New menu items have helped some quick-service chains improve their brand perceptions among health-conscious consumers, according to a new YouGov BrandIndex survey completed by over 5,000 US consumers.
The study, which measures how positive or negative survey respondents feel about any brand, found that McDonald’s achieved its best result in the week its McWrap debuted nationally. Meanwhile, Wendy’s impression scores rose after its March rollout of Flatbread Grilled Chicken, briefly surpassing Panera Bread, its chief rival for second place in that metric, but behind segment leader Subway.
At the end of the period spanning 1 January to 11 April, Subway’s impression score of 54 among quick-service consumers who identified themselves as in “excellent” health led all brands. Panera and Wendy’s finished just behind Subway, with 50.4 and 50.1, respectively. McDonald’s finished next, at 37.9, while Chipotle Mexican Grill and Taco Bell received impression scores of 27.3 and 23.4, respectively.
Ted Marzilli, senior vice president of BrandIndex, said: “Because Subway and Wendy’s have that history, they start at a higher base, and the things they do in this space have more credibility. With McDonald’s there’s been a disconnect. When the brand moves in this direction, generally it’s a good move, but there are always going to be people who view it as a cynical move.”
