Market Overview

Restaurants Push Ads, Gift Cards This Holiday Season

Restaurants Push Ads, Gift Cards This Holiday Season

Restaurant chains are pushing hard to convince consumers to order their food or to give a gift card to friends and families.

One of the winners so far is chicken sandwich chain Chick-fil-A, according to the publication Restaurant Business.

The Gift Of Time

Chick-fil-A released a 2-minute TV commercial in early December, breaking the traditional 30-second time limit, Restaurant Business reported.

The cartoon commercial features a young child giving a "gift of time" to her busy family; Chick-fil-A will mail a formal invite to friends or family to spend a specified amount of time on a specific activity.

The commercial earned the top spot in EDO's rating of TV ad effectiveness for its unique storytelling approach instead of the usual "day in, day out limited-time offer advertising," EDO's Bob Kraut told Restaurant Business.

Other standouts in the restaurant sector include Darden Restaurants, Inc. (NYSE: DRI), which released a series of commercials promoting its everyday value and its catering service, according to Restaurant Business.

Chains like Wendys Co (NASDAQ: WEN) and KFC kept their message to specific offers and delivery options.

The Gift Of Gift Cards

Restaurant gift cards are a hot item this holiday season, according to a National Restaurant Association press release.

More than 70% of people want to receive a gift card this holiday season, while 47% of all adults say they will give a gift card as a present. This figure is as high as 60% among consumers with children in their household.

Twenty percent of those who receive a gift card plan on using it as quickly as possible, while another 40% plan to save it for a special occasion, according to the press release. More than one-third of consumers plan on splurging and ordering more expensive items than usual when redeeming their gift card.

Related Links:

Chick-Fil-A's Beef With Popeyes Is Just The Latest Battle In The Chicken Wars

Goldman Digests Casual Dining Restaurant Stocks, Serves Up 2 Buys And 2 Sells

Posted-In: Chick Fil A Fast Food food National Restaurant AssociationNews Restaurants Media General Best of Benzinga


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