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Fewer LTOs Slows Restaurant Ad Spending

Restaurants reined in advertising spending in 2014’s first quarter after significantly exceeding the average throughout 2013. According to Kantar Media, total U.S. advertising expenditures (all businesses) increased a surprisingly strong 5.7% to $34.9 billion in the first quarter.

However, restaurant spending in Q1 increased just 1.9% to $1.678 billion. That ended the industry’s year-old streak [...]

Burger King Adopts ‘Be Your Way’ as Ad Slogan

Burger King’s 40-year-old “Have It Your Way” slogan has morphed into a new positioning, “Be Your Way,” that the company says better fits the times and the brand.

The new tagline begins appearing this month.

Fernando Machado, SVP_Global Brand Management, told BurgerBusiness.com that the new tagline is the result of a company reexamination of [...]

Can the Diner Reinvigorate Restaurants?

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Two new marketing campaigns that draw on the timeless appeal of the American diner manifest the restaurant industry’s current malaise and perhaps provide its remedy as well.

McDonald’s American Vintage campaign in Japan celebrates the iconic diner.

The latest NPD Group/CREST data shows that the restaurant business—here and in several other countries—has hit the [...]

DDB Hires Burnett Exec for McDonald’s

DDB Chicago has scored a coup in its quiet rivalry with fellow McDonald’s ad agency Leo Burnett by hiring Tony Malcolm as executive creative director on its McDonald’s business in the U.S.

Malcolm has worked on the McDonald’s account during his eight years at Leo Burnett UK in London. There he wrote the “Just [...]

Restaurant Ad Spending Slows, Still Exceeds Average

Source: Kantar Media

The restaurant industry’s ad spending finally slowed in Q3 but it remains ahead of total U.S. advertising growth for the year.

Restaurants spent $1.58 billion on measured-media advertising (excludes Internet advertising, free-standing inserts and public-service ads) during Q3, a 3.6% decrease from the Olympics-inflated $1.64 billion spent during the July-September span [...]

1955 Burger Back and Better in UK

McDonald’s has reintroduced its 1955 Burger to the UK with an improved recipe and a new ad campaign.

The burger first appeared in Germany in 2010 and since then has traveled the Western world, serving as an LTO in most European markets. The basic build is with caramelized onions, bacon, tomato lettuce and [...]

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 [...]

Why Restaurant Ad Spending is Soaring

[As predicted, Wendy's introduced the Pretzel Pub Chicken on Oct. 1. Go here for details.] Around its Dublin, Ohio, headquarters, Wendy’s is offering a new Pretzel Pub Chicken sandwich, a limited-time offering (LTO) that is expected to be introduced systemwide as early as this week. The build includes a chicken patty, Muenster cheese, lettuce, tomato, [...]