Dunkin Donuts Turkey Sausage sandwich
Dunkin’ Brands Inc. reallocated its marketing funds completely toward national campaigns, allowing the company to build brand awareness both in heavily penetrated markets and in those it has yet to enter.

Chains shift ad dollars toward national marketing

Quick-service brands like Dunkin' Donuts, McDonald's, Taco Bell and Domino's Pizza are using nationwide marketing campaigns to boost consumer awareness and leverage efficiencies.

Conventional wisdom holds that trying to be everything to everybody is a losing proposition for foodservice brands. But in restaurant marketing these days, an increasing number of chains are finding value in being everywhere.

Over the past several years a number of chains have shifted their marketing policies away from the dividing of funds between nationwide and local-store advertising to focusing on an all-national program.

This strategy often has been tied to a men

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Contact: Desiree Torres [email protected]

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