Brand Importance
Recent research has proven that brands can positively affect dessert sales.
Are brands on my menu really noticed by customers?1
• A third of consumers (33%) want to see brand names at casual, sit-down chain restaurants.
• Over a quarter of consumers (26%) want to see brands on menus at independent, locally owned restaurants and fast food chain restaurants.
• 20% of consumers are more likely to buy a dessert if it has a favorite brand.
How impactful is the Oreo brand?
• Oreo is the America's #1 selling cookie2, with 99% brand awareness3 and 73% share in retail sales
2
• Oreo outsells its nearest competitor > 3:24
• Over 40% of consumers insist on Oreo, and would not use another brand for chocolate sandwich cookies
5
• Oreo is the most popular consumer brand in desserts, menued nearly twice as much as its nearest competitor
2
• When Dairy Queen promoted an Oreo Mint Blizzard in March 2007, same-store sales shot up 33 percent
6
• Don't believe us? See for yourself.
Click here to download the QSR Magazine article, "Menuing America's Favorite Cookie."
1. Market Brief, December 2007.
2. ACNielsen, 52 weeks ending 6/28/08.
3. Arbor Tracker, November 2008.
4. IRM Brandshare, 52 week ending 01/06.
5. Packaged Food:Euromonitor from trade sources/national statistics 01/05/08.
6. QSR Magazine, December 2007.