Big mac advertising vs reality

Why the Massive Difference?
  1. Fast Food Not As Pictured | Fast Food - Consumer Reports
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  3. My Big Mac did not look like this on TV…

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How They Do A McDonald's Photo Shoot

Comments section policy: Any attacks on BusinessTech, its journalists, or other readers will result in a ban. Skip to content Subscribe. Share on Facebook Share on Twitter. Join the conversation Autoload comments. The brand has apparently succeeded in making strides since then because it was one of just two chains for which respondents actually preferred the real-item picture.

Fast Food Not As Pictured | Fast Food - Consumer Reports

Moreover, they were willing to pay about 90 cents more for the real image. When comparing a real picture of the Five Guys cheeseburger to the advertised version, it's hard to miss the height differential. Perhaps because the true burger is shorter than the ad implies, respondents rated the resemblance just two out of five stars on average. However misleading the ad may be, it seems Five Guys patties deliver in reality.

The chain was recently voted America's favorite burger , unseating the next brand we studied, In-N-Out. The Double-Double held up well against its advertised self, earning only slightly lower scores in the perceived appetizing, quality, and taste categories. These findings should feel encouraging for a chain that has refused to compromise on quality.

All the chain's locations are "within miles of its patty-making facilities," and the company has resisted establishing East Coast outposts that would need to use frozen burgers instead. Call it a classic case of meat overflow: While the Jimmy John's ad presents all sandwich ingredients in perfect proportion, the real image reveals meat hanging well outside the bread. Perhaps that's why respondents gave the real-life item poor marks compared to the advertised product: Regarding the appetizing, quality, and taste variables, the actual sandwich scored at least 15 fewer percentage points. The value estimated reflected these opinions as well.

Respondents were willing to pay more than a dollar more, on average, for the advertised version of the Big Italian.

How Fast Food Advertising and Marketing Works

Sure, the golden crispy quality of KFC's ad looks far more "finger lickin' good" than the real item, and our respondents' scores reflected that glaring gap in appearance. But the most compelling statistic to arise from this comparison was the differential in estimated price. Half a world away from Kentucky, however, consumers seem content with the company's offerings: KFC is now the biggest fast-food chain in China.

Created more than 50 years ago , the Big Mac is one of the most recognizable names in the pantheon of fast-food classics. Unfortunately, most respondents found its current manifestation lackluster; the real product picture scored less than 50 percent in the appetizing and quality categories. While these reservations are understandable, sales figures say the Big Mac's appeal remains strong. It's the second-best-selling item of all time on the menu - behind french fries, of course.

In its unadorned form, Moe's Homewrecker burrito is a far less colorful affair. Accordingly, whereas the ad version scored in the mids, the real image only garnered an appetizing score of 60 percent. Perceived quality was much lower for the real item as well; it scored less than 59 percent. Still, a substantial group of consumers must find the company's offering delectable: the chain was recently voted the nation's most-beloved Mexican chain, beating out heavyweights such as Chipotle and Taco Bell. Employing bread as a bowl may be a surefire way to woo some consumers, but Panera's ad surpassed the real photo in several measures of appeal.

The advertised version scored in the mids for appetizing, quality, and taste, but the actual photo was less likely to receive such compliments. Understandably, then, the estimated price for the advertised image was 75 cents higher. On the other hand, respondents had a relatively high opinion of the ad's accuracy, rating it four of five stars for resemblance.

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Perhaps pizza advertising is especially difficult. Just as we found with major competitor Domino's, a majority of respondents actually preferred the real image of a Papa John's pie to the advertised version. To be fair, the advertised image wasn't completely off-putting: it was actually slightly more likely to seem appetizing and high quality. Moreover, respondents typically thought the advertised version would cost more — perhaps something about the real pizza's crispiness spoke to our respondents.

By contrast, the version in the ad appears relatively doughy. Unlike its pie-slinging competitors, Pizza Hut made its ad images more appealing than its real-life product. The gap wasn't enormous, however: On perceived quality, tastiness, and appetizing appeal, the real pizza photo was just a few percentage points behind the advertised version. The cheesy bites arrayed around the pizza's edges are a fan favorite, re-introduced each summer since their launch in Actually, Pizza Hut stands apart from other chains as a crust innovator. Its " Stuffed Crust " pizza is a classic of the genre as well.

Quiznos has struggled in recent years, shrinking from 5, stores in its heyday to just locations in That trend could be attributable to the actual appearance of its sandwiches, which seemed substantially less appetizing, lower quality, and less tasty to our respondents.

Perhaps the "toasted" quality of the sub seemed lacking in reality; compared to the advertised version, the real sub appears somewhat soggy. Indeed, respondents gave the resemblance between the ad and actual item just 1. Our respondents' assessments of Shake Shack seemed somewhat contradictory. On the one hand, the fast-casual brand earned high marks for the resemblance between its ad and actual burger.

My Big Mac did not look like this on TV…

Yet, the real image scored less than 50 percent in appetizing or quality and only a few percentage points more for taste. The brand's biggest issue, however, might be the perceived value of its product. Real images of Subway sandwiches didn't lag far behind their advertised versions: On quality, and taste the undoctored images were just a few percentage points lower and they tied for appetizing appeal. Still, most people preferred the advertised image, in which a surplus of meat and sauce seems ready to spill out from the sandwich.