News

Consumers name Dunkin' Donuts, Chick-Fil-A brands of the year

More than 97,000 U.S. consumers assessed more than 3,800 brands across nearly 500 categories.

April 20, 2016

Chick-Fil-A and Dunkin Donuts have come out on top in their respective categories in The Harris Poll Brand of the Year awards. The poll measures nearly 4,000 brands' health based on familiarity, quality and purchase consideration.

"Consumers form impressions of brands long before they ever use them, based on their perceptions and what they may know from trusted sources," said Joan Sinopoli, VP of brand solutions at Nielsen, which owns The Harris Poll. "This high-level equity is the gateway to eventual purchase; it also helps to protect brands from the consequences of an occasional misstep. The strength of a company's brand equity can have direct business and financial outcomes."

More than 97,000 U.S. consumers assessed more than 3,800 brands across nearly 500 categories.

The limited-service restaurants taking brand of the year honors included: 

• Mexican restaurant: Moe's Southwest Grill (unseating Chipotle)
• Burger restaurant: In-N-Out Burger (second consecutive year)
• Chicken restaurant: Chick-fil-A (third consecutive year)
• Coffee & Quick Service restaurant: Dunkin' Donuts (reclaiming from Krispy Kreme)
• Pizza chain: Pizza Hut (fourth consecutive year)
• Sandwich shop: Subway (sixth consecutive year)