Fast Food Industry Survey
Fast Food Marketing Campaigns
Over 6,000 avid diners participated in Zagat’s fast food survey which covered 73 fast-food and 30 full service chains throughout the country. As part of a Zagat press campaign, Survey results were featured on The Today Show and online at www.zagat.com/fastfood. Some chains, such as Wendy’s, Subway, Starbucks and Outback licensed their survey results to create marketing and advertising campaigns in order to reinforce brand creditability.
Strategic Focus
Brand Awareness, Content Licensing
Client Objectives
- Zagat perceived the need for fast food chains such as Wendy’s, Subway, Starbucks and Outback to add credibility to their marketing campaigns
- These brands wanted to license their fast food survey results to create campaigns that reinforce their brand credibility
Zagat Solution
- Zagat surveyed 73 fast-food and 30 full-service chains throughout the country and over 6,000 avid diners participated
- Ratings were based on Food, Facilities, Service & Healthy Options in several different categories
- Included large fast-food chains (e.g., In-N-Out Burger), fast-food mega chains (e.g., Wendy’s), quick refreshment chains (e.g., Coffee Bean & Tea Leaf) and full-service chains (e.g., Outback)
- Survey results were released during a Zagat press campaign and were prominently featured on The Today Show and on ZAGAT.com
- Wendy’s: Best Food and Facilities
- Subway: Most Popular, Best Service and Best Healthy Options
- Both Wendy’s and Subway ran ads featuring the Zagat designation in USA Today
- Starbucks: Best Coffee
- Licensed Zagat’s brand, marks and the survey results for use on their website, in advertisements, signage for retail stores and Media Relations/Public Communication tools (Facebook, Twitter, MyStarbucksIdea.com, etc.)
- Outback Steakhouse: Best Steak
- Used the Zagat mark for on-premise signage, on website, within online ad campaigns (including ZAGAT.com) and across other traditional media platforms, including TV, radio, print and out of home advertising
- Other noteworthy licensing deals included Red Robin for Best Burger, IHOP for Best Breakfast and Panera Bread for Best Salads
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