SuperBrands 97 Category Ranking: FAST FOOD | Adweek SuperBrands 97 Category Ranking: FAST FOOD | Adweek
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SuperBrands 97 Category Ranking: FAST FOOD

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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 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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