ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Competitive Intelligence for Restaurants: Olive Garden's Agency Search

Posted by Gary Getto on Jul 21, 2015 10:18:00 AM

Olive Garden is putting its creative agency account into review. Grey, which has had the account for 30+ years, is defending the business.  The client is looking for a more "creative" approach to their ads.

Really?  Olive Garden's Creative has Always Rated Very High!

Granted, Olive Garden’s ads are somewhat formulaic.  But, they do an excellent job of making the food look tasty and inviting, promoting a visit based on a good price or special deal, and instilling the feeling you’ll be treated like family when you arrive.   

Based on ABX data for the past 12 months (see chart below), Olive Garden’s ad effectiveness has been excellent compared to all ads we've measured!  

ABX Ad Scores for Olive Garden shows great success in Reputation and Purchase.

The chart shows the percentages ABOVE the "average ad effectiveness score" Olive Garden has achieved in various media by KPI. While the ads performed well overall (the ABX Index), they have generated strong Reputational impact, high Purchase intent, and strong Recommendations.

What's so terrible? Compared to its peer group, Olive Garden’s creative performance has been above average (yellow line) across all media types and has been near the top of its peer group with the exception of its print ads (see below).  For more information on competitive intelligence in advertising, click for our Resources page on the topic.

Competitive chart showing Olive Garden and other Restaurants shows best scores for Internet, TV and FSI.

So, if Olive Garden’s advertising is doing what it is supposed to be doing…generating an intent to purchase, positive reputation, positive recommendations…why change?

Watch this space for other Competitive Intelligence for Household, Fast Food, Personal Care and other Industries from time to time.

What the Numbers Mean

To put this into perspective, Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology. 

Why You Want to Subscribe to the Blog

The ABX ADvisory showcases top performing ads across all media types and in all industry categories. Sign-up today so you’ll be certain to receive each issue with valueable insights on top performing ads you can use to improve the effectiveness of your ad spending.

And There's More ...

ABX is also offering an e-book, “Four Key Performance Indicators to Decrease Advertising Risk & Build ROI,” to all readers, which shares insights gained from the world’s largest database of benchmarked ads.  With this e-book, you will learn the characteristics of powerful ads and how your ads can be more successful in driving results.

Just click below to see how to get your free eBook! 

Click for Free eBook 

Topics: Restaurants, Competitive Intelligence, Advertising Effectiveness

Join the discussion on advertising effectiveness with insights from the world's largest normative database of measured ads:

  • Analysis of creative omnichannel 
  • What works or doesn't by industry 
  • Implications for marketing, creative and media planning
  • Consumer panel results, not just opinion
Subscribe to ABX Advisory Here