Zaxby’s has Doris Roberts, Terry Bradshaw, and Ryan Stiles. Subway has Apolo Anton Ohno, Michael Phelps, and Blake Griffin. Now Starbucks and Lady Gaga are teaming up. The question remains, however, whether star power in a quick serve’s marketing efforts can add up to big sales.
To fully harness the powerful influence of a celebrity, experts say, quick-serve operators must clearly define the role of that celebrity, not just go for the instant name recognition.