• Adweek, Monday, December 14, 2009 11 AM

Noreen O'Leary writes that Americans had more memorable encounters with new fast-food products than any other category in this recession-laden year. Five of the top 10 slots in 2009's Most Memorable New Product Launch Survey, conducted by Schneider Associates, IRI and Sentient Decision Science, were QSRs.

No. 1 KFC made its biggest product launch ever with Grilled Chicken and No. 2 McDonald's backed its gourmet espresso-based McCafe beverages with one of the largest marketing pushes since the '70s, when it introduced breakfast offerings.

The survey's most memorable launch began with near disaster, after KFC locations couldn't keep up with demand when Oprah offered free coupons to viewers. That jumpstarted a massive campaign using traditional media, promotions and social initiatives on Twitter and MySpace.

Other QSR launches in the survey's top 10: Quiznos Torpedo sandwich at No. 6 and Taco Bell Volcano Nachos at No. 8.

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