Brand Awareness
Management textbooks have long applauded McDonald’s for its ability to provide the same food experience at every restaurant. This is supported by the 2007 consumer survey, where McDonald’s was, for the second year running, considered by consumers to be the brand that delivers the most consistent and reliable quality from one restaurant to the next. Subway and Wendy’s followed McDonald’s closely on this attribute, which can be viewed as a testament to the overall effectiveness of these three organizations in managing consistent quality, as they are also three of the largest brands in terms of total number of restaurants in operation. see chart 4
Consumer Loyalty
Nearly two-thirds of respondents indicated that they have loyalty toward one brand over another. Among those indicating that they have loyalty to a brand, McDonald’s was most chosen (21 percent), followed by Wendy’s (16 percent), and Subway and Burger King (both 10 percent).
When the respondents were asked why they frequented a particular quick-serve, menu and atmosphere were among the most frequently cited reasons.
As the brand that most consistently delivers reliable quality, and as the brand most consumers are loyal to, McDonald’s seems a safe bet for favorite fast food, right? As Lee Corso, ESPN college football analyst would say, “Not so fast my friend!” McDonald’s was actually the second most-frequently cited as “favorite” quick-serve. Interestingly, McDonald’s was also the brand most frequently cited when asked which was the consumers’ least favorite. This might be an indication of several things but is most likely a reflection of the fact that, as the industry giant, McDonald’s is the quick-service most likely to garner a strong opinion from consumers, either positively or negatively.
The favorite brand for the second straight year is Wendy’s—third in delivering consistent quality, a distant tie for second in healthy menu options, and second in brand loyalty. see chart 5