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MARKETING | Staff Reporter, Singapore
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Weekly Global News Wrap: IHOP's name-change marketing strategy, McDonald's brings 45 children to World Cup, Boston fast casual has robots as cooks

Here is a summary of the most interesting QSR news stories of the week from around the world.

After causing a stir in social media, IHOP (International House of Pancakes) has clarified that they have not permanently changed their name to IHOB or the International House of Burgers.

"We have from the beginning said IHOb was fun, a tongue in cheek way to launch our new burgers. It was not a permanent change to the actual IHOP name," IHOP spokeswoman Stephanie Peterson said to CNET, but adds that the chain would continue to use "touches of IHOb" throughout the summer to promote its burgers.

The marketing ploy proved to be effective with customers (reacting in various ways), even featuring commentary from other restaurant rivals via social media. Read more here.

McDonald's largest independent franchisee Arcos Dorados Holdings, Inc. announced that it will once again give 45 children in Latin America and the Caribbean the chance to participate in the global brand's exclusive Player Escort Program for the 2018 FIFA World Cup.

As reported by BusinessWire, a record 119,000 children from around the world participated in the selection process this year.

"We are a family-oriented company, and we are proud to be involved in an initiative that brings parents and children together around sporting activities. Walking hand-in-hand with their idols onto the football field will be an unforgettable experience for these children.” said Daniel Schleiniger, Vice President of Communications & Investor Relations at Arcos Dorados.  Read more here.

A fast casual in Boston, U.S.A. is now operating with robots as its cooks.

CNBC reports that start-up Spyce programmed robots to create grain bowls, programmed to dispense and heat ingredients while humans applied garnishes and extras. The recipes were created with French chef Daniel Boulud, who has eponymous restaurants in New York and other cities. Read more here

Cajun seafood multi-site restaurant Angry Crab Shack is gearing up for nationwide expansion following its recent announcement of its franchise opportunity.

Initially finding success with seven locations open across Arizona, the brand looks to build on momentum by partnering with local entrepreneurs in metropolitan cities across the southwestern United States. The brand aims to have awarded 100 locations nationwide in five years. Read more here.

According to a release from BusinessWire, SONIC released its new Crispy Tenders - 100 percent all white meat tenders that can be enjoyed on its own or in their Crispy Tender Dinner featuring three Crispy Tenders, medium Crispy Golden Tots, an onion ring and the drive-in’s famous Texas toast. Read more here.

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