QSR ADS CONVEYING A VALUE MESSAGE ARE MORE LIKELY TO DRIVE TRAFFIC THAN OTHER QSR ADS
Wendy’s “Right Price Right Size Menu,” Subway’s “$4.50 Best Deal in Town” and KFC’s “$19.99 Family Value Meal” amongst strongest performers in terms of their potential to drive visits
Using their 24-hour AdPi® Express ad testing service, Phoenix Marketing International finds ads that include some sort of value message are significantly more likely to drive QSR visits than other ads in the category.
Phoenix recently tested television ads for national restaurant brands including Wendy’s, Subway, Burger King, KFC, Taco Bell and McDonald’s. The ads featured value messages representing a wide range of offers and all were compared to Phoenix’s QSR advertising norms.
All ads with value messages had significantly higher Creative AdPi® scores than the category norm. Creative AdPi®, a modeled single number score, is a predictive measure that determines an ad’s potential to motivate a consumer to take an action after seeing the ad. On average, the ads with a value message were significantly more likely to prompt interest in visiting the restaurant in the next 30 days; please see the graphic below to view results.
In addition, the results show that value messaging can work well even at higher price points. For example, spots for Wendy’s “Right Price Right Size Menu,” Subway’s “$4.50 Best Deal in Town” and KFC’s “$19.99 Family Value Meal” were among the strongest performers in terms of their potential to drive visits. “This is great news for QSR brands,” said Anne-Marie Duffy, President of the Communications & Brand Analytics Practice at Phoenix Marketing International. “Knowing that consumers’ perceptions of value can go well beyond the typical ‘dollar menu’ gives QSRs a high degree of flexibility in pricing and the types of menu items they can offer.”
AdPi® Express offers restaurant brands the ability to get detailed, actionable insights in 24 hours for up to 4 television ads, at a price point of $9500. This cost-effective advertising testing approach is a quick way for clients to assess ad performance, conduct in-market disaster checks, make ad rotation decisions, and compare their ad results to category norms and/or key competitors.
AdPi® Express surveys a minimum of 200 consumers, providing quantitative diagnostic results. Qualitative insights are also included for ad likeability and message clarity.
Founded in 1999, Phoenix Marketing International is a full service market research firm in the United States, with offices across the country and in Europe. In addition to having partnerships with many of the largest companies in the restaurant industry, Phoenix Marketing International also has worldwide partnerships with companies in financial services, consumer packaged goods, automotive, P&C insurance, healthcare, media, technology and travel and leisure. Phoenix Marketing International offers advanced advertising and brand measurement, along with direct marketing expertise.Back to learn