A couple days ago, a friend sent us an e-mail. Here's the original text:

People,
 
I just need to take a moment here to tell you to have some Cheetos. I’m not kidding. I just had a bag, and it was glorious. I seem to have forgotten just how good they are - I generally avoid them because of the post-snacking finger gunk, but now I’m thinking it’s totally worth it. Seriously, I think they might be laced with antidepressants or something, because eating them was blissful.
 
Do yourself a favor. Get a bag.
 
Yours in positive snacking,
DCP

You can read the full post here.

We asked DCP to follow up with his friends and find out their responses and behavior after getting pinged by a friend about a snack brand. The idea was to see how the power of suggestion, when delivered by a friend, could be a powerful influencer.

Here's what they said:

Friend 1: I've gotten Cheetos three times now.
 
Friend 2: I have a bag and yes, they are pretty darn good!

Friend 3: High fructose corn syrup friend...enjoy that coursing through your veins.....but I'm not condemning you...it makes me want some...Munchos did that for me a few weeks ago.

Friend 4: I LOVE CHEETOS. It's the ingredients that keep me away - but the occasional cheeto spree is a necessity! (This is actually the same person ate Cheetos three times after getting the initial e-mail.)

Friend 5: You should go get yourself a bag of the Jalapeno Cheddar. CRACK IN A BAG. Wait a minute... doesn't crack come in a bag anyways? Eh whatever, what do I know, just go get some! Cheetos that is.

Friend 6: I’m on board, DCP. I had a similar experience a couple years ago. Cheetos are the first thing I choose in the chip aisle and the only thing I choose to go with a sub sandwich.

Friend 7: I would have to say the crunchy are the best. I don't think the crispy are very good.

Friend 8: Did you get the puffy or crunchy kind?  I myself am fond of the crunchy kind, though every day in highschool I ate the puffy kind.

Friend 9: Cheetos are good to eat. I also love Cool Ranch Doritos.

These comments represent really strong responses from nearly 20 percent of the recipient list. Not bad considering the cost (naught but time). Especially since these friends are reinforcing each other's love for the brand each time they hit send.

Find out more about how to harness the power of the words of a friend by sending a shout-out of your own to thespoonful@shscom.com. We'll put you in touch with our friends who know how to get your targets' friends talking about your brand.

BTW, the Spoon's response:

Fingers are for licking off. Pass the salty orange goodness!

And, yes, a couple people compared the product to drugs because they think they're so good. We don't condone illegal drug use and may have chosen better words ourselves, but please take it as a compliment. Thanks.

And then there's the McRib. But, seriously, folks. It's all a part of a collective gastronomic heritage that is uniquely American.

That brings to mind a story. There was a little girl. We'll call her Lakshmi. She came to the US from a magical island that was once called Ceylon, famous for its pearls. Her father told her that it was important to try American foods, so he prepared french toast, following instructions carefully until it came time for the toppings. Lakshmi and her family substituted ketchup and chilies, preferring a savory finish for the mildly sweet toast to the overwhelming sweetness of syrup, powdered sugar or fruit sauce.

The moral of the story? Take note of the buying power of the Sri Lankan-American audience? Not really. Add chilies and ketchup to the dipping choices for your french toast sticks? Now that's getting closer.

There are probably as many flavor combinations and possibilities as there are people on the planet. The tastes of the American consumer are becoming more varied, more adventurous, more sophisticated, more discerning and more individualistic all the time.

This is happening for three reasons: First, people are coming here from other countries. Second, Americans are increasingly interested in other cultures. Third, many of us just simply like a little variety and "spice" in our lives, and food is a good vehicle for it.

The wonderfully elegant thing about this tendency is that you can address consumers across many demographic boundaries (income, race, age) with many of the same flavor profiles.

Finding a place for tamarind on your menu or in your product, for instance, might satisfy the palates of Latin Americans and people of Indian descent, while firing up the waiting taste buds of consumers who may never have been exposed to the flavor.

This is a great instance of your creativity converging with consumer tastes. Go have fun and take advantage of it.

McDonald's stock has nearly doubled in price since this same week in 2005, going from $30.99 a share to $60.16 as of Wednesday's close.

