SuperBrands 97 Category Ranking: FAST FOOD

Major chains went the non-traditional route to improve sales, save for ailing Hardee’s, which closed its Roy Rogers unit. Subway, Boston Market, Starbucks and assorted bagel chains saw rapid unit growth, while new co-branded partners suited up: Wendy’s/Tim Horton’s; KFC/Taco Bell; Dunkin’ Donuts/Baskin-Robbins; Einste!n/Noah Bagels and Arby’s/ZuZu.
Rank….Brand…………… Co. Name, Location
.Lead Agency, Location
…Sales (billions):
…Media Expenditures (millions):
1….McDonald’s…………McDonald’s, Oak.Brook, IL
..Leo Burnett, Chicago
…Sales: $15.9
…Media Expenditures: $489.3
2….Burger King…………Burger King, Miami
..Ammirati Puris Lintas, New York
…Sales: $6.8
…Media Expenditures: $251.8
3….Pizza.Hut…………….Pizza.Hut, Dallas
..BBDO, New York
…Sales: $5.1
…Media Expenditures: $164.3
4….Taco.Bell…………….Taco Bell, Irvine, CA
..Bozell/Salvati Montgomery Sakoda, Costa.Mesa, CA
…Sales: $4.4
…Media Expenditures: $171.9
5….Wendy’s……………..Wendy’s International, Dublin, OH
..Backer Spielvogel Bates, New York
…Sales: $4.0
…Media Expenditures: $160.7
6….KFC…………………..Kentucky.Fried.Chicken, Louisville, KY
..Young & Rubicam, New York
…Sales: $3.7
…Media Expenditures: $149.4
7….Hardee’s……………..Hardee’s Food Systems, Rocky.Mount, NC
..Tatham Euro/RSCG, Chicago
…Sales: $3.1
…Media Expenditures: $57.9
8…Subway………………..Doctor’s Associates, Milford, CT
..Hal.Riney & Partners/Heartland*, Chicago
…Sales: $2.6
…Media Expenditures: $85.3
9….Dairy Queen……….. International Dairy Queen, Minneapolis
..Campbell Mithun Esty, Minneapolis
…Sales: $2.4
…Media Expenditures: $27.1
10….Domino’s Pizza…..Domino’s Pizza, Ann Arbor, MI
..Grey Advertising, New York
…Sales: $2.1
…Media Expenditures: $79.5
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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