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ICYMI: Ronald McDonald Goes Digital

At McDonald’s Corp.’s 2011 annual shareholders meeting, the representative of an organization critical of the company’s marketing called for the retirement of longtime mascot Ronald McDonald. Then-CEO Jim Skinner stared down the speaker and said firmly, “Ronald McDonald’s is an ambassador for good. Ronald McDonald isn’t going anywhere.”

Nowhere but digital. Ronald McDonald has received [...]

Twisted Root Giving Scouts a Fair Shake

Twisted Root Burger Co. has devised a clever social-media promotion that connects with local communities, kids, parents and anyone who loves a good milk shake.

The chain will offer a Girl Scout Cookie Shake in March as its monthly special. To do so, it needs Girl Scout Cookies. Lots of them. Like more than 500 [...]

Pal’s Reaches Out to Absent Friends

Pal’s Sudden Service restaurants don’t look like those of any other burger chain in America, so it’s only right that it has an advertising strategy all its own. Pal’s latest campaign doesn’t spotlight Millennials, teens or heavy users but people who can’t visit its restaurants.

“Come Home to Pal’s” is the theme of the [...]

White Paper: Burger Brands and Twitter

I don’t often open BurgerBusiness.com to outside contributors, but I’ll consider making a exception when someone else knows a topic far better than I do. Such is the case with Harry Hawk and Twitter. Harry understands it and is interested in how both burger brands and consumers use it and interact through it.

Harry teaches [...]

A Twitter-Based Burger Map of the U.S.

The most tweeted-about burger chain in Gilbertville, Iowa? It’s Wendy’s. In Roosevelt, Utah, however, it’s McDonald’s. Five Guys reigns in Orange Beach, Ala., and Whataburger is tops in Brackettville, Texas. In Yuma, Ariz., it’s Smashburger.

Researcher PeekAnalytics analyzed Twitter conversation about the top 20 burger chains in 12,000 communities over the course of June [...]

The Oinkster’s Burger Week: A Case Study

Saturday’s burger is the Bell Beefer, aka Doritos Bell Beefer. That’s a 5-oz. beef patty with taco seasoning and a Doritos crust topped with shredded Cheddar, lettuce, pico de gallo, ranch dressing and Tapatío hot sauce on a burger bun.

“Burger Week” promotions have become marketing staples for a lot of burger joints. Sometimes [...]

McDonald’s App Offers Ingredient Sourcing Info

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In the U.S., McDonald’s “What We’re Made Of” food-quality campaign includes TV spots introducing its suppliers, such as potato grower Frank Martinez and cattle rancher Steve Foglesong. But in Australia McDonald’s is using a variety of high-tech tools to go even deeper with its food sourcing/quality message, allowing diners to track the ingredients in the [...]

Unmetric Grades QSRs’ Social-Media Aptitudes

Maybe money can’t buy you love, but it can get you a lot of “likes.” According to Chicago-based social-benchmarking company Unmetric’s Fast Food Report, released July 14, McDonald’s is “the most astute fast-food chain in social media,” with Taco Bell a close second.

That McDonald’s is most effective in using both Facebook and Twitter, according [...]