Interestingly, unleaded gasoline prices have done the same, going from $2.32 a gallon this week in 2005 to a record US average price of $4.11 yesterday, according to AAA. Pretty strong correlation. Not causation, but consider some additional evidence.

Over that same period, Brinker International (owner of Chili's) stock has fallen from $27 to $18. DineEquity, the parent company of IHOP that acquired Applebee's last year has fallen even more precipitously.

The Street tends to price value appropriately. There are exceptions, but these performances seem to line up with fundamentals.

That is, fast and cheap is better when most-not all, but most-people are on tight budgets and tight schedules that are tightening daily due to inflation and our culture of busy-ness.

The plight of Chili's, et al, is a reminder that food marketers must react quickly to unanticipated changes.

We can all learn from watching these two markedly different parts of the foodservice sector. It's a good lesson in finding opportunity within challenges. We can't just throw up our hands and say, "Well, it's just tough. Our business model isn't built for this kind of market." We have to find ways to compete.

We can do it. Let's talk about it.

People,
 
I just need to take a moment here to tell you to have some Cheetos. I'm not kidding. I just had a bag, and it was glorious. I seem to have forgotten just how good they are - I generally avoid them because of the post-snacking finger gunk, but now I'm thinking it's totally worth it. Seriously, I think they might be laced with antidepressants or something, because eating them was blissful.
 
Do yourself a favor. Get a bag.
 
Yours in positive snacking,
DCP

We'll let you know real-time how people in this person's network responded to this actual word-of-mouth endorsement of a snack product.

Use the comment link below! We want to know.

Hey look, i'm not embarrassed to admit that i could not afford stylist cut. To get a service close to that, i chose to visit the school, where i pay a lot lesser, spent a lot more time, and still walk out after receiving a decent hairdressing. Washed, cutted, rinsed, blowed and waxed.

I no longer visit EC House or QB Shell / House anymore. Reasons being, i do receive more attention and a much better haircut at Kimage School. At the expense of time of course. Acknowledging that different individual or agent has different preference and hence utility curve, my marginal rate of substitution for cost, time and service placed me at a position where i STRICTLY prefer Kimage School.

You can also read the comments under EC House vs QB House for details on why i decided to patronize Kimage School nowadays.

Marketers are really driven to persuade and help determine your preference.  Hey, someone has to help you with making decisions about all of your options out there – why not let it be us?!  As marketers we need to be targeting consumers now and for the long haul, meaning parents of future consumers.

I was dining at Friendly’s with my two young sons recently and overheard a conversation at a nearby table that got me thinking and reminiscing.  The child (about 11 years old) asked the waiter for a Pepsi.  The dad said, and I quote, “We drink Coke, ask for a Coke.”  The kid asked for the Coke (which Friendly’s serves) and went on about his business.  On the spot I was reminded that I had a huge impact on my children’s preferences as consumers.

When I was in college, my sadistics… err, I mean statistics… project was on Coke vs. Pepsi.  I set out to prove that one political party preferred one brand or the other.  Shockingly, I was right.  Which, now, has made me think about politics and how we are influenced by our parents political views as well.

Looking back at how my parent’s have influenced my buying patterns and how I shop now, I realized that they have had a GREAT impact and it is even transcending another generation.  I grew up never having a sandwich with mayonnaise.  We had Miracle Whip – after all, who could not use a tangy zip?  When my sister decided that she preferred Hellman’s there was cause for outcry in our household.  My mother immediately blamed the parents of my sister’s then best friend, Sharron.  Nevertheless, my mom purchased a tiny bottle of Hellman’s for my sister, while the rest of us continued on with Miracle Whip.  Though this is just one example, I could name hundreds (keep in mind that my parents are major foodies – and this plays into our buying habits as a family on the whole – I think we all spend more on fine-dining than the norm).

Ok – here is where I ask for your participation!  Leave a comment or send me an e-mail (Nicole (at) peoplemakinggood (dot) com) and let me know your preference: Coke or Pepsi products and how you tend to vote, democrat or republican.  We’ll post the results here and on our FaceBook page soon.  And for you over achievers – how have your parent’s persuaded your preferences?

Still lovin’ that tangy zip,

Nicole

• The most popular idea on My Starbucks Idea -- by a 9,000-vote margin, with about 60,000 votes -- is for Starbucks to promote "conversation" at its coffeehouses. 
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