Page 44 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Food and Drink | Fast Food

Chains like Chipotle and Panera it more With its claim of fresher ingredients, Action Points for Brand Building
Spotlight
squarely in the health trend as they offer Subway also beneits from the interest in Insight
food in a counter-service, fast food health. To underscore freshness, Subway
environment, but their value message is featured Kermit and Miss Piggy in a video Snacking between 1. Be healthy
3. Be fast

about more than price and includes both where the Muppets meet Subway meals highest in Given a choice, consumers today prefer Whether you call it fast food or QSR
quality and the dining room environment.
spokesman Jared Fogel and the Swedish Expectations rise for the US
to eat healthier. That doesn’t mean they’ll (Quick Service Restaurant), the essence
Chef Muppet prepares a sandwich loaded
Tim Hortons, which dominates the with vegetables.
food that’s healthy never indulge. And it doesn’t mean they’ll of the category is in the name. Speed
Canadian market with around 3,470 Snacking between meals is
restrict their diets to only green and leafy pertains to all aspects of the experience
and also fast
stuff. It does mean that when people eat from ordering to delivery and payment.
restaurants, takes a similar approach with Social and digital much more prevalent in the US out they want tasty but healthier versions In some categories customers may
an emphasis on hot meals, like lasagna, innovation
compared with China and Europe. of their favorite meals.
appreciate the convenience of mobile
served in a bowl to evoke a home cooked The fast food category continues This US snacking habit is one of
feeling. Like any fast food chain, Chipotle, to be value driven. But we’re the reasons that fast food brands wallet transactions, in fast food they’re
Panera and Tim Hortons deliver taste, but In a marriage of digital and restaurant seeing increased consumer are expanding menus to build 2. Be consistent
likely to expect it.

they emphasize the taste of ingredients theater, Pizza Hut, a leader in digital expectations for the healthiness business throughout the day and Along with their global success,
rather than sauces.
online ordering, experimented with and quality of the food they
not just at traditional meal times. McDonald’s and Starbucks share at least
in-restaurant ordering technology. A get both at supermarkets and People worldwide, and especially one other common characteristic. Their
Chipotle promoted its “food with tabletop functions like a giant interactive restaurants. There’s a movement in the US, say they consume restaurants are an important place in the
integrity” strapline with a social media screen and customers order by touching along the food chain that’s treats they know are unhealthy.
lives of customers. Customers regularly
video series called “Farmed and virtual pizzas and toppings.
starting to acknowledge pressure return because each brand consistently

Dangerous.” In one episode, a friendly for better food formulation and Eating snacks between delivers on its promise.
and entrepreneurial scarecrow tours a Wendy’s reached over 85 million improved treatment of animals. meals 2013
nightmarish cartoon depiction of Facebook users with a series of videos in We also see that the people who
industrial food production and then which a musical group adopted lyrics prepare these more considered US
begins its own fresh food business.
submitted by fans into “Pretzel Love menu offerings seem to have a
64
Songs” to promote the chain’s pretzel passion for the brand mission,
bacon cheeseburger. About three- which helps build the business.
quarters of participants accessed Insights: BrandZM BigData
Insight
Facebook with a mobile device.
Philip Herr
China

Senior Vice President, Client Management Millward Brown
Wendy’s subsequently announced that it Philip.Herr@millwardbrown.com
McDonald’s deines Salient (average brand = 100) 41
would accept mobile payment at roughly value, brand power
6,500 US locations. Burger King updated
Value equation its mobile app to allow smartphone McDonald’s 216
Europe
combines price, payments. Around 11 percent of weekly McDonald’s deines both value and
transactions at Starbucks US locations brand power in the fast food category. Next Top nine 106
quality, experience
22
are made with a mobile device. The brand The McDonald’s brand value is greater
upgraded its iPhone app to enable than the total of the next nine most
Chains like Chipotle and Panera customers to add a tip for the barista.
valuable fast food brands. This
bridge the gap between fast McDonalds’s has around 2,000 phenomenon relects consumers’ Awareness (average brand = 78%) Eating unhealthy
food and sit down casual. If In other social and digital marketing restaurants in China. Starbucks is present experience of McDonald’s as the brand treats 2013
in China with over 1,000 stores and is McDonald’s 98%
value is about price, quality and efforts, Burger King rolled out bkdelivers. expanding in India with Tata as a joint that spontaneously meets their needs US
experience, they over deliver com for home delivery and McDonald’s venture partner. Burger King announced far better than the main competitors
on quality and experience. The tweeted to build trafic during off hours, (saliency). McDonald’s also is the
Next Top nine 88%
brands might be a little pricier when people might feel like snacking.
plans to enter India with the Everstone most famous brand, which shows up
42
but their value equation works. Group as a joint venture partner. The in awareness.
chain controls around 13,600 restaurants Source: BrandZM database
It works because a lot of people Fast growing markets
worldwide, mostly franchises, over half China
today are looking for tasty and located in North America.
healthier versions of what they
normally eat.
Growth for fast food brands slowed in 35
China because of the cooling economy Brands are developing a presence in
Doug Poad
and food-sourcing issues, including a bird Southeast Asia, with McDonald’s and
lu scare that impacted KFC. With about Starbucks opening in Vietnam. And as if Europe
Vice President Director of Strategic Planning 4,600 outlets in China, KFC is recovering the usual challenges of global expansion
JWT Canada
from weakened sales over food safety weren’t suficient, KFC opened its largest
doug.poad@jwt.com
concerns related to its supply of poultry. drive-thru restaurant in Kiev, Ukraine.
31
A campaign to reassure Chinese
consumers began in late 2013.
Source: TGI 2013 / Base: All adults 18+
Percent who agree: I eat snacks on the move
rather than a proper meal; I treat myself to
foods not good for me. Europe includes the
UK, Spain, Germany and France.

86 BrandZM Top 100 Most Valuable Global Brands 2014
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