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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
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