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SuperBrands '96 Category Ranking: FAST FOOD

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Though hamburger chains continue to dominate, fast-growing Taco Bell surpassed Hardee's. Little Caesars ($1.9 billion in sales) fell out of the Top 10.
Brand Co. Name, Location
Lead Agency, Location
Sales (millions)
Media Expenditures (millions)
1 McDonald's McDonald's, Oak Brook, IL
Leo Burnett - Chicago
Sales: $14.9
Media Exp.: $424.6
2 Burger King Burger King, Miami, FL
Ammirati & Puris/Lintas - New York
Sales: $6.1
Media Exp.: $202.0
3 Pizza Hut Pizza Hut, Dallas, TX
BBDO - New York
Sales: $4.9
Media Exp.: $153.5
4 Taco Bell Taco Bell, Irvine, CA
Bozell/Salvati Montgomery Sakoda - Costa Mesa, CA
Sales: $4.2
Media Exp.: $154.8
5 Wendy's Wendy's International, Dublin, OH
Backer Spielvogel Bates - New York
Sales: $3.9
Media Exp.: $156.2
6 KFC Kentucky Fried Chicken, Louisville, KY
Young & Rubicam - New York
Sales: $3.5
Media Exp.: $132.0
7 Hardee's Hardee's Food Systems, Rocky Mount, NC
Tatham Euro/RSCG - Chicago
Sales: $3.4
Media Exp.: $49.9
8 Dairy Queen International Dairy Queen, Minneapolis
Campbell Mithun Esty - Minneapolis
Sales: $2.4
Media Exp.: $24.0
9 Subway Doctor's Associates, Milford, CT
Hal Riney & Partners/Heartland - Chicago
Sales: $2.2
Media Exp.: $71.4
10 Domino's Pizza Domino's Pizza, Ann Arbor, MI
Grey Advertising - New York
Sales: $2.1
Media Exp.: $70.5
Source: Technomic (sales); Competitive Media Reporting (expenditures)
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