Fast-Food Franchisees Ask Chains To Tone Down Racy Ads

USA Today:

Provocative may be the stuff of fast-food ads in good times, but in tough times, tolerance for the risqué runs short, especially among franchisees.

Fast-food chains Burger King and Hardees’ have made names for themselves by being provocative. But franchisees are pushing back on some ads even as sales remain soft in the $189 billion fast-food sector, which accounts for 30% of annual restaurant industry sales.

Fast-food sales are expected to fall 1% this year, Technomic, a Chicago restaurant and consulting firm, estimates.

“This is hardly the time you want to alienate any potential customer,” says Ron Paul, Technomic president.

Hardee’s biggest franchisee, Boddie-Noell Enterprises, recently sided with TV decency advocacy group Parents Television Council over an ad for a new breakfast product, Biscuit Holes. The fried dough balls with white icing served on the side are an alternative to doughnuts. Carry on reading.