'Where's the Beef'
The recent ad campaign for Wendy's hamburgers featuring the popular slogan, 'Where's the Beef?' has finally brought the company some attention in the fast-food industry. Since 1969, when R. David Thomas created Wendy's, he has tried to promote the fact that Wendy's has a bigger hamburger than its two largest competitors, McDonald's and Burger King. Finally, with the help of the Dancer Fitzgerald Sample ad agency, this concept seems to have been communicated. While Wendy's still only has a nine per cent share of the market compared to Burger King's sixteen per cent and McDonald's forty-one per cent, it is closing the gap a bit. A comparison of advertising budgets show that McDonald's spends four times as much as Wendy's.
Publication Name: Madison Avenue
Evaluating Quebec's preference for Alberta beef versus US beef
A stated preference method (SPM) model was applied in the wholesale and retail food industry of Quebec to analyze the region's preference for beef products from Alberta over beef products from the US. Results indicate that restaurateurs, and the food industry in general, are partial to the higher quality of beef products from Alberta while retailers and wholesalers prefer US beef products to produce from Ontario or Quebec. The questions from the SPM model were able to account for the relevance of product origin, aging, and quality preferences.
Publication Name: Agribusiness
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