AU2006100790A4 - Method of Sales Promotion - Google Patents

Description

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P/00/009A Section 29

AUSTRALIA

Patents Act 1990 INNOVATION PATENT SPECIFICATION Invention Title: Method of Sales Promotion Applicant: Billivas Pty Ltd The invention is described in the following statement: 7019 SMETHOD OF SALES PROMOTION 4 The present invention relates to a method of promoting product sales, with particular application to food products. More specifically, the present 00 invention relates to the fast food and take-away food industry, and may also involve, for example, sporting events and local sports.

C)The sales promotion method of the present invention is especially suited t to fast food items, such as burgers, hotdogs, sandwich rolls and the like, which CDare typically served in fast food restaurants, as well as in fast food outlets 1110 catering at sporting stadiums. It will therefore be convenient to hereinafter CDdescribe the invention in this exemplary context.

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According to one aspect, the present invention provides a method of promoting sales of fast food products, such as burgers, hotdogs, sandwich rolls and the like, which includes the step of: representing the fast food product as a sporting ball by enclosing the food item in a container that is shaped and marked to form a facsimile of the sporting ball.

Burgers from fast food outlets are often provided in box-like containers comprising two parts hinged together in a "clam-shell" configuration. According to the present invention, the container may be of this clam-shell type, but at the same time it is clearly identifiable as a sporting ball. The container itself therefore forms a novelty that is attractive to consumers, particularly children, and may even form a toy or play-thing to be enjoyed during and/or after the meal.

According to another aspect, the present invention provides a method of promoting sales of fast food products, such as burgers, hotdogs, sandwich rolls and the like, which includes the step of: representing the fast food product as a sporting ball by enclosing the food item in a wrapping that is marked to represent the sporting ball.

In one form of the invention, the container and/or wrapping is shaped and/or marked to represent an Australian rules football. In another form of the invention, the container and/or wrapping may be shaped and marked to represent a soccer ball (ie European football). Indeed, all types of sporting ball shapes and styles including rugby balls, American footballs, basketballs, tennis balls, cricket balls, golf balls, bowls balls, squash balls, netball balls, W AOELIL&MWDO ioaw PYwIoIsiUum o Saf PrwraOvo" 2 hockey balls, baseball balls and softball balls are contemplated by the present invention.

1 In one form of the invention, only part of the container and/or wrapping may constitute the facsimile of the sporting ball. For example, the container 00 S 5 may be of the clam-shell type and have an upper part which is representative of the ball and a lower part which is formed as a relatively flat dish or tray. In a C)preferred form of the invention, however, the entire container forms a substantial facsimile of the sporting ball. That is, both the upper and lower parts CDof a clam-shell style container are preferably shaped and/or decorated so that D 10 the entire container forms a substantial facsimile of the sporting ball.

SIn a preferred form of the invention, the method includes the step of: marking and/or decorating the container and/or wrapping to identify a particular team or club of the relevant sport. For example, the container and/or wrapping may be marked or decorated with the colours and/or logos of a particular team or club belonging to a particular competition or league for the sport concerned.

In a preferred form of the invention, the method includes the step of: shaping and/or marking the fast food item which is placed within the container and/or wrapping so that it also represents the sporting ball. Accordingly, where the fast food item includes a bread roll or bun, the bread roll or bun may be shaped and/or marked to also represent the sporting ball. For example, markings in the form of lines may be applied to the bread roll or bun to denote stitching and/or lacing on the ball. Small incisions, perforations or the like may be provided along the markings denoting stitching and/or lacing (or other markings) to allow the fast food product to breathe. In this way, the potential of the fast food item sweating when in the container and/or wrapping is minimised.

Thus the markings may be provided not only to represent, for example, the stitching and/or lacing of a ball, but also camouflage incisions, perforations or the like to allow the food item to breathe.

In a preferred form of the invention, the method includes the step of: providing the fast food product with one or more collectable items to be collected by the consumer. The collectable item(s) may be provided either in or on the container and/or wrapping and may take the form of a card, a figurine, or other trinket. Any such collectable item may belong to a set of items to be collected by a consumer over a period of time.

WDELILAW)OMLI rels, POWU, alrod of Sales Poc.,Otfcn 4cc In a preferred form of the invention, the method includes the step of: offering a prize to be won by consumers purchasing the fast food product. In 4 one form, for example, the prize may be awarded to consumers at random. In V) another form, the prize may be awarded to consumers who collect a full set of 00 5 collectable items provided with each fast food product. The prize itself may naturally include any of a variety of different things. Preferably, however, the C)prize includes a ticket to one or more games of a particular competition or league in the relevant sport. For example, the prize may include tickets to the Sfinals series of a particular competition or league for the sport concerned.

