Retail | WARC

Oh Henry!, Pizza Pizza and Wingstop: making money from the munchies

Opinion • Chiara Manco, January 2020

As cannabis is made legal in more countries, WARC’s Chiara Manco highlights three food brands that have targeted users effectively.

'KFC Delivery By The God Of Rain': Celebrity namesake is a herald for inclement-weather discounts

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Rainy days are made fun by KFC China offering automatic discounts triggered by the weather and directing bookings towards its own app instead of third-party platforms.

Restaurants embrace ‘multichannel’ concept

News • 07 January 2020

Pizza Express sells more pizzas through supermarkets than through its own restaurants and is, according to an industry analyst, an exemplar of a trend towards diversification among chain restaurants.

How Denny’s is engaging multicultural consumers

News • 04 December 2019

Denny’s, the quick-service restaurant chain, is putting inclusivity at the heart of its strategy as it seeks deepen bonds with multicultural consumers.

How Denny’s fights a negative “diner” stereotype with multicultural initiatives

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019

Denny’s, the quick-service restaurant chain, has committed to engaging multicultural consumers in powerful, authentic ways, helping overcome an uneven legacy in this area.

What Unilever and Domino’s Pizza learnt about sticky content in Indonesia

Article • Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019

Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.

Popeyes chicken reflects on its social media success

News • 29 November 2019

Popeyes, the US fried chicken restaurant chain, scored a nationwide marketing hit in August when it launched a chicken sandwich that sold out after just two weeks following huge interest on social media rather than from traditional advertising.

Quality creative and share of voice boost QSR sales

News • 22 November 2019

Advertising share of voice and creative quality exert a more consistent impact on sales than promotions for quick service restaurant (QSR) chains, according to a study in the Journal of Advertising Research (JAR).

Uber Eats gets aggressive with India expansion plans

News • 20 November 2019

Uber Eats has reaffirmed its commitment to establishing a sizable presence in India, a market that is expected to become a US$15bn opportunity over the next few years.

McDonald's Singapore: 50 years of Big Mac

Case Study • Elisa Chua, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Fast-food giant McDonald's created a data-led, personalised messaging approach to celebrate 50 years of the Big Mac in Singapore.

KFC: Colonel KI

Case Study • Benjamin Condit, Yi Liu, Jerry Perez, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Fast-food brand KFC created a results-prediction algorithm, Colonel KI, and placed it in livestreams to deepen its connection to gamers and e-sports in China.

McDonald's Singapore: Capacity-Based McDelivery 2.0

Case Study • Elisa Chua, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Fast-food brand McDonald's partnered with food delivery aggregator GrabFood to fulfil demand for additional delivery orders when its McDelivery riders were fully occupied in Singapore.

Tim Hortons: The Away Game

Case Study • WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Tim Hortons, the restaurant chain, leveraged a favourite pastime - hockey - with The Away Game campaign to revive love for the brand in Canada.

Wingstop: 4/20 High-Atus

Case Study • Jessica Perrin, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Wingstop, the global chicken wing restaurant chain hailing from Texas, boosted sales with a video campaign that targeted urban millennials celebrating 4/20 in the US.

KFC: Buckethead Army

Case Study • James Barnett, WARC Media Awards, Silver, Effective Channel Integration, 2019

Fast-food brand KFC harnessed Australians' love of cricket to create a fan army that won the support of the whole country, boosting sales along the way.

Cracker Barrel: Country Fried Turkey

Case Study • Najet Fazai, Skylar Smith, WARC Media Awards, Entrant, Effective Channel Integration, 2019

US country store Cracker Barrel devised a multi-media strategy to maximise impact and draw in both loyalists and travellers.

KFC: Christmas Pocket Store

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2019

KFC, a fast food restaurant brand, launched online pocket stores over Christmas on WeChat to encourage sales across China.

Customer listening delivers for Dunkin’

News • 14 November 2019

Dunkin’, the quick-service restaurant chain, has made innovations in areas such as its menu selection, and even its coupon strategy, thanks to a focus on customer listening.

Dunkin’ re-energizes dated QSR brand with seven strategic principles of brand optimism

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019

Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.

Why Greggs is about more than sausage rolls

News • 13 November 2019

News that Greggs has lifted its profits forecast for the fourth time this year highlights the success of the transformation of the Newcastle-headquartered bakery chain that has been taking place over the past five years.

Why Greggs is on a (vegan) roll

Article • Brian Carruthers, Event Reports, Festival of Marketing, October 2019

Looks at how UK bakery chain Greggs has reinvented itself as major player in the food-on-the-go sector.

Chipotle Freeting: A Multichannel Mobile Approach

Case Study • Entrant, X (Global), 2019, MMA Smarties

Chiptole, a restaurant brand, created a connection with its audience in the US during the NBA finals by launching a campaign on Twitter offering a promotion every time a fan texted in unique words the brand had tweeted.

Arcos Dorados Comercio de Alimentos Ltda: FriesList

Case Study • MMA Smarties, Gold, X (Global), 2019

McDonald's, the fast food chain, increased sales across Latin America by launching a campaign in partnership with Spotify, which enabled consumers to unlock special playlists using their fries.

KFC: The First Colonel to Conquer e-Sports

Case Study • MMA Smarties, Gold, X (Global), 2019

KFC, a fast-food brand, developed an AI-prediction algorithm that allowed Chinese gamers to get live information on their League of Legends games through the brand's app, while increasing its sales.

McDonald's Trick. Treat. Win! Campaign

Case Study • MMA Smarties, Silver, North America, 2019

Fast-food brand McDonald’s created an in-app promotion, based on scannable QR codes, to drive sales and engagement by leveraging Halloween in the US.