When it comes to advertising, gender can play a huge role for brands competing for dining dollars. The chains winning with their campaigns right now: chicken spots. When asked about the most memorable advertising, Popeyes, Chick-fil-A and KFC all ranked among the top five for either males, females or both.
Here are the operators earning top marks from each gender when it comes to memorable advertising, as well as one brand winning with both, and another creating a gap between genders, according to Techmonic data from the most recent four quarters.
Top among men: Popeyes
Men overall gave their highest ranking to the down-home style of Popeyes Louisiana Kitchen, with nearly half of the men surveyed strongly agreeing that the spot known for southern fried chicken, biscuits and sides has memorable advertising. While it wasn’t the top scorer for women, more than two in five agreed, placing it in third place overall with female diners.
Top among women: Jimmy John’s
Jimmy John’s marketing mantra of freaky fresh and fast food won praise from both genders, but scored particularly high with female respondents. Nearly half of female consumers strongly agreed that the quick-service sandwich shop has memorable advertising, giving Jimmy John’s the highest overall score among women. The chain also resonates with men, coming in fourth for memorable advertising among male respondents.
The gender gap: KFC
One brand making a noticeable impact on one gender over the other is Kentucky Fried Chicken, which resonates with women (right behind Popeyes in fourth place overall) but didn’t even crack the top 20 with men. Its advertising might not be the most memorable among fried-chicken chains, but the QSR's chicken did rank as the most craveable among all limited-service spots, finds Technomic.