. https://www.restaurantbusinessonline.com/marketing/which-restaurant-chains-are-winning-holiday-advertising

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WHICH RESTAURANT CHAINS ARE WINNING IN HOLIDAY ADVERTISING?
Ever the rebel, Chick-fil-A ignored the trend toward shorter TV commercials to run a 120-second spot in early December for its equally unusual holiday promo, The Time Shop. The unconventional execution earned the trend-setting chicken chain the top spot in the weekly rating of TV ad effectiveness by EDO, a new partner of Restaurant Business. EDO monitors every commercial run on network TV and assigns a rating called SEV, or Search Engagement Volume, that’s based on a correlation with a rise in online search activity. The SEV has been modeled to reflect a consumer’s propensity to buy from a brand, be it for takeout, delivery or on-premise dining, in restaurants’ case. The approach enables EDO to provide near-instant assessments of how well a given ad spot worked for a brand, according to Bob Kraut, the former Captain D’s and Papa John’s CMO who now works in that capacity for EDO. PETER ROMEO READ MORE