According to another aspect, the present invention provides a fast food Sproduct, such as a burger, hot dog, sandwich roll or the like, wherein the fast food product includes a food item enclosed in a container that is shaped and marked to represent a sporting ball.

In one form of the invention the container is of the clam-shell type, having an upper part which is representative of the sporting ball and a lower part which is formed as a flat tray. More preferably, however, both the upper and lower parts of the clam-shell type container are shaped and marked so that the entire container forms a substantial facsimile of the sporting ball.

In one form of the invention, each of the upper part and lower parts of the container are provided as hollow shells and define a single cavity. Accordingly, the upper and lower parts of the container may together define a single space or cavity. In an alternative form of the invention, however, the lower part, and possibly also the upper part of the container, may be divided into multiple compartments thereby defining more than one cavity, with each cavity adapted to receive and contain a separate food item. Accordingly, the container may be designed to enclose more than one fast food product, and may therefore be designed with a separate compartment or receptacle for each. For example, the container may be designed to hold both a burger and French fries in separate cavities, which may be used to create a meal deal.

According to yet another aspect, the present invention provides a fast food product, such as a burger, hot dog, sandwich roll or the like, wherein the fast food product includes a food item enclosed in a wrapping that is marked to represent a sporting ball.

W KWULA400VU,- PVM1 O. SPIp 4 INC In a preferred form of the invention, the container and/or wrapping Oincludes markings and/or decoration identifying a particular team or club of the relevant sport. For example, the cpntainer and/or wrapping may be marked or decorated with the colours and/or logos of a particular team or club belonging to 00 5 a particular competition or league for the sport concerned. In this way, the method of the invention is also able to promote the particular competition or league for the sport concerned, thereby forming a cross-promotion and generating interest and/or sales for the sporting events and merchandise of that Scompetition or league. Alternatively, the marking and/or decorating may be that O 10 of the fast food company selling the product.

SIn a preferred form of the invention, the fast food item within the container and/or wrapping is shaped and/or marked so that it too represents the sporting ball. Accordingly, where the fast food item includes a bread roll or bun, the bread or bun is shaped and/or marked to also represent the sporting ball.

The markings are preferably in the form of lines applied to the bread roll or bun to denote stitching and/or lacing on the ball.

It is envisaged that the container and/or wrapping could represent match balls for either a day or night series sporting event. Balls used for a day series sporting event may be, for example, red and balls used for a night series may be, for example, yellow. Thus the container and/or wrapping may be, for example, red or yellow.

In a preferred form of the invention, the fast food product includes one or more collectable items to be collected by the consumer. For example, the collectable item(s) may be provided on or in the container and may take the form of a card, a figurine, or other trinket. These collectable items may belong to a set of items to be collected by a consumer over a period of time. Indeed, the container and/or wrapping itself could form the collectable item. For example, the containers and/or wrapping could be printed to represent a separate team or club in a particular competition, with the aim being to collect a container and/or wrapping for each one of the different teams or clubs.

Alternatively, the aim may be to collect details of profiled players belonging to a particular team or club, with details for one of the profiled players being provided with each fast food product, eg on or in the container and/or wrapping.

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In a preferred form of the invention, the container and/or wrapping is Sfabricated from a recyclable material. For example, cardboard and paper are 4currently very popular materials for fast food packaging because of their ready /recyclability, Due to the sophisticated shapes desired for the containers of the present invention, however, manufacture from paper and cardboard would most likely be easiest by moulding with a paper and/or cardboard pulp. For a high C)quality appearing container, plastics material would give a very good result, and a recyclable plastics material such as polyethylene, or PET could be used to C)fabricate the container by moulding, eg blow moulding or injection moulding.

010 For assistance in arriving at a better understanding of the present C)invention, some examples of containers and/or wrappings for a fast food product according to preferred forms of the invention are hereafter described with reference to the accompanying drawings. The preceding description may also be read with reference to those drawings. However, it should be understood that the drawings are not intended to limit the generality of the preceding description.

In the drawings, like reference numerals designate like features and: Fig. 1 is a perspective view of a clam-shell type container for a fast food product prepared according to one form of the invention.

Fig. 2 is a perspective view showing the container of Fig. 1 partially open.

Fig. 3 is a perspective view of a clam-shell type container for a fast food product prepared according to another form of the invention.

Fig. 4 is a perspective view showing the container of Fig. 3 partially open.

Fig. 5 is a perspective view of a clam-shell type container for a fast food product prepared according to a further form of the invention.

Fig. 6 is a perspective view showing the container of Fig. 5 partially open.

