Subway, Wendy’s and Chipotle are leading the competition among quick service restaurant chains in the US in terms of customer perception of both value and quality.
That’s according to the YouGov BrandIndex, which researches consumers’ perceptions of brands. The BrandIndex found that Papa John’s, Pizza Hut and Arby’s were close behind.
“Lagging in their appeal to casual diners are Burger King, Domino’s and KFC, with Taco Bell, McDonald’s and Long John Silver’s particularly dragged down by their quality perception levels by the casual diner demo,” YouGov BrandIndex said.
“Long John Silver also suffered from a distinctly lower value score as well.”
YouGov BrandIndex plotted consumer responses to two questions on a graph to reach its conclusions. The questions were: “Does it give good value for what you pay?”, and “Is it high quality or low quality?”. Results were screened for respondents who have eaten at casual dining chains over the past three months.
