arby's premium sandwich push november 2017-july 2018
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TABLE OF CONTENTS Executive Summary...............................................................3 Agency ..................................................................................4 Agency Roles ...........................................................5 Situation Analysis .................................................................6 Arby's History ..........................................................7 Product Evaluation ..................................................8 Relevant Trends .......................................................9 Competitive Analysis ..............................................11 Direct Competitors.....................................11 Indirect Competitors .................................12 Current Consumer Analysis ....................................13 Research ..................................................................14 Research Objectives ..................................14 Primary Research methodologies .............15 Secondary Research Methodologies .........16 Summary of Findings .................................17 SWOT Analysis .........................................................18 Arby's Creative Strategy .........................................19 Campaign ..............................................................................20 Communication Direction ........................................21 Marketing Direction .................................................22 10 Gallon Hearts Segmentation ...............................23 Campaign Target Audience ......................................24 Brand Essence ..........................................................25 Creative Brief ............................................................26 Campaign Concept ...................................................27 Campaign Phasing .................................................................29 Consumer Touchpoint Map ....................................................30 Media ......................................................................................32 Future Recommendations ......................................................34 Campaign Creative Direction .................................................35 Campaign Creative and Media ...............................................36 Campaign Evaluation ..............................................................54 Future Recommendations ......................................................55 Appendices .............................................................................56
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EXECUTIVE SUMMARY Arby’s has delivered consistent and versatile food offerings for 53 years, owning the slogan, “We’ve got the meats.” It is filling, good mood food unapologetically stands against societal food bullies and breaks the food barrier. It’s hearty choices spice up life and disrupt the definitive. Its quality and versatile premium sandwiches give consumers a range of options, with any number of sandwiches they are guaranteed to love. Eating at Arby’s is no risk, all reward. Arby’s current “Ten Gallon Hearts” consumers are hard working, middle americans that are looking for great value in a big, meaty, fast food meal. Within this consumer group lies the segment: “Career Supers,” 25-44 year old men and women who are college educated, in the midst of building their careers, and receive mid to high salaries. Trying new things allows them to break free of their daily routines and office walls, feeling liberated. “Career Supers” are low-usage consumers of Arby’s. While they are plenty familiar with Arby’s famous roast beef and curly fries, they do not think of all its premium offerings when considering their QSR options. The Odyssey Agency was tasked with developing the same awareness and passion for premium items such as the brisket and gyro that loyalists currently have for the staple roast beef and curly fries, as well as driving sales of and creating buzz for Arby’s in 2018. Building off the well-earned slogan “We’ve got the meats’ and with the promise that Arby’s premium sandwiches offer consumers all the choices to find their perfect match, Odyssey created the eight-month integrated marketing campaign, THE MEAT MATCHMAKER. The campaign will generate interest in and trials of Arby’s premium products by breaking the campaign into “courting” phases to guide low-usage, “Career Super” consumers through the product consideration set, emphasizing the variety of choices offered and utilizing a mix of promotional tactics. Using Arby’s established, confident, and funny tone, THE MEAT MATCHMAKER will convince consumers that they can and will fall in love with Arby’s signature sandwiches.
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WHO WE ARE
wilson wood
mcclain talley
Brand Planning, Marketplace Analysis & Insights bnb3@uga.edu
Consumer Connections Director kmtalley@uga.edu
mattison brannon
valerie mannebach
anna beth shirkley
IMC mtb28870@uga.edu
clarke modlin
Campaign Creative Ideation & Execution cgm58774@uga.edu
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brittney belt
Account Management & Strategy Development wilsonw@uga.edu
IMC vam60784@uga.edu
david rosemon
Campaign Creative Ideation & Execution drosemon@uga.edu
IMC shirkeab@uga.edu
stephanie addo
Campaign Creative Ideation & Execution staddo@uga.edu
SITUATION ANALYSIS
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ARBY’S HISTORY 1964
OPENED a sandwich shop that served freshly sliced roast beef sandwiches in a fast food setting in Boardman, Ohio
1975
2008
NEW LOGO replaced traditional hat logo with a sleeker red hat
2004
PRIME CUT CHICKEN and Market Fresh Wraps introduced
1981
MERGER with Wendy’s International Inc.
FIRST FRANCHISE
ROAST TURKEY is introduced
2011
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2
WORK HARD
ANGUS STEAK introduced
2001
1978
MARKET FRESH sandwiches introduced
BEEF CHEDDAR sandwich is introduced
ARBY'S 6 CORE PRINCIPLES DREAM 1 BIG
50 YEAR ANNIVERSARY!
2012
FIRST INTERNATIONAL Arby’s opened in Japan
1965
2014
GET IT 3 DONE
HAVE 5 FUN
PLAY 4 FAIR
MAKE A 6 DIFFERENCE
2005 CORN BEEF sandwiches introduced
2013
SMOKEHOUSE BRISKET introduced
DID YOU KNOW
ARBY'S IS THE SECOND LARGEST quick service fast food sandwich restaurant in the US with over 3,300 restaurants in December 2015
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PRODUCT EVALUATION pricing and distribution • Quality products at a competitive price in comparison to other QSR restaurants • Opportunities to buy premium products with deals such as $6 for 2 entree sandwich items and $5 for 5 slider sandwiches • Premium sandwiches can be purchased between $4.50-$8.00 • Locations in 48 states and 5 different countries • over 3,700 locations across the globe
attributes and benefits • Offer high quality deli meats as opposed to burgers or exclusively fried chicken • 8 different meats daily • USDA certified products • offer curly fries instead of chips unlike other QSR's that feature deli meat as their main focus • first QSR to ban smoking from their establishment • first QSR to include a complete "Lite" menu of its products • Arby's is willing to break barriers in the industry, which sets them apart from their competitors
promotion Arby’s current promotion efforts are based around the idea, “We Have the Meats.” Arby’s frequently mails coupons for their different premium products out to drive traffic to their restaurants. This rewards customers for their loyalty, and heightens the chances of Arby’s establishing a frequent visiting consumer base.
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RELEVANT TRENDS industry trends Across the QSR market, there are several trends that are preserved and cultivated: value, convenience, and health. Having a value menu and lower food costs is essential to be competitive in the QSR space. Health consciousness has been a focus in the industry as well, however in the QSR market it seems that convenience outweighs health concerns. QSR convenience comes in many forms and can be defined as unique locations (gas stations, malls, supermarkets), diverse menu options, and even portion sizes.
consumer trends premium There are many different factors that influence the consumer’s final decision when they choose a restaurant offering premium sandwiches. A 2016 Mintel study found that when it comes to ingredients, consumers place the most importance on the perceived quality of the meat and bread that restaurant offers when making their final decision. This study also found that 79% of consumers are willing to pay more for sandwiches made with premium ingredients. Restaurants offering premium style sandwiches also have an opportunity to capitalize on consumers’ love for steak. 52% of consumers are interested in the addition of steak sandwiches, such as a Philly cheesesteak, to the menu.
