Subject Index
 

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

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 ...

This paper describes Pizza Hut Korea’s attempts to replicate the 20% sales volume increase Pizza Hut UK achieved implementing Brand Revelations Research. The Inspiration phase examines primary and s ...

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 ...

This paper describes Wendy’s attempt at an image update in 2005 following the loss of their founder who had become synonymous with the brand. The ‘Do What Tastes Right’ campaign was designed to speak ...

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 ...

West Cornwall Pasty Co. (WCPCo.) was established with the aim of selling top quality handmade Cornish Pasties beyond Cornwall. With all the directors originating from Cornwall, a strong Cornish brand ...

It was in the summer of 1965 that 17 year-old Fred DeLuca (helped by a US$1,000 cheque from family friend, Dr Pete Buck) opened his first submarine roll sandwich store in Bridgeport, Connecticut USA. ...

Starbucks is the leading retailer, roaster and brand of speciality coffee, with more than 11,000 retail locations around the world. The company is committed to offering the highest quality coffee and ...

Ray Kroc developed his brand vision for McDonald's around a simple but effective consumer-driven premise: quality, service, cleanliness and value. These values have remained the cornerstones of the co ...

KFC's vision is to bring people of all ages, races and backgrounds together to enjoy 'Soul Food' - 'proper food at reasonable prices' - within bright and fun interiors. KFC is designed to be perceived ...

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 ...

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 ...