If it seems like you’re encountering more advertisements from restaurant companies everywhere you look—from television to your smartphone, streaming services, and social media—you’re not mistaken. This surge in advertising and marketing investment was a key topic in the latest earnings calls, with companies ranging from Brinker to BJs, and Shake Shack to Dutch Bros ramping up their campaigns. This strategy is being driven by several factors: a return to normalcy post-pandemic, brands expanding into new markets, and a need to maintain consumer engagement amid more selective spending habits.
Applebee’s CMO Joel Yashinsky highlighted the importance of adapting marketing strategies to consumer pressures, particularly among lower-to-middle income families. Similarly, Brinker has been emphasizing its value offerings, like the “3 for Me” deal, to attract customers. The company is planning significant advertising investments to boost traffic and sales.
Brinker isn’t alone in this approach. Potbelly and Shake Shack are increasing their marketing budgets, focusing on digital channels and customer engagement. Dutch Bros is using advertising to support its rapid expansion, while BJ’s aims to enhance its brand recognition. Domino’s is promoting its loyalty program and Pan Pizza, and Bloomin’ Brands plans a substantial increase in its advertising spend to gain a competitive edge.
Companies like Cracker Barrel and Papa Johns are also boosting their advertising efforts to drive relevancy and sales. Red Robin is testing TV ads as part of its revitalization plan, while Portillo’s focuses on ads that drive traffic in key markets, though it plans to pull back during the election cycle to avoid competing with political advertising.
In summary, these restaurant companies are betting big on marketing to drive business in a post-pandemic landscape, targeting both new and existing customers with a mix of traditional and digital advertising strategies.
