News

Taco Bell generates big perception gains following breakfast launch

April 10, 2014

New data from YouGov BrandIndex shows that Taco Bell has gained significant consumer perception points following the March launch of its breakfast menu. And, as that brand fights for morning market share, it has passed breakfast leader McDonald's in perception in the past few weeks.

According to YouGov BrandIndex, which tracks daily brand consumer perception, McDonald's general impression with QSR consumers has been declining for two months, driven by accusations of wage theft, among other factors. The research firm also said the chain's more expensive value menu and consumer uncertainty over its menu in general could also be affecting its perception. McDonald's current perception levels are at their lowest since November.

Conversely, since mid-March when Taco Bell's breakfast menu ad campaign went into full swing, consumer perception of the chain has reached its highest levels since the fall.

Taco Bell's new ad campaign to promote its breakfast has taken a direct shot at McDonald's, even suggesting the Egg McMuffin is "outdated."

Methodology

For this research, 4,000 QSR consumers were interviewed. McDonald's and Taco Bell were measured with two of YouGov BrandIndex's scores: Buzz, 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?" and Impression, which asks "Do you have a general positive or negative feeling about the brand?"

YouGov BrandIndex's Buzz and Impression scores range from 100 to -100 and compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Since mid-March, the Buzz chart for Taco Bell has moved from 11 to its current 15. McDonald's has dropped from 11 to 9.

McDonald's Impression score slid from 27 on Feb. 1 down to 19 on April 4. Taco Bell's Impression score has remained steady during this time, and is currently at 24.