Chains chasing Olympic spirit in US
8 August, 2012
Restaurant operators across the US are finding imaginative ways to tap into public interest in the Olympic Games, Fast Casual reports.
Advertising regulations mean that operators are limited in the ways they can be seen to tie into the Olympics—but seemingly less so than their counterparts in the UK.
It says Burger King is plugging its association with USA Basketball with special cups that commemorate its team’s performances at five Games, while Subway—which has used Team GB athletes in its advertising here—is pushing itself as ‘The official training restaurant of athletes everywhere’. Godfather’s is hosting an Olympics-style competition to find its best pizza maker, while Einstein Bros Bagels has a nice Facebook promotion called ‘I could have been a contender’ inviting customers to post photos of their sporting prowess when young. Others are encouraging customers to discuss Olympics-related issues on their various web platforms.
McDonald’s is meanwhile trying to capitalize on its official support of the Olympics by emphasizing its healthy eating messages to counter critics of its involvement. President and CEO Don Thompson said: “We’re using the scope of our global reach to deliver positive messages in a way that is fun and meaningful, and we’re confident we can play an appropriate role in helping address the important subject of children’s well-being. McDonald’s has the unique ability to encourage kids to get into the routine of enjoying foods like fruits and vegetables in a way that’s fun for them and convenient for parents.”
For the full story, see Restaurant chains get into the Olympic spirit.