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79%
OF CONSUMERS ARE WILLING TO PAY MORE FOR SANDWICHES MADE WITH PREMIUM INGREDIENTS
healthy but indulgent There are many different factors that influence According to Nielsen’s 2015 Global Health & Wellness Survey, 88% of those polled are willing to pay more for healthier foods. All demographics say they would pay more for healthy foods, including those that are GMO-free, have no artificial coloring/flavors and are deemed all natural. However there is a balance between wanting healthy foods but still wanting indulgent products such as large fries and diet beverages. Smaller portion sizes are an area of success for more indulgent sandwiches since they allow consumers to treat themselves for lunch or a snack without guilt. Snack size portions support the finding that Millennials view food as a social experience and as a result, snack instead of eating an entire meal in one place.
Arby's market fresh sandwiches and sliders give consumers healthy options and an opportunity to choose smaller portions.
KEY CONSUMER TRENDS RECAP consumers want premium products
consumers are technologically savvy
71%
of food and drink shoppers are using technology as part of their shopping experience
healthy preferences are on the rise
88%
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of consumers polled say they are willing to pay more for healthier foods
53%
of consumers report they are using technology in the store
79% 52% of consumers are willing to pay more for sandwiches made with premium ingredients
of consumers are interested in seeing the addition of steak sandwiches to menus
what does this mean for arby's? Arby's is an industry leader in the premium sandwich category. As consumers preferences for premium ingredients grows, so does Arby's opportunity to becoming the top premium sandwich QSR. Arby's healthy offerings like the market fresh sandwiches and option to choose smaller portions with sliders satisfies consumers' desire for healthier foods. As consumers become more enveloped in technology, there is an opportunity for Arby's to incorporate technology with the in-store dining experience.
COMPETITIVE ANALYSIS direct competitors Arby’s sees itself most closely aligned with major competitors in the QSR sandwich industry. Arby’s focus on meatcraft and the superior quality of their food lends itself to competing directly with Subway, Jimmy John's, and Firehouse Subs. Arby’s largest competitive advantage in the sandwich category is that they have a giant variety of options and the ability to sell food much more quickly than major sandwich competitors. Subway is the largest player in the QSR sandwich category. They have more locations worldwide than any of its competitors and one of the highest revenue streams. Arby’s can compete best with Subway by being a hearty alternative to their “Eat Fresh” mantra.
Jimmy John’s has lower recognition globally than Arby’s, but it is amazingly popular in niche markets. Arby’s offers almost all of the menu options Jimmy John’s has and more. Jimmy John’s focuses its branding efforts on speed, while Arby’s can compete directly by keeping its brand voice focused on meat quality.
Firehouse is less known globally than Arby’s. It offers a limited menu, but its main focus is to be a higher end alternative to Subway. Arby’s competes for higher-end QSR consumers with Firehouse, especially those that want to sit down to eat their meal in-store.
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COMPETITIVE ANALYSIS indirect competitors While Arby’s sees itself as a major player in the sandwich category of QSR; most Americans associate them closely with the QSR giants. They are commonly lumped together with McDonald’s, Burger King, Wendy’s, and Chick Fil A. While this is probably because they all have drive-thrus and french fries, the connection in the minds of consumers is very real and very important. Arby’s typically ranks lowest in terms of brand awareness and recognition when compared to these QSR competitors, but it offers the most diverse menu options and has one of the best established brand voices. For this reason, when consumers do choose Arby’s they tend to have very strong, positive associations. McDonald's is currently the #1 restaurant in the QSR industry. They have the highest global recognition and awareness. The brand is profitable and well established. Arby’s competes with McDonald’s by offering more healthy alternative with very similar packaging and taste.
Burger King is a giant in the QSR industry that formerly specialized in burgers, but now BK appears to have shifted to being a more diverse alternative to McDonald’s. Options like chicken fries and the wopperito lend themselves to a very niche audience. Arby’s also offers less generic fast food choices, but chooses to focus on premium products.
Wendy’s is one of the top QSR brands globally. It specializes by being seen as a cleaner, healthier alternative to other burger giants. Wendy’s owns a small portion of Arby’s and this is apparent in the way they have recently focused on promotional menu deals under $5 (Wendy's 4 for $4/ Arby’s 5 for $5).
Chick Fil A is the #1 chicken chain in the world, and it is a monster in the QSR industry. They most affect Arby’s by having incredibly high brand recall and top-of-mind recognition. When many of the consumers they share decide they want to dine at a QSR restaurant, they often choose Chick Fil A first. Arby’s can most effectively combat this by continuing to market itself as a hearty alternative to major QSR leaders.
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CURRENT CONSUMER ANALYSIS Arby’s current consumers include both males and females in working middle class America looking for great value in a big, meaty, and fast meal. They primarily visit Arby’s on occasions such as on their way home from work, when they need a quick bite, or for a casual lunch while out running errands. The average consumer is African American or Caucasian with some education making $50-100k a year from their full time job. These consumers are so busy they view quick service restaurants as a convenient and necessary part of their lives for times when they need a last minute dinner. They place more importance on the taste and quality of their food than its healthiness.
CURRENT CONSUMER
PROFILE 13
ARBY'S TEN GALLON HEARTS hard working middle americans that are looking for great value in a big, meaty, fast food meal without apologies.
MEET DAVID, a 29 year old construction worker living just outside of Atlanta, GA. He graduated from high school and went to college for one year before deciding it wasn’t for him. He loves going to Arby’s for lunch with his co-workers because it provides a quick, but refreshing break from being assistant project manager at the latest jobsite. He grew up going to Arby’s with his dad and has always gotten the same menu item: the classic roast beef sandwich. David especially loves the value of Arby’s for the amount of meat he can get on his Roast Beef Sandwich. His favorite channels to watch are Comedy Central, Adult Swim, Centric, and ESPN. Sometimes he will read magazines or the newspaper but generally he uses his phone’s internet to check news like game scores online at sites like bleacherreport.com.
