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Male Gen-Z Media Opps: Yum! Brands integrates data analytics to improve marketing efficiency

Habit Burger, is incorporating data analytics into its marketing strategy, per its Q1 earnings report. The company recently acquired a marketing data and analytics company called Kvantum, which has already helped it increase marketing efficiency. It is also bolstering its loyalty programs, which are popular among its Gen-Z consumer base. Pizza Hut's business is coming through its loyalty program more and more every year, so it is hoping its other brands will have similar success. These initiatives should help the company continue its recent success. Yum!'s total system sales increased 11% in Q1, primarily due to off-premise business booming during the pandemic. The company is also growing and opened 660 new restaurants in Q1. 

Please view our digital display, national TV and podcast spend chart broken down by brand here. All data comes from Pathmatics, iSpot and Magellan.

Sellers-- Yum! mainly targets Gen-Zers with a male skew through national TV and digital display ads. KFC decreased YTD digital spend slightly and Pizza Hut sliced YTD national TV spend. Other than that, YTD spend increased in every channel. Yum! also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should reach out offering relevant ad space. 

Agency & martech readers-- Taco Bell works with media AOR C-Squared PR. KFC and Pizza Hut are currently without CMOs, so keep an eye on those brands as they are likely your best chance of picking up some business.