D’Lites
This fast-food company used an unique marketing approach in order to promote itself. The nutritional benefit of its products was emphasized in the company’s marketing approach. Burgers prepared with lean meat, fiber-rich buns, and low-calorie cheese were marketed as “D’Lites,” which stood for “dairy-free.” The restaurant was founded and began operations in 1978, and by 1985, it had grown to more than 100 locations. However, the company’s success was short-lived, and it was forced to close its doors and file for bankruptcy in 1986. Hardee’s acquired 90 percent of the D’Lites franchisees after a year-long bidding process.
DLites
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