Perceptions of McDonald’s, Wendy’s decline; Burger King on the rise
By Caitlin Gooch • August 27, 2014
Recent research reveals that customers’ perceptions of McDonald’s continues to plummet, while Burger King brand perception is on the rise. Wendy’s perception is also in decline.
YouGov BrandIndex surveyed 18,000 fast food eaters, asking them if they had heard anything – positive or negative — about the brand in the last two weeks, through advertising, news or word of mouth.
Burger King went from a 9 at the beginning of August to a current 13 score; McDonald’s saw its fast food eater perception levels fall from 13 in mid-May to its current 2 score – their lowest levels in four years; and Wendy’s Buzz score has dropped from 21 to 15 over the past two weeks. Documented problems include falling out of favor with Millennials, complaints about customer service, as well as highly-publicized protests over labor conditions and wages.