Retail | WARC

Case Study • Elizabeth Hartley, WARC Media Awards, Entrant, Effective Channel Integration, 2018

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Case Study • Case Studies on WARC, 2018

Burger King, the fast-food restaurant chain, allowed consumers to create their perfect McWhopper through the Instagram polls feature in Spain.

McDonald’s disrupts seasonal advertising in China

Opinion • Chiara Manco, January 2019

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

McDonald’s relies on earned media to empower Asian-American connection

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

Behind the ratings: Text mining of restaurants customers' online reviews

Research Paper • Susan (Sixue) Jia, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 561-572

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Taco Bell embraces fast-food geekdom to succeed

Article • Reed Karaim, Event Reports, TMRE, October 2018

Taco Bell, the quick-service restaurant chain, is seeking to find the right mix of behaving like a cult and mass-market brand.

Building a better fast-food experience: Fernando Machado on Burger King’s challenges for 2019

Opinion • Fernando Machado, December 2018

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

KFC: Gamers' Playground

Case Study • Summer Liu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Just Eat: The Perfect Night In

Case Study • Poppy Barnes, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

PizzaExpress: Menu engineering - a predictive, insight-led solution to effective menu design

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

PizzaExpress, a restaurant group, brought to light new insight into how customers navigate menus in restaurants and how this affects their purchasing decisions.

Burger King: Coxinha Fries

Case Study • MMA Smarties, Finalist, LATAM, 2018

Burger King, a fast food restaurant chain, got involved in the cultural conversation surrounding coxinha, a fried dough food, in Brazil by launching its own version of the snack, Coxinha Fries.

Outback Steakhouse: Outback and the power of SmartData

Case Study • MMA Smarties, Finalist, LATAM, 2018

Outback Steakhouse, a restaurant chain, launched a targeting campaign in Brazil to encourage restaurant visits in the city of São Paulo.

McDonald's: BiteCoins

Case Study • MMA Smarties, Silver, LATAM, 2018

Fast-food restaurant McDonald's created its own cryptocurrency, which clients could exchange for real products in its Brazil stores.

Burger King: Toddy Cookies

Case Study • MMA Smarties, Finalist, LATAM, 2018

Burger King, a fast food chain, launched new deserts in Brazil by partnering with Toddy Cookies, a brand of cookies, and focusing on mobile and social to product awareness and leverage sales.

KFC: Anything's better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Media Awards, Gold, Effective Use of Tech, 2018

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

How Denny's found its purpose

News • 14 November 2018

Denny’s, the quick-service restaurant chain, took an unusual path to finding its purpose, but has been able to powerfully leverage this guiding principle for its brand.

IHOP: A data-fueled solution that rises to the occasion

Case Study • Natalie Pidding, WARC Media Awards, Gold, Best Use of Data, 2018

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

KFC: The Power of Data

Case Study • Sonia John, Nadim Karam, Mariam Kiwan, WARC Media Awards, Silver and Attribution Special Award, Best Use of Data, 2018

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

Pizza Hut gets a taste for digital testing

News • 12 November 2018

Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.

Denny’s flips the marketing textbook to find its purpose

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

KFC: Olé Olé Hour

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

KFC: Golden Prawn System (GPS)

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Family-centric quick-service food brand KFC used a multi-media campaign to launch a new product variant and increase family footfall in Malaysia.

McDonald's: Shia is everywhere

Case Study • Paloma Ho, WARC Prize for Asian Strategy, Entrant, 2018

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited-edition shrimp burger in Taiwan.

McDonald's Singapore: Nasi Lemak Burger – Just for you, Singapore!

Case Study • Jae Buenafe, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service food brand McDonald's used a multi-media campaign to create buzz around the launch of its new Nasi Lemak Burger in Singapore and encourage purchase.

McDonald's: Taste of Italy

Case Study • Aditya Yudha Putra Pratama, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service brand McDonald's used a multi-channel campaign in Indonesia to create awareness of its new menus and increase footfall to its restaurants.