What is in this article?:
- Study: Subway ads succeed by relating to consumers
- The best of the rest
Subway led all restaurants in a composite score of consumers’ ratings for its advertising based on three attributes
The best of the rest
Subway’s success in producing relatable and memorable campaigns has put it ahead of the rest of the restaurant industry, which on average has been more successful at producing “advertising that makes me hungry.”
In the second quarter of 2013, the average score for all restaurants on that appetizing-advertising metric was 59.1 percent, well ahead of the industry averages for “has memorable advertising” and “has advertising I can relate to,” which were 53.2 percent and 50.2 percent, respectively.
Four other quick-service chains and five casual-dining chains joined Subway in the top 10 overall composite scores in Technomic’s study. Olive Garden finished second, with a composite score of 72.9 percent, followed by Sonic Drive-in, Red Lobster and Popeyes Louisiana Kitchen. Chili’s, Applebee’s, Chick-fil-A, Red Robin and Little Caesars Pizza rounded out the top 10.
“Many leading restaurant brand advertisers are absent from this [top 10] list,” the study noted, including the major pizza chains — Pizza Hut, Papa John’s and Domino’s finished at Nos. 11, 12 and 18, respectively — and McDonald’s, which finished with the 16th highest composite score.
“Taco Bell (23rd place), Wendy’s (26th place) and Burger King (39th place) appear even further down the list,” the report continued, “signaling that these brands’ advertising is not connecting as successfully with consumers. However, Taco Bell’s composite score increased by 10 percentage points from the first quarter of 2012 to the second quarter of 2013, likely fueled by the brand’s ‘Live Más’ campaign and the launches of each new flavor of Doritos Locos Tacos.”
Technomic added that a chain’s size or marketing budget need not determine its marketing perceptions, citing a brand like Chick-fil-A, which has used its “Eat Mor Chikn” cows for more than a decade to build a memorable campaign.
“Advertising spend does not necessarily translate into advertising effectiveness,” the study said. “Brands with smaller budgets can outpace larger rivals on the advertising attributes we measure by extending a simple, sticky message across a variety of advertising touch points.”