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RESEARCH research objectives Odyssey set out to find key insights into Arby’s current and potential clientele base. We broke down the research process into multiple steps. We began by gathering general information about both the casual dining and QSR industries. We then set out to discover who Arby’s main competitors were and where their target markets overlapped. Finally we looked to uncover how and where this target market would be most susceptible to our message.
our specific research objectives:
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who is arby’s current consumer audience?
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what do they value?
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what media channels do they most value?
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what does arby’s offer that its competitors
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which users are most interested in arby’s
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do not?
premium sandwiches? what are the demographics and psychographics of these users?
PRIMARY RESEARCH METHODOLOGIES survey
Using Qualtrics, Odyssey conducted an in-depth survey to gather information about consumers’ quick service restaurant (QSR-“fast food”) buying habits and preferences. The survey consisted of thirty-seven quantitative and qualitative questions and was completed by 422 respondents.
survey questions topics and objectives • • • • • • •
Obtain information about the consumers' likeliness and frequency of visiting a QSR Which factors influence consumers' buying decisions and preferences? Which QSR's are in consumers top-of-mind recognition and how does Arby's rank? Obtain information about social media usage and preffered platform Do consumers remember any notable past QSR advertisements? Can consumer match the slogan with corresponding QSR brands? Determine brand awareness and image by asking respondents to list adjectives describing Arby's and competitng brands
KEY INSIGHTS FROM 422 RESPONDENTS selection drivers respondents identified taste and promotions as the most influential factors when it comes to deciding which QSR to visit s social media usage 87% of respondents said they use Facebook 74% of respondents said they use Instagram 61% of respondents said they use Snapchat 44% of respondents said they use Twitter
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87% 74% 61% 44%
buyer behavior of respondents are willing to spend up 83% to $10 at a fast food restaurant
describe arby's using
3 adjectives...
MEATY VARIETY FRESH
65%
of respondents visited fast food restaurants 1-2 times a week
Overall, the majority of respondents did very well matching the slogans with the correct brand, proving that consumers are very familiar with Arby's. However, it was uncommon for Arby's to be in respondents' top-of-mind awareness. Odyssey found that positive respondents tend to be: • High social media users • Make above-average salaries (60k-75k yearly) • Are very open to new experiences
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SECONDARY RESEARCH METHODOLOGIES social media Due to the high use of social media among the survey respondents, Odyssey felt that it was important to monitor Arby’s digital presences on social media sites such as Facebook, Instagram, Twitter, and YouTube. Odyssey backtracked previous interactions with Arby’s and the consumer, as a way to gather insight on how consumers feel about the brand. It appears that Arby’s is currently bringing a lot of positive attention to their posts. The majority of the people that are commenting on Arby’s posts seem to have nothing but positive things to say about the brand and find their ads to be very appealing. Odyssey believes it will be very beneficial for Arby’s to continue using social media throughout the entire “Meat Your Match” campaign, as a way to connect with people and keep them engaged.
mintel Odyssey used a 2016 Mintel study to find which factors are most influential when consumers are purchasing fast food. The study found that when it comes to ingredients, consumers place the most importance on the perceived quality of the meat and bread that restaurant offers when making their final decision. Also, 79% of consumers are willing to pay more for sandwiches made with premium ingredients. Restaurants offering premium style sandwiches also have an opportunity to capitalize on consumers’ love for steak. 52% of consumers are interested in the addition of steak sandwiches, such as a Philly cheesesteak, s to the menu. This research makes Arby’s premium sandwich products an ideal choice for consumers valuing this new market trend.
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secondary methodologies MRI Nielsen Facebook Twitter Instagram YouTube Arbys.com
79%
OF CONSUMERS ARE WILLING TO PAY MORE FOR SANDWICHES MADE WITH PREMIUM INGREDIENTS
RESEARCH summary of findings Both the primary and secondary research methods led to the useful, and at times unexpected, insights. Odyssey then gathered these insights and used them to narrowly define a target market. The current audience that Arby’s is best attracting are middle aged Americans on the go. They value a quality meal, but often do not have time to cook every night. These hard working citizens forsake food trends and demand hardy fulfillment. There is also a strong demand within the market for uncommon QSR choices like steak and fish. The most important insight we found was that Arby’s users rarely have it ranked highly in top-of-mind recognition, but when they do eat there they report overwhelmingly high levels of satisfaction and positive experiences. Positive respondents shared a few important characteristics: they tend to be high social media users, they tend to make above-average salaries (60k-75k yearly), and they are very open to new experiences.
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SWOT ANALYSIS
strengths
{ {
opportunities
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Arby’s has memorable and witty commercials. It is the only fast food restaurant serving roast beef. Arby’s diverse menu offers something for everyone.
weaknesses
Arby’s is promoting new premium products such as the gyro wraps.
Arby’s can start to follow the trend of value meals. Consumers are starting to enjoy smaller portion sizes, which can help Arby’s promote sliders.
The prices are more expensive in comparison to competitors. Arby’s locations are generally inconvenient.
There are constantly new deals and promotions mailed to consumers.
Arby’s does not have direct competition in the roast beef market.
{ {
Arby’s is not top of mind in fast food industry.
Trends involving eating healthier are constantly increasing.
threats
Arby’s direct and indirect competitors are top of mind and has cheaper menu options. Direct competitors such as Subway are generally selected first as sandwich options.
CREATIVE STRATEGY After a few years of inconsistency and changes in the Arby’s brand, Arby’s has now established itself as a quick service restaurant that offers a variety of higher quality meats than its competitors. With those offerings in mind, the “We Have The Meats” campaign was born. Arby’s new brand voice is witty, confident, genuine, and isn’t afraid to say what’s on their mind. They take their food very seriously, but not themselves and that comes through in their ads (i.e. Vegetarian Hotline, Pepsi commercial, Jon Stewart commercial). Arby’s visual identity is bold and simple with 3 main colors: red, black, and offwhite. Their ads feature “the meats” prominently with simple, bold, headlines in the typeface Rockwell Extra Bold and Helvetica Neue Condensed Bold for body copy.
ROCKWELL EXTRA BOLD Helvetica Neue Condensed Bold
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CAMPAIGN
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COMMUNICATION DIRECTION communication objectives
To increase awareness and develop the same passion for premium items such as the brisket and gyro in the 2018 fiscal year.
strategy
Generate interest in and trials of Arby’s premium products by breaking the campaign into phases to guide low-usage consumers through the product consideration set from awareness to loyalty, emphasizing the variety of choices offered and utilizing a mix of promotional tactics.
rationale
Arby’s has consistent and versatile food offerings since 1964, owning the slogan, “We’ve got the meats.” Arby’s filling, good mood food unapologetically stands against societal food bullies and breaks the food barrier without breaking the bank. It’s hearty choices spice up life and disrupt the definitive. It’s no risk, all reward.
