News

Wendy’s earns top ratings in Rasmussen poll

January 23, 2011

If the burger wars are still going on, Wendy’s seems to have a favorable attack plan. A survey conducted by Rasmuseen Reports, an electronic media company that specializes in the collection and publication of public opinion polling, found that Americans prefer Wendy’s over McDonald’s and Burger King.

Sixty-one percent of the 1,000 respondents have at least a “somewhat favorable” view of Ohio-based Wendy’s, including 16 percent who have a “very favorable” opinion.

On the flip side, 32 percent regard Wendy’s unfavorably, while 11 percent have a “very unfavorable” opinion of Dave Thomas’ brainchild.

Meanwhile, McDonald’s ranked second, with 56 percent marking a favorable response and 38 percent with an unfavorable view. This includes 13 percent “very favorably” and 18 percent “very unfavorable.”

Burger King finished third in the poll, with a 51 percent favorable opinion, 10 percent of which was “very favorable.” Conversely, 42 percent of survey participants have an unfavorable view of BK, with 16 percent responding with “very unfavorable.”

The survey also dug up information about quick-service patronage in general. Most of the respondents said they regularly eat at QSR establishments because of the segment’s convenience and cost.

Income breakdowns of consumers were especially interesting. Those who earn $40,000 or less view McDonald’s more favorably; those who earn between $40,000 and $60,000 prefer Burger King; and those who earn more have an affinity for Wendy’s.

Other results include:

• Wendy's and McDonald's are in a near tie among those who put the taste of the food first.
• Both men and women express higher favorables for Wendy's compared to its two rivals.
• Adults ages 18 to 29 like McDonald's more than their elders do.
• Older Americans prefer Wendy’s.
• Most Americans consider QSR food unhealthy, however they oppose government regulations on nutritional content of the food.
• Forty-three percent of Americans said they plan on eating out less often than they were six months ago, which also is down 14 points from November 2008.

The poll, which was conducted Jan. 18-19, included 1,000 adults nationwide and was conducted via telephone.