If you've been to a casual-dining restaurant recently, you've probably seen cobranding on the menu. For example, Doritos Locos Taco is an exclusive Doritos-branded offering at Taco Bell and Strawberry Pop-Tart Ice Cream Sandwich is a dessert available only at Carl's Jr. (see photo).
Ad Age has a brief list of other cobranding deals that include a well-known grocery brand with a well-known casual-dining brand.
And now, Pepsi has a deal with Buffalo Wild Wings to supply its soft drinks (in place of Coke-branded beverages) and talk about cobranded menu items featuring Frito-Lay snacks.
Thanks to cobranding, the Doritos Locos Taco became a $1 billion menu item in less than two years, by far the most successful new product launch in Taco Bell's history.
What new cobranded menu items will we see in 2014?