INCREASE awareness and passion
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THROUGH
CONSISTENT cross channel messaging
USING
CONSUMER-LED tactics
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MARKETING DIRECTION marketing objective
To increase unit sales of Arby’s premium sandwich products by 5% for the 2018 fiscal year.
strategy
Promote Arby’s premium items such as the brisket sandwich and gyro to Arby’s low-usage consumers by increasing awareness and encouraging trial.
rationale
Arby’s roast beef sandwich and curly fries have established top-of-mind awareness and customer loyalty. Consumers are not as aware of the premium offerings as they are of the classic roast beef. By increasing awareness of and building the same passion for the premium sandwiches as the roast beef and curly fries, the campaign will generate excitement, trials, and sales of the premium sandwiches.
INCREASE premium sandwich sales by 5%
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THROUGH
INCREASING awareness
USING
ENGAGING and innovative tactics
10 GALLON HEARTS Arby's 10 gallon hearts are middle Americans that earn a relatively medium-high income that enjoy living a hearty lifestyle. 10 gallon hearts are likely to eat fast food at least once a week. 10 gallon hearts can be divided into 4 segments.
CAREER SUPERS Career Supers are 25-44 men and women that have a college education and are in the midst of building their career. They make around 60-75k a year at various sales, management, and business jobs. They like to experience new things and highly receptive to new products and offerings. Trying new things allows them to break free of their daily routine and office walls and feel liberated. Career Supers consider quality and variety to be two of the most important factors to any menu.
SELECTED AS CAMPAIGN TARGET MARKET
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CARNIVORES
TECH JUNKIES
MIGHTY MOMS
This segment consists of mainly young adult males that consider themselves to be meat afficinados. Carnivores account for the majority of Arby's consumers. They value high quality meat and are willing to pay for it. Carnivores will choose their restaurants based on the perceived ingredient quality. In their minds, the bigger the portions, the better. They want to get the bang for their buck. Once they find their favorite item they are unlikely to order anything different. Carnivores enjoy an active lifestyle, participiating in outdoor activities like hunting and fishing. Many are urban dwellers. Carnivores live a hearty, unapologetic lifestyle.
This segment enjoys trying new restaurants. Their adventurous nature and medium-high income supports their "Treat-yo-self" attitude towards life. Tech Junkies are young adult men and women that are primarily single, competitive, snarky, and always on the lookout for the next best thing. They want to be the best, and the want to eat the best. Their active presence on social media makes it easy to create brand affinity by captivating their short attention span with witty conversation. However, even though they have the money and the awreness, it is difficult to convert their growing affinity to evoke visitation.
Mighty moms purchase food on behalf of themselves and the rest of the people in their family. They are attracted to variety, as they have many different tastes and preferences to cater to. They are interested in finding healthy options and high quality products to provide for their family. Although currently stable financially, they have a rational value for money and make purchase decisions based on what they perceive to be the best value.
CAMPAIGN TARGET MARKET: CAREER SUPERS
meet
AMANDA
NAME: AMANDA AGE: 41 JOB: SENIOR ACCOUNTANT RELATIONSHIP STATUS: MARRIED Amanda graduated from the University of Georgia as an Accounting major and now works as a Senior Accountant in Atlanta, Ga. She loves her job and wouldn’t trade it for the world. Everyday she comes home to her loving husband, Jake, and her three children Alice, Laura, and Beth. She loves any type of food from gourmet to pizza. She could never turn down an outing with her husband and friends because she enjoys other people’s company. Although Amanda is very outgoing and loves to try new things, she has to make sure her family will enjoy what she brings to the table. She isn’t afraid to spend a little extra money on new ideas or items she would like to give a try.
meet
JAMES
NAME: JAMES AGE: 27 JOB: SALES AND MARKETING MANAGER RELATIONSHIP STATUS: SINGLE James is a Sales and Marketing Manager who graduated from the University of Tennessee 5 years ago. James isn’t overwhelmingly health conscious and typically buys fast food for lunch or dinner a couple of times a week. He chooses to enjoy life the way he wants to and spends a lot of his free time exploring bars with his close group of friends or eating some pizza while watching his favorite television show. James occasionally ventures out to try new things but nothing too far out of his comfort zone or out of the norm.
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BRAND ESSENCE ATTRIBUTES
BENEFITS various meat options
alternative burger option
consistent
slow roasted beef
fulfilling
quality ingredients
simple
good atmosphere
classic
national chain comfortable valued
witty
BRAND ESSENCE arby's packs the premium protein.
category originator
satisfied
dependable
category leader consistent quality
SOURCE OF AUTHORITY
i value quality i enjoy eating meat
i appreciate options i am unapologetic about my food choices
not guilty
HOW IT MAKES ME FEEL
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non-traditional
PERSONALITY
WHAT IT SAYS ABOUT ME
CREATIVE BRIEF client Arby's key fact In today’s society, people are so consumed by working long hours, trying to spend quality time with family and friends, and other aspects of life. Daily routine is ingrained. Sometimes, it’s nice to shake things ups.
challenge People are not as aware of Arby’s range of quality premium
items in comparison to Arby’s famous roast beef sandwich and curly fries.
objectives Create awareness and passion for premium items such as
the brisket, gyro, and pork belly that loyalists currently have for the staple roast beef and curly fries.
target audience
your perfect match.
support Arby’s has had consistent and versatile food offerings since 1964, owning the slogan, “We’ve got the meats.” Arby’s filling, good mood food unapologetically stands against societal food bullies and breaks the food barrier, without breaking the bank. It’s hearty choices spice up life and disrupt the definitive. It’s no risk, all reward.
tone and manner Witty, confident, genuine, and cheeky mandatories Social media tactics • Snapchat Filter
• Pop Up Meat Markets
• Buzzfeed quiz
• Traditional Media
• Attended College
• Social media ads of sandwich “profiles”
• Arby’s Guide to Dating
• 25-44
• In-store promotion
• Microsite
Primary Audience: • Men/Women
• Sales, office management, finance jobs • More daring and willing to try new things that is in line with their standards • More disposable income for Arby’s premium sandwich offerings
insights Many survey respondents said they like Arby’s, but it is not a
top-of-mind choice amongst other fast food chains, especially considering its variety of premium offerings.
