Applebee’s continued to dominate the past week’s casual-chain advertising, scoring seven of the top 10 positions in EDO’s weekly rating of commercials by their effectiveness. The segment held its focus on food, and largely new items at that. The focus of all seven high-scoring Applebee’s executions was the chain’s new Irresist-A-Bowls line. Chili’s landed the No. 8 slot with a 15-second spot for its new “fancy” three-for-$10 meal (the bundle includes steak as the entree), while Olive Garden snagged the No. 4 and No. 7 rankings with a 30-second promotion of its all-you-can-eat stuffed pasta offer.
Limited service chains, in contrast, turned their ad spotlights squarely on tried-and-true draws that have worked well for the brands in the past. McDonald’s, for instance, scored three of the top 10 finishes with commercials hawking breakfast and Quarter Pounders. Chick-fil-A landed the top two spots with airings of a commercial for the chain’s nuggets.
The commercials are ranked by EDO on the basis of their effectiveness, as indicated by a proprietary algorithm, Search Engagement Volume, that measures changes in online searches for a brand after one of its commercial airs. The tracking company has found that Googling a chain is typically the first step in the path toward frequenting it.
SEV = Search Engagement Volume
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