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Casual chains are hoping to put some pizzazz into their sales by incorporating plenty of literal sizzle into their latest TV advertising.
Last week’s 10 most effective spots, according to a ranking of engagement by tracking company EDO, abounded in sizzling items matched with a come-on price: $10, in the case of Chili’s Grill & Bar, for its three-course fajitas meals, and $16.99 for Outback Steakhouse, for its steak and lobster selections.
Upscale food items were the stars of all 10 of the week’s most effective airings. Chili’s alone accounted for four of the top spots, including the No. 1 rank. Applebee’s finished in three top 10 slots with its blitz for Irresist-A-Bowls, a new line of five bowl meals starting at $7.99.
The Irresist-A-Bowls were the only completely new items to be featured in the top 10 airings. Red Lobster landed the Nos. 2 and 4 positions with ads touting Lobsterfest, its annual push for lobster-loving bargain hunters. This year’s push included the kicker that the line of lobster specials is available this year for to-go as well as dine-in service.
Top 10 casual/midscale network primetime TV ads
Feb. 7 – Feb. 24 - Chili's 3 for $10 - Chicken and Steak Fajitas - 22.2 SEV
The Voice (NBC), Feb 24, 9.0M impressions - Red Lobster Lobsterfest to Go - 21.0 SEV
American Idol (ABC), Feb 23, 7.7M impressions - Chili's 3 for $10 - Chicken and Steak Fajitas :15 - 13.1 SEV
American Idol (ABC), Feb 23, 7.7M impressions - Red Lobster Lobsterfest to Go - 12.3 SEV
The Rookie (ABC), Feb 23, 4.9M impressions - Applebee's New Irresist-A-Bowls :30 - 10.9 SEV
Mom (CBS), Feb 20, 6.3M impressions - Applebee's New Irresist-A-Bowls :15 - 10.9 SEV
Bob Hearts Abishola (CBS), Feb 24, 5.4M impressions - Outback Steakhouse Lobster and Steak - It's Gone - 9.1 SEV
American Idol (ABC), Feb 23, 7.7M impressions - Chili's 3 for $10 - Chicken and Steak Fajitas :15 - 8.8 SEV
FBI: Most Wanted (CBS), Feb 18, 6.2M impressions - Chili's 3 for $10 - Chicken and Steak Fajitas - 7.9 SEV
Gordon Ramsay's 24 Hours to Hell and Back (FOX), Feb 18, 2.2M impressions - Applebee's New Irresist-A-Bowls :30 - 7.6 SEV
America's Got Talent (NBC), Feb 22, 2.6M impressions
Source: EDO
SEV = Search Engagement Volume |
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Peter Romeo has covered the restaurant industry since 1984 for a variety of media. As Editor At Large for Restaurant Business, his current beats are government affairs, labor and family dining. He is also the publication's unofficial historian.
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