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promise Arby’s premium sandwiches offer you all the choices to find
• Sandwich Bachelor
CAMPAIGN CONCEPT MEAT MATCHMAKER In the fast-paced world we live in, it’s easy to get caught up in our typical routines and choices. When something is so ingrained in your day-to-day life, you don’t even know that better options are out there. That’s where Meat Matchmaker comes in. Much like getting out of a bad relationship, breaking the cycle of boring fast-food can be challenging. Arby’s and Meat Matchmaker makes it easy by courting the consumer and giving them all the information they need to fall in love with their new favorite; an Arby’s Signature Sandwich. With Arby’s tone and “We Have The Meats” in mind, we decided to further emphasize Arby’s variety of quality offerings, especially the new Signature Sandwiches. The Signature Sandwiches include very unique options that distinguish Arby’s from its competitors such as a roast beef gyro, turkey gyro, smokehouse brisket, and an Italian sub. The biggest insight we pulled from our survey was that people like Arby’s, but it’s not top-of-mind over other fast-food restaurants. Since the Signature Sandwiches are so different than the traditional quickservice restaurant offerings, we decided to play on the idea of “breaking up” with the boring, predictable fast-food usual suspects and try out an Arby’s Signature Sandwich. From there, we envisioned our strategy and executions in phases that correlate with the phases of dating; breaking up, on the market, speed dating, and commitment.
"people like arby's, but it's not top-of-mind over other fast-food restaurants.."
break up with the boring, predictable fast-food options that traditional QSR restaurants offer
We’ll use Arby’s established, confident, funny tone to convince consumers that they can and will fall in love with the signature sandwiches. In each one of these stages, we have corresponding deliverables that encourage consumers to “get to know” the Signature Sandwiches. We kept Arby’s existing color scheme, typefaces, and confident/witty tone in this campaign so that it complements the well established “We Have The Meats” campaign.
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NOW THAT WE KNOW ARBY'S HAS THE MEAT... IT'S TIME FOR CONSUMERS TO MEAT THEIR MATCH 27
arby's premium sandwich push november 2017-july 2018
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CAMPAIGN PHASING
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PHASE ONE
PHASE TWO
PHASE THREE
PHASE FOUR
awareness
consideration
trial
brand loyalty
Single and in search of true love/ Realizing the spark is out
Crush/ Rekindling
Speed Dating for Sandwiches/ Double Dating
Commitment
In the first phase, we will generate more brand awareness through mostly traditional media such as a pre-roll ads, commercials, and a billboard that all point the user towards our microsite, meatmatchmaker.com. Our Meat Matchmaker pre-roll ads heavily emphasize the stages of a break up and finding a new relationship, which we correlate with breaking up with boring fast-food and “dating” the Arby’s Premium Sandwiches. The tone of these ads aligns with Arby’s witty, tongue-in-cheek voice and plays up the ridiculousness of falling in love with a sandwich.
In phase two, we will continue to run the traditional ads, but the consumers will be primarily engaging with our microsite which will house the Meat Your Match webseries. This Bachelor-like series with the sandwich personas as the contestants, will allow the target audience to identify with the sandwiches and really own the brand. We’ll then further these associations with a “Which Meat Your Match contestant is your perfect match” buzzfeed quiz to generate further brand association and motivate consumers to go try the sandwich they matched with.
Now that consumers know what all the sandwiches have to offer, it’s time to play the field. In this phase, we will roll out an in-store promotion that has the five sandwiches in slider form, for only $5. This way, if the consumer is still on the fence, they can “speed date” without committing and then decide their favorite. We will also have pop-up “Meat Your Match” booths at various festivals throughout the summer. At the booths, people will be able to try the premium sandwiches and mingle with other festival go-ers. These pop-ups will have a snapchat filter to create even more awareness and buzz.
In our final stage we will achieve brand loyalty and encourage consumers to “commit” to their new favorite Signature Sandwich. We will have our final Meat Matchmaker ads running and create social content for consumers to engage with and claim their sandwich on Arby’s already wellestablished social media channels.
Single and in search of true love/Realizing the spark is out
Speed Dating for Sandwiches/ Double Dating
Commitment
PHASE ONE
PHASE TWO
PHASE THREE
brand awareness
consideration
trial
brand loyalty
Traditional Media
Web Series
Pop up meat market events
Social media
Sandwich Profiles
Snapchat filter
Traditional media
Coupon
Social media
Billboard Pre-roll ad Facebook & Twitter Content #MeatYourMatch MeatMatchMaker.com
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Crush/ Rekindling
Buzzfeed quiz In-Store Promotions
PHASE FOUR
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MEDIA media strategy For our Meat Your Match campaign, we recommend using both traditional and nontraditional media. We recommend cable television, outdoor, internet, and events in order to meet our media objectives. According to our research, consumers in our target market have favorable opinions of Arby’s, but it is not in their evoked set when thinking of premium products in the QSR market. We would like to increase the awareness of Arby’s premium products by starting with commercials on cable television, internet pre-roll ads, and billboards that make consumers well-aware of Arby’s premium product offerings and lead them to think of Arby’s when considering premium QSRs. We will follow that with a Buzzfeed quiz and and sandwich profiles that generate coupons and are shareable. It is our hope that this will drive traffic to our pop-up meat market events and speed dating/double dating in-store promos and social media promotions. To finish, we will tie the campaign together with more traditional media commercials and internet advertising that is homogenous with the initial stages of our campaign.
cable television
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out-of-home
rationale
rationale
We recommend cable television in the early stages of the campaign to reach more segmented parts of our target market. Our research shows that nearly 76% of our target audience watches cable television every day. By employing it in our media mix, we believe that we can create a more accurate understanding of Arby’s premium product offerings and inspire top of mind awareness when thinking about premium sandwiches in the QSR market.
Out of home provides excellent reach and frequency, billboards especially. They can be viewed from multiple vantage points by many people at once, 24 hours a day and 7 days a week. They also are often seen during a commute, potentially inspiring a consumer to stop at Arby’s on the way to their destination. The billboards we create will be viewed by members of our target market at least twice a day: on their way to and from work.
tactics
tactics
Our research shows that three of the top channels that are preferred by our target market are ESPN, TBS, and Fox News. The commercials that we will roll on these platforms will promote our Bachelor-themed webseries, creating a sense of unity in our message. They will be used at the outset of the campaign to begin bringing consumer’s attention to our premium offerings and then again at the end of our campaign to tie our unified message together.
