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Score 77 - Account in Jeopardy: Checkers switches CMOs amid struggling sales, aggressive expansion

reportedly oversaw social, digital and interactive marketing transformation. He also brings brand-building experience from positions like chief marketing & innovation officer of Krispy Creme and marketing & brand development SVP of Fuddruckers.

The restaurant chain also promoted Josh Buchmann from senior brand manager to e-Commerce director (May) and George Reitsma fom marketing analysis manager to senior marketing analysis & strategic initiatives manager (April).

These personnel, especially Chambers, are likely to review agency relationships. Therefore, agencies and martechs should reach out for work. Creative, digital and social have been out of huge sales decline it saw last year.

The sales decline has not seen the company stop its aggressive expansion plans - it plans to add dozens of stores in Philadelphia - though the sales decline has seen spend drop. We doubt we'll see spend return to previous level since the company has been cutting costs to stay afloat, but it still spends highly with a yearly marketing budget of about $19m.

Since spend is still high, sellers shouldn't dismiss the company just yet and should reach out to the media team. Checkers holds planning conversations in Q2 and buying conversations in Q1 while Rally's holds planning conversations in Q4 and buying conversations in Q3. Both spend highly year round because they constantly release limited edition products (e.g., the Steak Subs) to keep customers engaged.

The brands focus primarily on millennials and Gen-Z based upon their most recent social media posts. Those near the brands' locations can also make a case for revenue, though. Please view Rally's locations here.

iSpot reports both Checkers and Rally's stopped using national TV in May 2016, and we doubt we'll see the brands make a return to the medium. TV sellers can still secure revenue along this account, though, because Kantar reports the brands spend largely on spot TV every year. In 2018, the brands spent $17.2m on the medium, though this was a $7.7m decrease from 2017.

Kantar reports the brands also typically use outdoor, which increased by about $20,00 from 2017 to 2018, and print, which was more than halved from 2017 to 2018. The brands started to use radio in 2018, though spend is currently tiny with a whopping $60,939 spent throughout the year.

Adbeat reports digital display for Checkers over the last 12 months has totaled $2.6m, an increase from the $1m spent during the 12 months prior. Ads are placed via direct buy (61%), YouTube (39%) and Google (<1%) onto sites like youtube.com, cbslocal.com, qctimes.com, wsav.com and wjcl.com.

Digital display for Rally's over the last 12 months has totaled $894.1k, an increase from the $305.9k spent during the 12 months prior. Ads are placed via YouTube (54%), direct buy (44%) and Google (<1%) onto sites youtube.com, wjtv.com and americanpress.com.