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What's working in QSR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in the QSR category.

Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

Burger King UK: Go Whopper or Go Home

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Burger King, the restaurant chain, reversed declining sales in the UK by launching a series of TV commercials, OOH ads, and in-app and in-store placements that promoted it as the home of the Whopper.

KFC: Michelin Impossible – How an Aussie underdog took on the food establishment

Case Study • IPA (UK), Bronze and Best Small Budget, IPA Effectiveness Awards, 2020

Fast food brand Kentucky Fried Chicken (KFC) transformed public perceptions of its food quality and drove an incremental $91m growth in revenue in Australia with its campaign Michelin Impossible.

Stirring souls and selling bowls the wagamama way, through the secret power of cinema

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

British restaurant chain wagamama outperformed the market during the 'casual dining crunch' by using cinema to launch its campaign From Bowl to Soul.

The Dominos effect

Opinion • Faris Yakob, October 2020

Dominos is not a pizza company – it’s a tech company that happens to sell a lot of pizza, observes Faris Yakob, but embracing experience design means it competes on experience beyond product.

CMO Conversations: Matt Bushby, UK Marketing Director, Just Eat

Opinion • Anna Hamill, October 2020

Just Eat, a food delivery app, is one of the UK’s fastest growing brands. Matt Bushby, Just Eat’s UK Marketing Director, speaks to WARC’s Anna Hamill about working with new social media platforms such as Twitch and TikTok, the at-home opportunity, and the future of data-driven marketing.

Taco Bell and General Motors use connected cars to understand the impact of radio ads for consumers on the move

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, September 2020

Taco Bell, the quick-service restaurant chain, partnered with General Motors, the automaker, to better understand the impact of radio advertising on people travelling in cars.

Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.

McDonald's: The Surprise Chicken Expert

Case Study • Garron Chiu, Peter Rodenbeck, WARC Prize for Asian Strategy, Shortlisted, 2020

Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Silver, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

McDonald's: Put the 'BIG' back in 'BIG MAC'

Case Study • Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

Zomato: How Zomato won the game before the game

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

One-third of APAC consumers say they will visit the cinema less often after COVID-19

Data • Rob Clapp, WARC Data Points, September 2020

An overview of leisure activities in seven Asia Pacific markets after the coronavirus (COVID-19) outbreak.

YouGov Ad of the Month – US: Dunkin’

Opinion • BrandIndex, September 2020

Dunkin’, the coffee-and-donut chain, saw Ad Awareness increase by more than any other brand in the US during August.

Addressing the law of unintended consequences

News • 07 September 2020

If a product line is underperforming then it makes sense to remove it.

Piloting deletion: Naked Juicebar’s reverse nudge

Article • Brian Carruthers, Event Reports, Nudgestock, June 2020

Naked Juicebar lost sales when it removed a product line that appeared not to sell well – the reasons why were complex and important.

KFC leads in Vietnam but fast food growth slows

News • 01 September 2020

KFC is by far the most frequently visited fast food restaurant chain in Vietnam, with 45% of respondents visiting its stores often, according to the survey by Ho Chi Minh City-based market research firm Q&Me.

KFC: Rainy Day Delivery

Case Study • Nicholas Short, Zoe Ren, WARC Prize for Asian Strategy, Entrant, 2020

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

Burger King: Content Kitchen

Case Study • Vanessa Tan, Mark Haycock, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Burger King, the fast food chain, used its trademark humour to create huge cut through on a tiny budget in Singapore.

Jollibee Delivery: A Taste of Joy Trumps Technology

Case Study • Nanais Hernandez, Earl Javier, WARC Prize for Asian Strategy, Entrant, 2020

Fast-food chain Jollibee used a digital and mobile approach to boost calls to its sales hotline and cash in on the food delivery boom in the Philippines.

KFC: Celebrating Victory Together

Case Study • Nicholas Short, Jessia Zhu, WARC Prize for Asian Strategy, Entrant, 2020

QSR brand KFC used digital creative to build an exclusive membership for gamers, to tempt eSports fans in China during the League of Legends World Championships.

GrabFood: Delivery Doodles

Case Study • Sulin Lau, Jessica Seow, WARC Prize for Asian Strategy, Entrant, 2020

Food delivery platform GrabFood used an AI-based initiative to tap in to a new source of demand for local food delivery and reverse a short-term decline in Southeast Asia.

Pizza Hut: Female Gamers' New Hero

Case Study • Bella Yang, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Quick-service restaurant brand Pizza Hut used social media to get female gamers in China to vote for its female avatar to become a regular character in mobile game King of Glory.

KFC: Machine Woos Man

Case Study • Daniel Khor, Aparna Krishnan, Samuel Lee, WARC Prize for Asian Strategy, Entrant, 2020

QSR brand KFC partnered with Google to create a targeted campaign based on a viewer's choice of YouTube videos to relaunch its Popcorn Chicken product in Malaysia.

What we know about e-commerce and social commerce

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Four ways hard-hit retailers can overcome the coronavirus crisis

Article • Low Lai Chow, Event Reports

From handbags to hand sanitisers, the coronavirus impact on retail is challenging.
COVID-19 proves digital transformation is a business imperative that marketing must lead

Article • WARC Exclusive, March 2020

The coronavirus will hasten the digital transformation of vulnerable, traditionally-run consumer retail companies.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.