As another arm of the initial stages of our campaign, we will be doing billboards in key locations of our targeted markets that will promote our premium bachelor sandwiches and encourage consumers to “try out” all of the contestants. This will further reinforce Arby’s in the evoked set of 25-44 year olds.
MEDIA
digital rationale
rationale
According to our research, 99% of consumers in our target market use the Internet. 73% of those users have broadband access in their homes, making it a large part of their daily media intake. Members of our target market use the Internet for everything from checking their email, getting news and weather, social media, work, and even entertainment purposes. By using this media channel, we have the opportunity to target individuals based on their lifestyles and purchase behavior.
The markets that we have chosen have many opportunities for pop-up events. Austin has Austin City Limits, Atlanta hosts Sweetwater 420 Fest, Fall Fest, and the Greater Atlanta Beer Festival, New York City is the site of Central Park Summer Stage, Feast of San Gennaro, and the Macy’s Thanksgiving Day Parade, San Francisco offers both the St. Patrick’s Day parade and a very large Pride parade that attracts many people from all over the US. Chicago is the home of Lollapalooza, Chicago Jazz Fest and the Chicago Marathon, and Boston hosts the American Craft Beer Fest and a St. Patrick’s Day parade. All of these events are perfect for Arby’s to host pop-up events because the vast majority of attendees will fall into our target market. We also will be doing in store promos to encourage customers to try the premium offerings on site.
tactics We will be doing the heaviest advertising through this media channel. Arby’s will have a Buzzfeed quiz matching consumers to a sandwich that generates a shareable link and a coupon for their respective sandwich, Facebook/Twitter ads to reach consumers during their daily routines, pre-roll ads before Youtube videos, sandwich profiles that focus on Arby’s premium sandwiches and their unique characteristics, and a Snapchat filter that can be used when on-site at Arby’s and our events. We will be centering our Internet advertising around a Bachelor-themed web series that will feature the sandwiches as contestants and will have a new episode every week. All of our Internet efforts will be tied to a microsite and our success will be measured in this fashion.
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events
tactics Arby’s has chosen several high profile events which to host pop-up meat markets. These meat markets will promote the premium products for purchase, focusing on each market’s respective sandwich that it most closely aligns with, but also not limiting consumers to only purchasing that sandwich. In the pop-up sessions, there will be stands that are set up inviting people to sample the premium products while mingling with others. We will also employ hidden cameras to record the reactions of consumers to Arby’s premium products in real time and create a commercial from them to roll before Youtube videos and on social media platforms. Our in store promos will include tray liners, tri-fold displays on table tops, and special packaging boxes that incorporate our “Meat Your Match” theme.
FUTURE RECOMMENDATIONS media not recommended
future media recommendations
We do not recommend radio or magazines for this campaign because our objectives are to increase awareness and reach consumers in convenient environments that integrate seamlessly into their everyday lives. Neither magazines nor radio are preferred media outlets for our target market, and we think that money would be wasted on both of those platforms, making them highly cost ineffective.
With a larger budget, we recommend more pop-up events and even a “second season” of our Bachelor themed web series. We also recommend with a larger budget that network television spots be used in addition to cable television in order to increase reach nationwide and give this campaign maximum effectiveness.
value added opportunities With our Internet and social media efforts, we have the potential to generate an extremely high degree of virality due to the shareability of the content we are pushing. Everything that we are doing, from the Buzzfeed quiz to the web series will be able to be shared among friends and linked back to individual users, creating the opportunity for consumers to further identify themselves with Arby’s as a brand and inspire loyalty in a long-term fashion.
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future strategic recommendations In the future we propose that Arby’s continues to engage with consumers where they already are creating shareable content that increases brand excitement. Engage with customers through interactive and engaging content both online via social media and in-store.
CREATIVE DIRECTION With Arby’s tone and “We Have The Meats” in mind, we decided to further emphasize Arby’s variety of offerings, especially the new Signature Sandwiches. The Signature Sandwiches include very unique options that distinguish Arby’s from its competitors such as a roast beef gyro, turkey gyro, smokehouse brisket, and an Italian sub. Since these are so different than the traditional quick-service restaurant offerings, we decided to play on the idea of “breaking up” with the boring, predictable fast-food usual suspects and try out an Arby’s Signature Sandwich. From there, we envisioned our strategy and executions in phases that correlate with the phases of dating; breaking up, on the market, speed dating, and commitment. In each one of these stages, we had corresponding deliverables that encourage consumers to “get to know” the Signature Sandwiches. We kept Arby’s existing color scheme, typefaces, and confident/witty tone in this campaign so that it complements the well established “We Have The Meats” campaign.
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TV SPOTS Our traditional media is designed to heavily bookend the campaign as well as act as a constant presence throughout. The four main campaign commercial spots are intended to introduce the campaign concept. They are also intended to constantly drive traffic to the microsite. These media must include #MeatMatchmaker and the website URL. A second set of commercial spots also work to create buzz and generate interest in the web series, in an air of mystery and horror. These spots must include the title of the web series “Meat Your Match,” the premium date, #MeatYourMatch and the website URL as they are consistently in line with the goal to direct people to the microsite where they will find the web series, sandwich profiles, Buzzfeed quiz, and in-store promotion. Three of the four main campaign spots, “Breaking Up” through “Dating,” are intended to run through the first three phases of the campaign, while the fourth, “Committing,” is for the final phase only. These four “stages of dating” correlate to the phases of the consideration process and what stage of the relationship the consumer will be with Arby’s by the end of the campaign.
EXAMPLE SPOT: BREAKING UP
SCRIPT
SHOT LIST/ACTIONS
2. Jon Stewart, THE MEAT MATCHMAKER (V.O.): “Tired of the same old, same old? Wanting to try new things but being held back?”
Shot 1
Shot 6
Call card: “Advice from THE MEAT MATCHMAKER:”
A hand aggressively throws the nondescript greasy sandwich away.
4. *sound effect as call card appears - either a thump or cheesy harp noise associated with romance
Shot 4
Shot 2 A couple is sitting on a couch, blankly watching TV. The woman reaches over and pulls out greasy, fast food. A close up on the couple reacting with disgust.
Shot 7 Call card: “STEP TWO” Shot 8
Call card: “BREAKING UP WITH BLAND”
The woman aggressively drags her boyfriend (or girlfriend) off the couch and into Arby’s.
