McDonald's

Cracking the NFL

The league’s signage rules are strict, leading brands to take advantage of TV broadcasts.

Wendy's tops list of restaurant brands fighting for broadcast exposure in 2011.
Wendy's topped list of restaurant brands fighting for broadcast exposure in 2011.

Now that football teams across the country are facing off in the NFL’s 2012 season, which kicked off last week, many quick serves are beginning a gridiron contest of their own.

Marketing and advertising efforts designed around the NFL are an increasingly hot commodity in the industry. But in the NFL, which has strict rules on branded stadium signage, getting in front of viewer eyeballs without buying commercial airtime is a tricky proposition. This has led several brands to develop broadcast partnerships as part of their NFL strategy.

Starbucks Holds $87.4M in Impact Media Value

Starbucks is the top quick-service restaurant brand with $87.4 million of Impact Media Value according to General Sentiment’s Q2 2012 QSR MediaMatch report.

McDonald’s ($39.4 million), Taco Bell ($38.7 million), Burger King ($37.4 million), and Chipotle ($29.5 million) round out the top five. The top six brands in the rankings have remained unchanged since the last report.

Beverages Spur Growth for McDonald's in Q2

During McDonald’s second-quarter earnings call, CEO Don Thompson told investors the quick serve is growing market share through innovative beverage products. Despite the lackluster global consumer marketplace, he said beverage sales continue to be a “key contributor to growth.”

The new Cherry Berry Chiller helped drive beverages sales, on top of last year’s strong sales from the company’s introduction of McCafe Frozen Strawberry Lemonade, Thompson said. “Clearly the beverage platform has quite a bit of resonance and it is being looked at by many markets around the world.”

Let the Games Begin

Visually, the five interlocking rings that have become synonymous with the Olympic Games are fairly simple, but they deliver an iconic message. They speak to thrilling competition, achievement at the highest level, and the pride and patriotism of nations. The rings have come to be one of the world’s most recognizable symbols—fitting given that the Olympics are one of the world’s strongest brands.

No Fizz, No Problem

There’s nothing quite as revitalizing as a cold drink on a hot summer afternoon. These days, however, restaurant guests are looking for more than just refreshment from their cold beverages. They are seeking fewer calories, healthful options, or, perhaps, a jolt of energy.

Cold beverages, particularly carbonated ones, have been part and parcel of quick-service restaurants from the time the first units opened. Coca-Cola, for instance, has been served at White Castle since 1921, the year the business began.

Bacon Sundae Boosts BK's Quality Perception

Burger King's new summer menu of barbecue offerings and a much-talked-about bacon sundae dessert, which debuted in the U.S. on June 14, initially seemed to have little impact on consumer perception.

But over the past two weeks, the chain has had a significant run up in its quality perception with fast-food eaters.

McDonald's Named Most Effective Brand

For the second year in a row, fast food giant McDonald's was named the most effective brand in the Effie Effectiveness Index, which was released today.

The brand was also ranked No. 4 in the most effective global advertisers segment.

Launched in 2011 by Effie Worldwide and Warc, a global marketing intelligence service, the Effie Index recognizes the most effective marketing communications ideas from around the world.

McDonald’s Selects HME as Supplier of the Year

McDonald’s selected HM Electronics, Inc. (HME) as its 2011 Equipment Supplier of the Year. The award is presented annually to the equipment supplier that makes the most significant impact on, and contribution to, McDonald’s business over the previous year.

The award criteria include commitment to quality and food safety, product, equipment and process innovation, exemplary customer service, and value.

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