News

Top QSR ads driven by health, humor

January 30, 2008

BOSTON — Communications & Brand Analytics, a Phoenix Marketing International practice, has announced that Subway received the highest marks in Phoenix's recent syndicated category audit of 20 top quick-service restaurant brands. The study measures both brand-leading indicators and advertising performance, and reports on consumer perceptions and visitation behavior.

The Phoenix survey platform, the AdPi Audit, provides consumer-based evaluations of clients' ad and brand performances by focusing on key advertisers and ads running in the market in a given timeframe. The QSR study is the latest to take advantage of the company's proprietary approach, which combines syndicated online data collection with customized reporting.

Both Subway and Wendy's received high marks from customers for quality and value, but only Subway's advertising is connecting with customers and driving business, Lessard said, while Wendy's recent "red wig campaign" failed to reinforce brand strengths and confused consumers.

Ads from CiCi's, Dairy Queen and Papa John's, delivering a variety of value messages, also scored well in the QSR audit. Among the poorest performing spots were Domino's "Oreo Moustache" and Burger King's "Italian Chicken Sandwich."