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Consumer perception boosted by QSR marketing
October 28, 2009
Brand loyalty for the top quick-service restaurant chains has leaped dramatically over the past 30 days, giving them their highest consumer perception scores of the year for adults aged 18 and over, according to YouGov's BrandIndex, a daily consumer perception research service of brands. Driven by aggressive post-Labor Day advertising focused on new menu items such as Wendy's Bacon Deluxe, Taco Bell's Black Jack taco, Burger King's double cheeseburger for $1 and KFC's grilled chicken, consumers are recommending QSR restaurants more than at any other time this year. For this research, BrandIndex averaged the Recommend scores of Subway, Wendy's, Pizza Hut, KFC, Burger King, Taco Bell, Chipotle, McDonald's, Domino's, Long John Silvers, Hardee's and Jack In The Box -- the chains with the most units in the US. The Recommend score question asked to respondents is: "Would you recommend the brand to a friend?" On Sept. 10, the sector's average recommend score was 16.9. On Oct. 22, the score was 20.6. A score can range from 100 to 100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. YouGov's BrandIndex interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of more than 1.5 million individuals. The margin of error is +/- 2%.
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