Phoenix Marketing International recently tested eight television ads for national restaurant brands such as Wendy's, Subway, Burger King, KFC, and Arby's. Here is some of what the found, “Top ranked spots included Wendy's "$0.99 value menu," Subway's "$3 flatbread" and Subway's "$5 footlong" ads, all with scores significantly higher than Phoenix's QSR advertising norms.”…
In addition to strong creative, what differentiates these top ads from the rest is their ability to weave in a value message with appetizing food items and a positive dining experience. If executed correctly, value messaging can work even with higher price points: KFC's "$11 bucket" spot came in a close fourth despite its relatively higher price. In contrast, most of the ads without price points proved to be weaker performers, even if they showcased premium, appealing food items and conveyed a pleasant dining experience.”
In addition Phoenix's AdPi® Express found “demographic differences in response to these value ads: women responded better to advertising featuring healthier menu choices such as Subway's "$3 flatbread" and family items such as KFC's "$11 bucket," while men tended to favor hearty and super value choices such as Subway's "$5 footlong" or Wendy's "$0.99 value menu." …Wendy's "Where's the Beef" ad excelled with a strong nostalgic appeal among consumers over 35 who rated it highly in terms of food portrayal and dining experience. Despite this, it lacked a price point and missed the opportunity to be a top performer.” You can register to get a sample report at: www.phoenixmi.com/adpiexpress/
In addition Phoenix's AdPi® Express found “demographic differences in response to these value ads: women responded better to advertising featuring healthier menu choices such as Subway's "$3 flatbread" and family items such as KFC's "$11 bucket," while men tended to favor hearty and super value choices such as Subway's "$5 footlong" or Wendy's "$0.99 value menu." …Wendy's "Where's the Beef" ad excelled with a strong nostalgic appeal among consumers over 35 who rated it highly in terms of food portrayal and dining experience. Despite this, it lacked a price point and missed the opportunity to be a top performer.” You can register to get a sample report at: www.phoenixmi.com/adpiexpress/
Integrating Foodservice Solutions® 5 P’s of Food Marketing; Product, Packaging, Placement, Portability, and Price are steps to retail foodservice success.
If you are interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization contact us via this blog or Email at: grocerant@q.com
Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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