Little Caesars' February introduction of the $5 Hot-N-Ready Lunch Combo, as well as its complementing marketing campaign in late spring and early summer, has helped the brand gain more customers and achieve a higher value perception, according to new research from YouGov's BrandIndex.
The brand returned to a national advertising presence in mid-2012 and recently passed Domino's in ad awareness, according to a news release. This trend is measured by the percentage of U.S. consumers who recall seeing an ad in the past two weeks.
Papa John's dominates ad awareness over the entire pizza category, according to YouGov.
YouGov BrandIndex reported last year on the boost to consumer value perception kicked-off by the big pizza chains' football season promotional campaigns. Little Caesars, more so than any other of the big four chains, has maintained that value momentum through this point in 2014.
Throughout the past two months, ads emphasizing the Hot-N-Ready Combos being "ready when you walk in," increased the percentage of current Little Caesars customers from 9 percent in late March to 13 percent currently. This is the brand's highest level in more than two years.
Papa John's leads the other major pizza brands in ad awareness (44 percent of U.S. adults recall seeing a Papa John's ad in the past two weeks), just ahead of Pizza Hut (42 percent), with Little Caesars (35 percent) recently moving past Domino's (32 percent) to take third place.