Shot 5
Shot 9
Call card: “STEP ONE”
Call card: “#MeatMatchmaker” and below that “www. meatmatchmaker.com”
9. *sound effect as call card appears - either a thump or cheesy harp noise associated with romance
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
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OUT-OF-HOME Our traditional media is designed to heavily bookend the campaign as well as act as a constant presence throughout. Out-of-Home media serves as a method to introduce the campaign concept and constantly drive traffic to the microsite. Each billboard will contain creative that is pointedly short and humorous. These media must include #MeatMatchmaker and the website URL.
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
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"MEAT YOUR MATCH" WEB SERIES The campaign will create a web series called “Meat Your Match” in order to provide entertainment in general and create buzz around Arby’s new premium products. The series will be hosted on the aforementioned microsite. The web series will also be hosted on Arby’s Youtube channel, which will also include links to the microsite. The web series will be similar to the well-know reality tv show, “The Bachelor.” It will be hosted by THE MEAT MATCHMAKER, Jon Stewart, who the brand already has a comical, public relationship with. Each premium product will have names and different personalities representing various cities from all over the continental United States. The videos will be posted weekly on YouTube and the “Meat Matchmaker” microsite starting in Phase Two of the campaign and will continue through Phase Three resulting in naming the winner of the show. The videos will be witty and entertaining with the goal of providing a good laugh in true Arby’s fashion. One of the videos that will be posted will be your typical hometown episode that almost any dating reality show provides. The hometowns of the premium products will be visited, and secrets will surely unfold about each product. The approximate budget cost for the production of the web series will be $350,000.
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
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SANDWICH PROFILES The sandwich profiles, housed on the campaign’s microsite, are tongue-in-cheek personifications of Arby’s premium sandwich offerings. However, these aren’t just premium sandwich profiles. These are also the profiles of the contestants on the web series “Meat Your Match,” a “Bachelor”-esque, “reality” show. This is why the sandwiches have more human nicknames in addition to their own, that play off the original sandwich names. These contestants are the sandwiches’ “mini-me’s” and represent them on the show and in spot promotions.
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
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BUZZFEED QUIZ Specifically for the younger end of our target market, there will be a buzzfeed quiz. The quiz will match the consumers to one of the contestants from the “Meat Your Match” web series. Maybe the consumer thought that the traditional Roast Beef sandwich was their perfect match, but come to find out the Smokehouse Brisket was the one all along. The purpose behind the quiz will help create more buzz about the new premium products on the menu. The quiz will hopefully make the user feel more connected to and aware of Arby’s new menu options. The quiz will also be shareable on social media, which will generate more buzz from the user’s friends and followers. The quiz will help direct traffic to the “Meat Matchmaker” microsite and to in-store promotions. The approximate cost to host content on Buzzfeed is will be a minimum of $100,000.
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
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IN-STORE PROMOTIONS The production cost for the following in-store promotions will be $400,000.
speed dating packaging Arby’s would like to give everyone the chance to try out the new premium products. So, throughout Phase Three, a speed dating promotion will provide consumers with that chance. The promotion will allow consumers to try 5 of premium products in the form of sliders for $5. The idea is to allow consumers to treat the sliders as if they were dates. They will be able to test them out in order to figure out which sandwich is right for them. The promotion will be announced by staff before the customer orders, on the drive thru menu, and also via window clings on the restaurant buildings. The in-store promotion will hopefully allow people to give the products a try and return for the full sized item.
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
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IN-STORE PROMOTIONS origami heart Outside of the Speed Dating promotion, with every order a customer makes, and origami shaped heart will be provided either in the bag or on the tray. When the heart is unfolded, the microsite’s URL and a picture of one of the premium product will be on the inside. The heart will serve as a way to promote the different premium products and direct customers to the microsite and create more buzz around the campaign.
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
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POP UP MEAT MARKETS
During Phase Three, Arby’s will host various “Meat Your Match” pop up events at various social events and festivals throughout the United States. These pop ups will promote the new premium options available for purchase. During each popup session, tables will be set up that invite people to come and try out the premium items while mingling with other customers. There will be hidden cameras during each event that will record people’s reactions to the new menu items, which will later be formed into a video and placed on the microsite. The purpose of the pop up events is to create awareness about the Arby’s new menu options and create buzz around the campaign by engaging the consumer in an interactive event that connects them to an Arby’s product and continue to affiliate Arby’s with its fun and humorous tone. In order to attract people to the Arby’s booths, free sliders and drinks will be provided for people who participate in our interactive quiz and other games. There will be features of the Sandwich profile, and the product feature will change according to the city where the event is being held. The featured product were chosen according to which market they resembled. The YouTube Influencer Daym Drops will also participate in multiple of the events in order to interact with the crowd and act as a hype man in order to draw more people to the booths. The cost for these events including paying for influencers, booths at the festivals, and providing of food samples will be approximately $350,000.
PHASE ONE
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PHASE TWO
PHASE THREE
PHASE FOUR
pop-up event snapchat geo-filter
pop-up events & featured products atlanta
Featured Product: Smokehouse Porkbelly Events: Sweetwater 420 Fest (Late April), Candler Park Music Festival (June)
austin
Featured Product: Smokehouse Brisket Events: Old Settler’s Music Festival (April), Keep Austin Weird Fest (June)
boston
Featured Product: Loaded Italian Events: American Beer Fest (June)
chicago
Featured Product: Chicago-Style Beef Dip Events: Chicago Ale Fest (June), Pitchfork Music Festival (July)
new york cty
Featured Product: Double Stack Reuben Events: Central Park Summerstage (May), Hot 97 Summer Jam (June)
san francisco
Featured Product: Turkey Gyro Events: Union Street Festival (June), Pride Festival (June)
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MICROSITE www.MeatMatchMaker.com
Throughout the campaign, there will be a microsite that will engage our main target market. Consumers will be able to access the link “meatmatchmaker.com” in order to keep track of the beginning of the campaign, the end, and everything else in between. The pre-roll advertisements and other traditional media, sandwich profiles, and buzzfeed quiz will direct consumers to the microsite and create continuous traffic throughout the different phases of the campaign. During Phase One and Two, information about the campaign and the “Meat Your Match” theme will be introduced, which will allow customers to get on board and learn more information about promotions and future events. The web series “Meat Your Match” will also be introduced during this phase. During Phase Three, the microsite will host information about the various “Meat Your Match” popup events, such as their locations and what to expect during the event. Also, users will be able to access the sandwich profiles, which will talk about the different sandwiches and their “personalities” and finally view the winner of the “Meat Your Match” web series. Throughout the entire campaign, the microsite will have a live feed of posts made by people using the campaign’s hashtags “#meatyourmatch” and “#meatmatchmaker.” The “Meat Your Match” microsite will have a production budget of $25,000.
