McDonald's vs Restaurant Brands International

McDonald's rides retro wave in German TV ads

McDonald's Germany has launched a new nostalgic ad campaign titled "Endlich wieder bei Mecces" to win over consumers after removing the McRib from its regular menu. The TV spots feature old music, clips from vintage commercials, and the old logo. According to All Eyes On Screens (AEOS), McDonald's increased its TV presence and ranked 6th among the most reached brands, with over 2,000 airings in the past week. The campaign heavily targeted smaller channels, including children's networks like Super RTL and Nickelodeon, as well as Comedy Central, TLC, and Dluxe Music. Most reach was generated on RTL, Vox, ProSieben, and Sat.1, while public broadcasters were excluded. Separately, Vinted reclaimed the top spot in the brand ranking, followed by Kaufland and Ferrero's Kinder. August Storck launched its largest TV campaign of the year for Merci, and Bett1 also saw its strongest week in 2026.

• McDonald's launched a new nostalgic TV campaign 'Endlich wieder bei Mecces' in Germany.
• The campaign ranked 6th in the AEOS brand ranking with over 2,000 TV spot airings in one week.
• Ads were heavily placed on children's channels Super RTL and Nickelodeon, each receiving about 10% of airings.

Subway Launches 'Blueprint' for All-Day Dining

Subway is revamping its restaurant concept in the EMEA region with a new initiative called 'Blueprint', set to roll out from January 1, 2027. The concept includes modernized restaurant designs with enhanced digitalization, such as self-service kiosks and optimized pickup areas. Subway also aims to expand its daypart offerings with new breakfast and coffee menus, and introduces 'Grab & Go' for high-traffic locations. Additionally, the company is testing 'Subway After Dark' in the Netherlands, featuring a transformed evening ambiance and menu items like mac 'n' cheese and footlong pizzas. The brand is also introducing a new regional slogan, 'Get Your Own Way', and plans to nearly double its presence in the region over the next five years.

• Subway will introduce 'Blueprint' concept in all new and renovated EMEA restaurants from January 1, 2027.
• The concept includes self-service kiosks, digital ordering systems, and a new breakfast and coffee menu.
• 'Grab & Go' is designed for high-traffic locations like train stations.

McDonald's retail media trial raises value exchange questions

McDonald's is trialing a retail media network, planning to display ads on drive-thru screens at 450 US restaurants. The opinion piece by Kristina Kaganer, founder of Auxbow, argues that the initiative risks damaging customer experience, trust, and order speed unless the brand offers a clear value exchange. While retail media is booming globally with over 200 networks and $200 billion in annual spend, the author questions whether consumers benefit from ads at the point of purchase. She suggests McDonald's should prioritize family-friendly content, quick service, and creating memorable experiences to maintain brand loyalty. The article also discusses measurement challenges, whether drive-thru screens qualify as DOOH, and calls for transparent value exchanges in the industry.

• McDonald's is trialing a retail media network with ads on drive-thru screens at 450 US restaurants.
• Over 200 retail media networks are live globally with annual spend exceeding $200 billion.
• Kristina Kaganer, founder of Auxbow, wrote the opinion piece.

8-K Financial Filing Analysis for Restaurant Brands International (2026-10-29)

On October 29, 2026, Restaurant Brands International Inc. filed a Form 8-K under Item 2.02 (Results of Operations and Financial Condition) announcing the release of its financial and operational results for the third quarter ended September 30, 2026. The detailed earnings press release and supplemental financial data were furnished as Exhibit 99 to the report. The filing was formally executed by Chief Financial Officer Sami Siddiqui, serving as the official furnished disclosure to the SEC of the company's Q3 2026 quarterly performance.

• Restaurant Brands International issued its Q3 2026 financial and operational results for the three months ended September 30, 2026, on October 29, 2026.
• The full earnings press release and supplemental operational data were furnished under Item 2.02 as Exhibit 99.
• The filing was authorized and signed by Chief Financial Officer Sami Siddiqui.

Gut Retains Tim Hortons Canadian Creative Account After Review

Advertising agency Gut has retained the Canadian creative account for Tim Hortons after a competitive review that narrowed to three agencies. Gut has been the agency of record since July 2021, following collaboration since 2018, and has run celebrity-driven campaigns with Justin Bieber. Tim Hortons' CMO, Hope Bagozzi, praised Gut as a 'great partner' with a 'real ability to evolve and push our brand work forward.' The review covered only the Canadian market. Tim Hortons, owned by Restaurant Brands International, reported $2 billion in U.S. sales last quarter, up 4% year-over-year, while Canadian sales grew only 0.1%.

• Gut retained Tim Hortons' Canadian creative account after a competitive review involving three agencies.
• Gut has been Tim Hortons' agency of record since July 2021, with collaboration since 2018.
• Tim Hortons CMO Hope Bagozzi praised Gut's partnership and ability to evolve the brand.

Restaurant Brands International to Report Third Quarter 2026 Results on October 29, 2026

Restaurant Brands International Inc. ("RBI") (NYSE: QSR) (TSX: QSR) (TSX: QSP) will release its third quarter 2026 financial results on Thursday, Octo...