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McDonald's perception rises among parents

March 9, 2012

McDonald's just matched its best perception numbers with parents since the beginning of 2008, according to YouGov BrandIndex.

YouGov BrandIndex is a daily consumer perception research firm that tracks 5,000 consumers each weekday and conducts more than 1.2 million interviews per year.

McDonald's current scores are also well ahead of an index of top national QSRs, among both parents and adults 18+.

McDonald's and other top QSR brands were measured with YouGov BrandIndex's Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

McDonald's is currently tracking a 27 buzz score with parents, which tops the 23 buzz score for other top national QSRs. The brand also scores 20 among adults 18+ compared to a score for the QSR Index of 16.

McDonald's began its present buildup in mid-February, when its parental buzz score of 11 was actually below its Buzz score among Adults 18+ (14) and below the QSR Index among parents (18).

Ted Marzilli, global BrandIndex managing director of YouGov, said the elevated scores for the Golden Arches are likely attributable to the company's healthier Happy Meals rollout.

The updated Happy Meal was introduced in the summer, with an extended rollout in the fall of 2011. They automatically contain ¼-cup of peeled apples and a smaller portion of french fries. The changes cut the classic menu item's calorie count by 20 percent.

In addition to the apple slices, fat-free chocolate milk and 1-percent white milk will be offered as beverage choices. For those customers who prefer a side choice of apples only, two bags of apples will be available upon request.

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