Retail | WARC

Domino's Pizza Inc (Food)

Article • Euromonitor Profiles, September 2019

This Company Profile from Euromonitor provides key details and analysis of Domino's Pizza Inc.

Jollibee Foods Corporation: Jollibee Going Global – Making a Filipino Brand Matter in the Big Apple

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Jollibee, a fast food-restaurant, used PR and influencers to promote the opening of its restaurant in Manhattan.

KFC: Colonel KI

Case Study • Benjamin Condit, Yi Liu, Stanley Tao, WARC Prize for Asian Strategy, Shortlisted, 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.

The relative effectiveness of endorsers: The identity badge of CEOs and founders versus the attractiveness of celebrities

Article • Arpita Agnihotri and Saurabh Bhattacharya, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 357-369

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Article • Charles Young, Brian Gillespie, and Christian Otto, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 329-341

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Prize for Asian Strategy, Shortlisted, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

McDonald’s Hong Kong: Shake and Dip

Case Study • Garron Chiu, WARC Prize for Asian Strategy, Shortlisted, 2019

Fast-food chain McDonald's created a surprise summer hit in Hong Kong to reawaken consumers' interest in, and drive purchase of, its most consumed product.

Taco Bell's media measurement strategy

News • 22 August 2019

Taco Bell, the quick-service restaurant chain, has looked beyond traditional media metrics as it seeks to gain a truly holistic view of campaign effectiveness.

How Jack in the Box makes a play in e-sports

News • 21 August 2019

Jack in the Box, the quick-service restaurant chain, is using e-sports as a way to forge connections with millennials and members of Generation Z.

Jack in the Box games its way into the hearts and minds of millennials and Gen Z

Article • Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019

Jack in the Box, the quick-service restaurant chain, has tapped into the power of e-sports as a means to engage with young consumers.

How Taco Bell uses media to harness the strength of TV in non-traditional ways

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019

Taco Bell, the quick-service restaurant chain, is tapping a nuanced approach to media as it fights for “share of stomach” among consumers.

Domino's unique spin on loyalty rewards

News • 19 August 2019

Domino’s, the quick-service restaurant chain, found success with a campaign that rewarded customers for sharing images of its own pizzas, as well as products made by its rivals, and even homemade alternatives.

Why Taco Bell eschews micro-marketing metrics to focus on consumer behavior

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019

Taco Bell, the quick-service restaurant chain, is taking an approach to media measurement that looks well beyond the discipline’s traditional, and often esoteric, metrics.

Domino’s promotes rivals’ products on the path to consumer insight and engagement

Article • Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019

Domino’s, the restaurant chain, ran a loyalty program that rewarded consumers for eating its own products, as well as alternative offerings made by its competitors, and even homemade pizzas.

How Burger King used design, tech and product innovation to survive the ‘adpocalypse’

Article • Alex Brownsell, Event Reports, Cannes Lions, June 2019

A summary of Burger King’s strategy of using non-paid media, including design and technology, to compensate for a shortfall in ad budgets.

National rollout for Burger King's plant-based Whopper

News • 05 August 2019

Burger King, the second largest hamburger chain in the world, will roll out its plant-based Impossible Whopper to more than 7,000 of its restaurants across the United States.

What’s working in QSR and fast food

Article • WARC Category Intelligence, July 2019

Campaign updates and category trends in QSR and fast food.

KFC taps cinema context for incremental reach

News • 29 July 2019

KFC, the QSR chain, has taken its campaign to tackle negative perceptions of the brand – focusing on its taste compared to the numerous copycat brands on the UK high street – into cinemas.

Starbucks will license its tech with new partner

News • 26 July 2019

Starbucks, the US coffee chain, is a recognised leader of digital technology in the restaurant industry and now it has formed a partnership with a tech start-up to create end-to-end, cloud-based software for other restaurant brands.

Driving Purpose The McDonald's Way!

Case Study • SABRE Awards, South Asia, Superior Achievement in Brand-Building, 2019

McDonald's, a fast food brand, launched an influencer campaign that showed improvements it had made to its food, which increased sales in India.

How KFC used the cinema experience to combat negative brand perceptions

Article • Alex Brownsell, Event Reports, DCM Cinema Media Showcase, July 2019

KFC tailored ad content to the feature film being viewed by cinema-goers, in an effort to challenge the way UK consumers viewed its brand.

Don’t be afraid of marketing with a higher purpose says Burger King’s Machado

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Burger King’s global CMO believes that brands must embrace a higher purpose and not be afraid to act on it to drive growth.

Zaatar w Zeit: The Super-Natural Green Wrap

Case Study • Francois Mehchy, WARC Prize for MENA Strategy, Entrant, 2019

Zaatar w Zeit, a fast-casual urban eatery brand, launched a bright green wrap using a multichannel strategy to position itself as an innovative brand among millennials and lift sales in an oversaturated market in Lebanon.

Zaatar w Zeit: World Mankousheh Day

Case Study • Francois Mehchy, WARC Prize for MENA Strategy, Entrant, 2019

Zaatar w Zeit, a fast-casual urban eatery brand, rolled out a strategic communications approach to create a national day for a traditional flatbread to increase brand equity and love in Lebanon.

McDonald's: Being a Mum

Case Study • Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Entrant, 2019

QSR brand McDonald’s targeted single dads with an online Mother’s Day campaign to drive brand equity and affinity to boost sales in Lebanon.