Retail and mail order: Restaurants and takeaways

 

This paper describes how an existing promotional offer was transformed into a successful brand-building promotion with a fully integrated marketing campaign. In the first regional test an investment ...

In 2006, McDonald's was facing a profound challenge, as cynics and non-believers still viewed its food with wariness and mistrust despite all it had been doing and saying in relation to the health, qu ...

To challenge McDonald's domination of the fast food industry requires a competitive posture that emphasizes differences that resonate with consumers. This paper describes how Wendy’s International Inc ...

Despite being the number one fast-food chain serving up Mexican-style items like tacos and burritos, Taco Bell Corp. in 2001 had an image in need of a boost and sales that were in a steady decline. A ...

In 1997 Taco Bell Corp, the sixth-largest fast-food chain in the US and the only Mexican-style fast-food restaurant operating nationwide had experienced two years of declining revenues. This paper des ...

By 1998 Round Table, an employee-owned chain based in Walnut Creek, California, that offered an upscale line of gourmet pizzas, had used the same advertising tag line, "The last honest pizza,&# ...

In 2005 Quiznos, a chain of sandwich shops with over 2,500 restaurants and $1 billion worth of sales, launched a new $60 million (approx £30 million in 2008) marketing campaign to expand into the fast ...

In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle. A tight labor market, additional costs resulting from minimum wage increases, an ...

This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...

The world's largest fast-food chain by a sizable margin, McDonald's had experienced many years of unbridled growth, but it had faltered in the mid-1990s. Many blamed errors of judgm ...

Though few consumers would connect complicated mathematical equations and the latest scientific advances in biology with Little Caesar Enterprises, Inc., both figured into an early 1997 advertising ca ...

By the late 1990s the pizza market had become saturated, and Little Caesar Enterprises, Inc., a value-oriented player that had grown dramatically during the 1980s, saw its sales and market share fla ...

Consumers know Little Caesar Enterprises, Inc. for its absurd, funny commercials created by Cliff Freeman & Partners, including the very popular and award-winning "Safety Video" ...

Little Caesars, an international pizza chain of more than 4,800 units, is well known in the advertising industry for its quirky "Pizza! Pizza!" television commercials. Created with Cli ...

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing ca ...

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon. This paper describes how, in response Carl’s recognized poten ...

As this short account shows, by introducing 4forAll, four mini pizzas in one, Pizza Hut created the first edible pizza game. The aim was to take turns spinning to decide which square to eat next, and ...

Every day 50 million people stop at one of McDonald’s 31,000 plus restaurants in more than 100 countries. A critical element of McDonald’s global branding is the ‘freedom within a framework’ policy w ...

The article considers the problems faced by BP in rebranding its existing offering Cafe Zip under the Wild Bean Cafe name in the New Zealand market. The author looks at the need to maintain brand loya ...

Dr. Angus's upbeat philosophy of indulgence is refreshing to burger lovers long barraged by diet hype. It's these folks Burger King needed to win back to end a dramatic loss in consumer share. A slide ...

Quantitative research ranked Hardee’s the most avoided fast food restaurant, perceived to be dull, boring and depressing. In contrast to 15% growth in the fast food industry, Hardee’s sales were down ...

In 1993, Jack in the Box was on the verge of bankruptcy after being linked to the largest and deadliest E. coli outbreak ever. After implementing the most comprehensive food handling system in the cou ...

KFC created a TV campaign to reverse declining sales in Inner City/Urban stores. This campaign executed KFC's core brand idea, 'celebrate authentic taste' in a way that formed a connection with Africa ...

How does Taco Bell, the 'cheap' Mexican option, get back in the value game? Refresh what value means at fast food and knock Wendy's out of its value leadership position. This was achieved by a success ...

This is a story of how planning helped McDonald's talk about a very sensitive and emotional issue, the quality of their food, in a credible and engaging way. In doing so, planning navigated around two ...

It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealan ...

Describes a branding campaign for Kentucky Fried Chicken (KFC). KFC had a unique benefit: all KFC products were 100% real, whole chicken, unlike competitors' products which were mostly processed and r ...

The McText promotion is New Zealand’s most successful multi network text marketing campaign, with 25% of the all mobile phone users in New Zealand participating: up to 50,000 entries each day. One in ...

This company had to confront a major PR problem after people had died or were seriously ill after eating at Jack in a Box restaurants. The brand was in crisis and the campaign strategy was to save it ...