind this was next to characters with HUGE followings from shows like Sherlock and Game of Thrones.

Comic Con Groundswell 

        Not to mention the groundswell support is made clear in the flesh at Comic Con. Those following also have strong social media present, but Bob’s Burgers is definitely a pinnacle of commanding the groundswell and gaining support over blogs and other social media outlets. The show doesn’t disappoint when the creators and actors show up to live events. The product has cultivated a community with equally devoted sub-communities. 

Take Away? 

Products/brands like 5 Guys and Bob's Burgers have cultivated by catering to the groundswell and letting that support itself. They do what they do well, and following is generated mostly from that.

For fun: Enjoy the Bob's Burgers table read of the Thanksgiving episode, "Turkey in a Can."