Applebee’s Dominates With Their Value-Centric Ads

For the first quarter of 2012, it was all about value meals in the restaurant marketing world. Advertising research firm Ace Metrix recently ranked all restaurant industry commercials based on its propriety Ace Score, which examines fow persuasive and effective advertisements are based on ratings from surveyed viewers. This study was dominated by casual-dining restaurants like Applebees and Olive Garden.

From January to March, casual-dining chain restaurants accounted for seven of the 10 top-scoring commercials. Most of these commercials broadened their appeal to several demographic groups, especially women, by incorporating food photography and other cues for food quality. They also presented low price points conveying a value message.

Olive Garden had three commercials in the list of 1o ads with the highest Ace Score in the first quarter – including the No. 1 and 2 spots. These lead the pack with Ace Scores of 653 and 643. The average score of commercials in the first quarter was 579 out of a possible 950.

Olive Garden’s top-scoring ad promoted its 3 Course Italian Dinner for $12.95. Tums not included.

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