Mashups keeping fast-food game 'fresh'

  • 03/08/2015

From KFC's Double Down to Pizza Hut's new cheeseburger crust pizza, it's no secret these food mash-ups are getting crazy.

So are they simply publicity stunts or are they actually what customers actually want?

Auckland University's senior marketing lecturer Mike Lee this morning joined Paul Henry to discuss what's the deal behind these promotions.

"Often the consumer doesn't know what he wants, especially when it is something this crazy," says Mr Lee. "Some companies have opened up the production of crazy mash-ups to the consumer base to see what crazy [response] they get." 

He adds that it often comes down to "companies wanting to innovate".

"The fast food industry is very crowded and saturated, so they have to constantly keep things fresh.

Watch the video for the full interview with Mike Lee.