2015’s marketing highs and lows

A look back reveals which restaurant chains struck out, and which ones knocked it out of the park. 

CEO Howard Schultz’s plan to start a race conversation in a post-Ferguson, Mo., world may have come from a genuine place, but the campaign—which encouraged customers to discuss race issues with a message written on the chain’s iconic cups—failed to resonate with Starbucks fans and was widely criticized in the mainstream media. 

Outcome: Swing and a miss

The casual-dining chain’s attempt at some levity aimed at the female anatomy drew criticism from followers as being immature and off-color, and was subsequently pulled off the social-media site. 

Outcome: Swing and a miss

The QSR peppered the year with innovative campaigns, including its #TacoEmojiEngine, but it upped the ante by offering free A.M. Crunchwraps to customers across the nation as part of its World Series-themed “Steal a Base, Steal a Breakfast” promotion. Though the event generated a good deal of buzz for the chain’s breakfast offerings, it came with a hefty price tag. 

Outcome:  Rounding first base

As part of its revamp effort, the burger chain made strides to recast its image on social media, seeking greater traction with millennials. And it’s been working, according to at least one executive, who told Digiday that testing showed improved brand perception as a result of updated creative.

Outcome: Rounding first base

After years spent as the butt of jokes made by “The Daily Show” host, Arby’s crafted a minute-long farewell montage for Stewart on his last day on the Comedy Central show. An atypical move, to be sure, but one that garnered more than 7,000 tweets about the brand in the 13 hours following its airing, according to Adweek. 

Outcome:  Homerun

Two thousand of the Never Ending Pasta Bowl passes, which entitle each holder to as much pasta and soda as they can ingest for seven weeks, this year sold out in less than one second.

Outcome: Homerun

Plagued by slipping sales and employee wage protests, the burger titan seemed able to do little right this year. Though some franchisees were less than enthused about the debut of all-day breakfast, the menu change resonated with McMuffin-hungry customers, spawned a media frenzy and stoked breakfast one-upmanship from several competing chains. 

Outcome: Homerun