Fig. 7 is a perspective view of a clam-shell type container for a fast food product prepared according to yet another form of the invention.

Fig. 8 is a perspective view showing the container of Fig. 7 partially open.

Fig. 9 is a perspective view of a clam-shell type container for a fast food product prepared according to yet another form of the invention.

Fig. 10 is a perspective view showing the container of Fig. 9 partially open.

W:AoELNNMWtUMoU-- PanVmswvn o, SWC$ P.0otC a"0 6 O Fig. 11 is a plan view of a wrapping for a fast food product according to another form of the invention.

SFig. 112 is a perspective view showing the wrapping of Fig. 11 wrapped i about a food product.

00 Fig. 13 is a plan view of a wrapping for a fast food product according to another form of the invention.

(>Figs. 14a and 14b are cross-sectional views of a closure mechanism for a clam-shell type container.

Referring firstly to Figs. 1 and 2 of the drawings, a container for a fast 10 food product according to the present invention is formed from an upper part (2) Sand a lower part The upper and lower parts are hingedly connected to one another so that they can rotate relative to one another at the hinge connection between a closed position (as shown in Fig. 1) and a fully open position. The relative rotation of the upper and lower parts between the closed position and the fully open position is typically at least 90 degrees, and more preferably about 180 degrees angular rotation.

In this instance, the upper part of the container is shaped and marked to represent half of an Australian Rules football. In this regard, the upper part is formed with the shape of the football and has markings in the form of broken lines and solid lines which represent the stitching and lacing of the football, respectively. Although not clearly illustrated small incisions, perforations or the like may be provided along the lines and to allow the food item to breathe. Advantageously the lines and camouflage the incisions/perforations. The markings will typically also include colour applied to the container, which in this case is preferably a bright red colour (or yellow to represent a night competition ball), since that is the usual colour of an Australian Rules football. Clearly, however, the colour may also be the colour(s) of a specific team in a particular competition or league of Australian Rules football, such as the Australian Football League (AFL). The markings may also include the emblems or logos of the teams or clubs in the competition or fast food companies.

The lower part of the container shown in Figs. 1 and 2 of the drawings is formed as a tray or dish upon which the fast food item is placed before the container is closed. The upper and lower parts 3) of the container WIVELPLAHODW- ft IS1hod of Skn P-0-Co R 7 preferably include a catch mechanism by means of which the upper part (2) C maybe releaseably secured to the lower part in the closed position. This 4 catch mechanism (not shown) is preferably provided at a front edge region of the upper and lower parts of the container and may take any of a variety of 00 known forms. For example, a portion of the upper part may overlap with a portion of the lower part when the container is in the closed position, with the Soverlapping portions interacting with one another to releaseably secure the two Sparts together.

With reference to Figs. 3 and 4 of the drawings, an alternative, more preferred example of a container for a fast food product according to the Sinvention is illustrated. Again, the container has the clam-shell configuration of an upper part hingedly connected to a lower part at a rear edge region thereof.

In this example, however, the main difference from the container shown in Figs.

1 and 2 is that the lower part is no longer formed as a tray, but rather also has the shape of a football so that substantially the entire container forms a facsimile of the ball. The lower part is provided with a small flat region so that the container is able to sit stably on a flat surface. In this instance, the container not only forms a novelty, it also forms a plaything that can be enjoyed by the consumer after the meal.

A burger, hotdog, sandwich roll or the like to housed within the container will include a bread roll or bun (not shown) which is desirably also formed with the same ellipsoid shape of the Australian Rules football container.

Furthermore, the bread roll or bun will desirably include markings that represent the football lacing and/or stitching, similar with the markings applied to the container. Those markings may be applied to the bread roll or bun by any of a variety of means, including lines of oil applied to the dough prior to baking, embossing on the baking tray, andlor using a food dye applied to the bread before or after baking.

The upper part of the container is preferably provided as a hollow shell that defines a single cavity. In the example shown, the lower part of the container also defines a single space or cavity. In an alternative form of the invention, however, the lower part, and possibly also the upper part, may be divided into multiple compartments thereby defining more than one cavity, with each cavity adapted to receive and contain a separate food item. Accordingly, VV %DELRAM=L K DO S PMsWiM Od os,, SlP 8 Sthe container may be designed to enclose more than one fast food item, and N' may therefore be designed with a separate compartment or receptacle for each.

a As an example, the container may be designed to hold both a burger and French fries in separate cavities. The container may also be designed to 00 hold a beverage container. When designed to hold more than one food and/or drink item, the container will naturally be formed correspondingly larger.

