Four Quick Service Restaurant Chains That Nail Campaigns to Perfection

Nothing says “we’re back to normal” like sitting down at a quick service restaurant (QSR) and ordering up your favorite burger, fries, or a chocolate shake. It’s almost like coming home to be able to enjoy these types of experiences again. QSRs also get props for creating memorable brands (both online and offline) that have sustained us during an unprecedented pandemic era. These restaurants have managed to stay on our radar screens through imaginative branding, even during the hardest days of lockdown living. Now that the restaurant industry is roaring back, let’s salute these examples of how chains have relied on national reach to create fun, engaging, and meaningful brands 24/7—during challenging times and beyond. 

Covid-19 Vaccination Campaigns 

Knowledge is power. And for QSRs such as McDonald’s, Krispy Kreme, and White Castle, meaningful engagement looks like clear communication and a focus on public health. In March, Krispy Kreme launched a bold campaign to encourage Americans to get the Covid-19 vaccine: anyone who could show proof of vaccination would get a free doughnut a day. Shortly after that, White Castle offered a free dessert on a stick for the vaccinated. Recently, McDonald’s launched a high-profile effort of its own. In a campaign called “We Can Do This,” the burger behemoth has been partnering with the Biden administration to provide Americans with reliable information about the Covid-19 vaccine. In May, McDonald’s used its Times Square billboard space to highlight vaccine information from trusted third parties like the WHO and CDC. More recently, McDonald’s hot McCafé cups and McDelivery seal stickers have featured the URL vaccines.gov, bringing attention to a site that provides intel on vaccination appointment locations and how to protect against Covid-19.    

Feel the Music 

QSRs also recognize the collective need to let go and just have fun—it’s been a tough year, after all. And for some brands, music is the way to reach out. 

Consider the Baskin-Robbins partnership with TikTok DJ Ian Asher. In a bid to underline the fun of summer 2021 (perhaps particularly resonant after the lockdowns of 2020), the ice cream chain is celebrating its “Creature Creations Into the Sea” campaign with a contemporary take on two Yacht Rock classics: “This is It” by Kenny Loggins, and “Brandy (You’re a Fine Girl)” by Looking Glass. As Shannon Blakely, Vice President of Marketing & Culinary, Baskin-Robbins, notes, “The key to any summer is a great soundtrack. We partnered with Ian Asher to remix two iconic Yacht Rock songs . . . and keep those summer vibes going.” Of course nothing says summer like ice cream, so a trio of cheerful sea-themed ice cream creations are part of the fun: ice cream flavors of choice topped with a “sea of sprinkles” and white chocolate accoutrements like a dolphin tail or sea turtle’s shell.  

Meanwhile, Wisconsin-based Culver’s celebrated the fact that its beloved Pretzel Bites were becoming a permanent menu item with an ‘80s-style power ballad and music video, “Dunked in Love.” The fun, campy spot, which features sing-along subtitles (and a bouncing Pretzel Bite to guide budding vocalists from verse to verse), has been promoted in social ads on Facebook and Instagram, collaborations with influencers, and with Instagram filters that allow Pretzel Bite aficionados to put themselves right into the feel of a classic ‘80s rock ballad video. Adweek, which notes that the singer’s “Dunked in Love” tee has gotten some love on YouTube, even has a name for what Culver’s is going for here—“Ballad Marketing.” 

Staff Love 

Though 2020 was undeniably hard on the restaurant world, more than 90 percent of Dunkin’ stores remained open during the pandemic. Now the coffee-and-donut company is celebrating the restaurant team members who helped make that happen, even as it hopes to attract additional talent. Starting on July 14, Dunkin’ kicked off a series of live social media events in which celebrity hosts like Maria Menounos interview team members to learn more about their lives behind the (pink-and-orange!) scenes at Dunkin’. According to QSR, Dunkin’ hopes to bring up to 20,000 new team members on board—and the interviews are a good way to give viewers a glimpse of what a job there might look like. Stephanie Lilak, SVP, Chief Human Resources Officer at Dunkin’, notes, “As America continues to reopen and Dunkin’ franchisees open their doors to new employees who embody the brand’s core values, we wanted to find a uniquely Dunkin’ way to provide a glimpse at life behind the counter and what team members enjoy most about their jobs.” Viewers not only learn more about what Dunkin’ has to offer its employees, they have the opportunity to win four grand prizes during each of the events.  

Lessons Learned 

These campaigns offer many lessons learned for the QSR industry on how to build fan and employee love through a smartly executed marketing strategy: 

• Be culturally relevant. The Baskin-Robbins and Culver’s campaigns tap into nostalgia for 1980s culture and yacht rock music – which has been particularly strong with Millennials.  
• Be purpose driven. By encouraging people to get vaccinated, McDonald’s connects with an audience that increasingly wants brands to make society better. During the height of the pandemic in 2020, consumers voiced a preference for brands to demonstrate what they were doing to make life better. McDonald’s was listening.  
• Mind your employee culture. As we’ve blogged, the QSR industry faces a labor shortage, and investing in employees is key to addressing the problem. The Dunkin’ campaign is an example of how to uplift employees. 
• Pick the right lanes. Notice how these campaigns tie into popular social media apps such as TikTok. Without question, TikTok rules in the QSR industry! Focusing on apps like TikTok is important for connecting with QSR lovers. 

For More Information 

IDX has deep experience helping QSRs build all aspects of their brands, ranging from recruitment to marketing. We recently published a guide to help QSRs, The 2021 Digital Marketing Guide for Restaurant Chains, which contains practical tips for how restaurants can thrive in the digital space in disruptive times and beyond. Download it here.