Strategy asked three premium experts to rate Canada’s national fast food chains on the quality of their premium offerings.
Hy Haberman, president
GeneratorIdeaWorks
‘McDonald’s is such a machine, they do an ongoing good job. But since Cara (Harvey’s, Swiss Chalet), Tricon (Pizza Hut, KFC, Taco Bell) and Subway don’t primarily target children, they haven’t had memorable kid premiums like some of the others.’
Burger King: 3 (out of 5)
McDonald’s: 3.5
Wendy’s: 2
A&W: 1.5
Dairy Queen: 3
Cara foods: 1.5
Subway: 1
Tricon: 1.5
Karen Bigby, account executive
Orchard International
‘Probably McDonald’s and Burger King are the top two because they do a lot of movie tie-ins, so they’re doing a co-operative venture which further reinforces whatever their promos are. Dairy Queen has an arrangement with Teletoon, and I think that’s popular with kids as well, because they do promotions with shows like the Powerpuff Girls. It’s not as prestigious as a big blockbuster movie, but it’s using a network that kids know.’
Burger King: 4.5 (out of 5)
McDonald’s: 4.5
Wendy’s: 3.5
A&W: 3
Dairy Queen: 3
Cara Foods: 3
Subway: 2.5
Tricon: 3
Lisa Lietch, VP of sales
Marco Sales and Incentives
‘McDonald’s comes to mind. My five-year-old daughter realizes that if she comes back every week she gets a different toy. They do the best job in kid premiums, because their appeal is always towards kids-type items.’
Burger King: 3 (out of 5)
McDonald’s: 5
Wendy’s: 2
A&W: 2
Dairy Queen: 2
Cara Foods: 3.5
Subway: 1
Tricon: 2.5
