Report shows improvement in restaurants' marketing efforts

Feb. 19, 2014

New data from Technomic's Consumer Brand Metrics shows there has been improvement in some chains' performance that may have been boosted by their marketing efforts throughout the year.

According to a news releases, Consumer Brand Metrics demonstrates where consumer sentiment has been impacted and reveals best practices for restaurant operators. Darren Tristano, EVP at Technomic, points to Taco Bell as a top example.

"Taco Bell integrated a familiar retail product in its menu mix with Doritos Locos Tacos, which is now one of the products consumers cite among its most craveable, unique items," he said.

Q4 highlights from leading Canadian restaurant brands include:

  • Memorable and relatable advertising: A recent Technomic white paper "Perceptions of Restaurant Advertising" singled out Tim Hortons' strong performance on consumer perceptions of the chain's advertising. Consumer Brand Metrics data suggest improvements during the most recent quarter, in which the "Coffee Art" campaign launched; specifically, the percentage of consumers who agree that Tim Hortons has memorable advertising grew from 68.8 percent in Q3 to 72.9 percent in Q4.
  • Craveability: Taco Bell's new products, such as the Doritos Locos Tacos, alongside unique items like the Cheesy Gordita Crunch, Mexican Pizza and Crunchwrap helped to boost consumer perceptions of the craveability of Taco Bell's menu. The integration of a retail product like Doritos created a unique and desirable product which also helped the chain's craveability metric surge, the release said. In Q4 2013, 93.3 percent of consumers gave the concept a good or very good rating on "Craveable items I can only get at this restaurant," up from 79.6 percent in Q4 2012.
  • Non-alcohol beverage variety: Jack Astor's Bar and Grill generated higher ratings for its non-alcohol beverage program than any other chain measured. More than nine out of 10 consumers (91.8 percent) indicate that Jack Astor's offers a good or very good variety of non-alcohol cold beverages, up from 83.1 percent in the fourth quarter of 2012. This data suggests that the chain's beverage offerings, including its Ultra Thick Shakes, Brewski root beer, and signature juice cocktails, are increasingly resonating with its patrons.

Topics: Marketing / Branding / Promotion , Trends / Statistics

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