Media Edge: Checkers & Rally's to expand with new design
Media Sales Lead: Checkers & Rally's (C&R) debuted a new modernized exterior look last year. It is working on expanding, and it plans on opening between 40-50 restaurants with the new style in 2023. The chain wants to expand west and is looking at states such as CA, NV, and AZ. On the east coast, it is looking at NC and SC. It is also offering incentives to potential franchisees to spur growth. The company currently operates around 800 locations.
Key Lead Takeaways: Reach out if you can help C&R expand into new markets. It will likely ramp up ad spend to promote new locations.
Target Demographic: Gen-X & millennial men
Key Spend Notes:
- C&R has been aggressively increasing TV spend so far this year.
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes C&R under Casual Dining**
- 2023 YTD Spend: $448k
- 2022 FY Spend: $95.6k
- 2021 FY Spend: $0
- 2020 FY Spend: $0
Ad Flight Breakdown (by spend): C&R has aired four spots in 2023; "Driver Seat: $5 Meal Deal," "Double the Shifts," "Works as Hard as You," and "Double the Choices, Double the Shifts."
Top Daypart (by impressions): Primetime (1.2m), Early Fringe (636.9k), Weekend Afternoon (631k), Day Time (131.7k), and Weekend Day (106.6k).
Top Networks (by spend): Bally Sports Southeast, Bally Sports Sun, Bally Sports South, Bally Sports Detroit, and Bally Sports Floe
Top Shows (by spend): NBA Basketball, MLB Baseball, College Basketball, The Rally, and NHL Hockey.
Top Industry/Vertical Spenders (by spend): Applebee's (26%), Buffalo Wild Wings (16%), Olive Garden (13%), IHOP (11%), and Red Lobster (10%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes C&R under Fast Food Burgers & Fries**
2023 YTD Spend: $752.4k
2022 FY Spend: $3.3m
2021 FY Spend: $3.4m
2020 FY Spend: $4.6m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $984.7k
- Q2 2022 Spend: $585.4k
- Q3 2022 Spend: $1.4m
- Q4 2022 Spend: $579.7k
Impressions: 101.2m
Top Ad Types (by spend): Facebook (50%), Instagram (48%), YouTube (1%), and Twitter (1%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com, instagram.com, youtube.com, and twitter.com.
Top Industry/Vertical Spenders: McDonald's (33%), Wendy's (17%), Burger King (11%), Sonic Drive-In (7%), and Arby's (6%).
Top Creative (by spend; see below): Pathmatics reports that 217 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: C&R also invests in OOH, print, radio, and local broadcast.
Current Agency Roster:
- Mindstream Media Group - Dallas: media AOR
- Fitzco: creative, digital, & social AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