Figs. 5 and 6 illustrate another container for a fast food product Saccording to the invention. This container is of a similar construction to the one shown in Figs. 1 and 2, except in this case the container is designed to represent a soccer ball (ie. a European football). Again, the broken lines (4) Cindicate or represent stitching on the ball.

Figs. 7 and 8 of the drawings show yet another container for a fast food product according to the invention. This container is again representative of a soccer ball but this time with the lower part also being rounded such that the entire container forms a substantial facsimile of the ball. A small flat spot (not shown) is desirably provided at the base of the lower part so that the container is able to rest stably on a flat surface.

Figs. 9 and 10 show yet another container for a fast food product according to the invention. This container is also representative of a soccer ball. The lower part is less rounded than that of the embodiment illustrated in Figs. 7 and 8, but more rounded than that of the embodiment illustrated in Figs. 5 and 6.

Referring to Figs. 11 and 12 of the drawings, a wrapping (10) for a fast food product according to the invention is illustrated. The wrapping includes the image (11) of an Australian Rules football. The image (11) may be printed on the wrapping (10) or may be a sticker applied to the wrapping The image (11) includes markings in the form of broken lines (12) and solid lines which represent the stitching and lacing of the football, respectively.

The football would typically be red in colour. However, it is to be appreciated that the football may be any other colour. Also, the image of the football may be replaced with an image of an other sporting ball. The wrapping portion (14) surrounding the football may be blank, or it may include any one or more of another image and text in a 2-dimensional form. The portion (14) may include, for example, stripes in the colours of an Australian Rules football team.

WVELILAWOO on PM&M&W~r, ol SOO. PWm n6oK 9 I i It is to be appreciated that a food product, such as a burger, hotdog or Cl sandwich roll would be wrapped in the wrapping (10) in a manner such that the Simage (11) covers the visible portion of the food product. The wrapping and image (11) may be of any practical sizes, thus making them suitable for use oO in wrapping food products of a variety of sizes and shapes.

Referring to Fig. 13 of the drawing a wrapping (20) for a fast food product according to the invention is illustrated. The wrapping (20) includes an image Sprovided in two image portions (21a) and (21b), thereby accommodating a different folding pattern compared to the wrapping (10) of Figs. 8 and 9. A margin (24) is provided to allow for overlap of the wrapping (20) when wrapped C about a food product.

It is to be appreciated that the image portions (21a) and (21b) would combine when the wrapping (20) is wrapped around a food product to produce an image of an Australian Rules football.

Some food outlets may prefer to use the wrapping (10) of Figs. 11 and 12, while other food outlets may prefer to use the wrapping (20) of Fig. 13. Still other food outlets may prefer to use the wrapping (10) for wrapping some of their food products, and the wrapping (20) for wrapping other food products.

The wrapping (20) may be grease proof paper for assisting in the removal of the food item from the wrapping.

Figs. 14a and 14b illustrate a closure mechanism for a clam-shell type container of the types illustrated in Figs. 1 to 10. The upper part includes a male member (25) along a front lip portion which is receivable in a female member (27) provided along a front lip portion (28) of the lower part The width of the male member (25) and the female member (27) may be selected as desired. When closed this arrangement provides an aesthetically pleasing container with the front lip portions (26) and (28) providing a substantially smooth transition between the parts and The closure mechanism may also adopt any other suitable form.

Finally, it will be appreciated that various alterations and/or additions may be introduced into the particular construction and arrangement of containers specifically described without departing from the spirit or ambit of the present invention.

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Claims (4)

1. A method of promoting sales of fast food products, such as burgers, r l hotdogs, sandwich rolls and the like, including the step of: representing the fast 00 food product as a sporting ball by enclosing the food item in at least one of a container and a wrapping that is shaped and marked to represent the sporting ball.

2. A method according to claim 1, including the step of: shaping and/or 'I marking the fast food item which is placed within the container and/or wrapping 1 so that it also represents the sporting ball.

3. A fast food product, such as a burger, hot dog, sandwich roll and the like, wherein the fast food product includes a food item enclosed in at least one of a container and a wrapping that is shaped and marked to represent a sporting ball.

4. A fast food product according to claim 3, including a container, the container having an upper portion and a lower portion, with the upper and lower portions hingedly connected to each other so that the upper portion may be pivoted about the hinged connection relative to lower portion between a container open position and a container closed position. A fast food product according to claim 3 or 4, wherein the container and/or wrapping is shaped and marked to represent one of an Australian rules football, a soccer ball, a rugby ball, an American football, a basketball, a tennis ball, a cricket ball, a golf ball, a bowls ball, a squash ball, a netball ball, and a hockey ball. t P. ii