While Pal’s Sudden Service and Pancheros Mexican Grill lack the size and marketing budgets to shout louder than bigger chains in traditional media, both recently described branding campaigns executed through digital media as major wins. Officials for quick-service chain Pal’s said its “Come Home to Pal’s” contest outperformed expectations and bolstered the good will and fondness consumers have for the brand that make them reliable lifetime customers. Fast-casual ...

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