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PHASE TWO
PHASE THREE
PHASE FOUR
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EVALUATION
digital buzzfeed quiz “meat matchmaker” Track social media shares
microsite & web series Track social media shares Track traffic on website Track CTR Measure unique visitors & overall site visits
promotional tactics
pop-up meat markets
hashtag (#meatyourmatch,
#meatmatchmaker)
Will be monitored throughout the campaign to evaluate involvement Track in social media posts through various platforms (FB, twitter, insta, youtube)
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in store tactics
Track engagements/traffic
In-store boxes/tray liners/ table tri-folds
Measure amount of coupons given out/ “dates” had
Sales conversions
Measure number of attendees at meat market promotions Measure time spent at promotion
Track the number of coupons redeemed (via boxes) Measure the number of tray liners distributed
Evaluate feedback
Evaluate amount of time users spent on the site Measure key word searches (Ex. Meat your match, Arby’s sandwich date)
in-store promotions
content analysis traditional media commercials Nielsen ratings
billboards Impressions
Compare previous sales statistics Use social media tools to track customer opinions Track news and editorial coverage Measure press clippings Track blogs and other social forums about campaign Try and gauge brand loyalty·
FUTURE RECOMMENDATIONS In order to keep Arby’s top of mind and pertinent to modern consumer relations, Odyssey believes that Arby’s should continue to follow the comical, comprehensive, and up-to-date practices that the “Meat Your Match” campaign encompasses. By continuing with these types of experimental marketing tactics, Arby’s will be placed above and beyond common marketing efforts made by competitors. We believe that Arby’s should continue to use these practices that establish personal relationships with their consumers, and keep them involved and connected through the various platforms used in this campaign. Digital media proved to be an important part of the “Meat Your Match” campaign, so Odyssey encourages the continuation and expansion of these platforms. Keeping the consumer involved through the social media, the micro-site, and other contests and quizzes helps them remain connected, engaged, and part of the conversation. If successful, Odyssey recommends expanding the pop-up Meat Markets to other locations nationwide and continuing the trend of matching consumers with a sandwich, and the buzz and awareness that comes along with it. This will strengthen consumer awareness and keep Arby’s affiliated with the humorous, unique tone that they encapsulate so well.
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APPENDICES
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imc budget breakdown
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media plan
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SURVEY Welcome, and thank you for taking part in this short, self-directed questionnaire. This instrument is part of a study conducted by actual advertising seniors at the University of Georgia, as part of their capstone campaigns course. We appreciate you taking your valuable time to provide honest, straightforward answers to the following questions. This collection of inquiries is designed to help researchers better understand consumers’ quick service restaurant (QSR - “fast food”) category behaviors, preferences and habits. Please feel free to be as candid as you like. Your cooperation and genuine responses are truly appreciated and will help guide actual future communication efforts. Your responses will be kept 100% confidential at all times and will be used solely for the purposes of this particular study. Once again, we appreciate your time and consideration in advance. How likely are you to eat at a fast food chain at least once a week? Never likely Not likely Somewhat likely Likely Very likely In an average week, how frequently do you purchase food from a fast food chain? 0 times 1-2 times 3-4 times 5-6 times 7-8 times 9+ times When do you go to fast food establishments? Select all that apply. Morning Afternoon Evening Late Night At more than one time during the day
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Do you usually eat fast food: Alone
With one other person In a group of three In a larger group How much do you usually spend on fast food weekly? $0 $1 - 10 $11 - 20 $21 - 30 $31 - 40 $41+ Do you usually: Go through the drive-through/take it to go Sit and eat Depends on if I’m with people - I’ll sit and eat if people are with me
Are you a vegan/vegetarian/pescatarian? Yes No In a few words, describe your feelings toward meat and its relevance in your life. Number the following factors in the order of importance to you in determining what fast food chain to purchase food from. Choose 1 as the most important and 10 as the least important. Taste Price Hours of Operation Cleanliness Safety Reputation Nutritional Value Number of Menu Offerings Convenience Promotions/Sales Do you make your decision on which fast food chain to eat from based on whether it serves Coca-Cola or Pepsi? Yes No
Sometimes Do you prefer: Coca-Cola products Pepsi products Both Coca-Cola and Pepsi Neither Rank the following in terms of the frequency you visit them in a month with 1 being the most visited and 6 being the least:*Possibly need someway to mark if they never go to any/some of them (and which ones) McDonalds Burger King Wendy's Chickfila Zaxby’s Arby’s Rank the following in terms of quality of their sandwiches and the contents of those sandwiches, with the 1 being the highest quality and 4 being the lowest: Subway Arby’s Jimmy Johns Firehouse Which of the following factors are important to you when ordering a sandwich? Please select 3 and order them from most to least important Sandwich meat Bread Toppings Cheese Sauces Selection of specialty sandwiches
What do you usually order at a fast food restaurant? Burger Fries Fried chicken Sandwich Pizza Other How do you get your news? Online Social Media TV Radio Newspaper Blogs Which social media outlets do you use? Facebook Twitter Instagram Snapchat None Do you follow any fast food chains or restaurants on any social media networks? Yes No In the past week, can you recall any advertisements, promotions, articles, or media mentions of a fast food chain? Yes No I don’t know I don’t pay attention to ads at all Are there any fast food chain advertisements that have stuck out to you? Yes If yes: Name the chain and the ad if possible No I don’t know I don’t pay attention to ads at all
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Match the slogan with the brand We have the meats --- Arby’s Where’s the beef? --- Wendy’s Have it your way --- Burger King I’m Lovin it --- McDonald’s Eat Fresh --- Subway
How many children do you have: 0 1 2-3 4-5 6+
Age Range: 18-24 25-35 36-50 51-70 71+
What is your level of income? Unemployed/not currently working <$10,000 $10,000-$30,000 $30,000-$50,000 $50,000-$70,000 $70,000-$90,000 $90,000-$110,000 $110,000+
Gender: Male Female Prefer not to answer
If you are currently working, how would you classify your job? Professional Trade vocational associates Not currently working
What is your highest level of completed education? Did not finish high school High school diploma/GED Associate’s/technical degree Bachelor’s degree Master’s degree Doctorate/PhD/JD/MD Currently a student
Please specify your ethnicity White Hispanic or Latino Black or African American Native American or American Indian Asian / Pacific Islander Other
Employed Unemployed Student Other Relationship status: Single In a relationship Married Divorced Other
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What political party would you say that you most closely align yourself with? Democrat Republican Independent Prefer not to answer