Fast-food brands foster a less strong connection with consumers than their beverage and consumer good counterparts, according to a recent study.
As part of its 2017 Brand Intimacy Report, agency MBLM measured the rapport between 6,000 consumers and 386 brands across 15 industries to determine a Brand Intimacy Quotient for each brand: a score indicating each’s performance when it comes to developing a relationship with consumers that drives financial returns.
Though the fast-food industry’s Brand Intimacy Quotient of 26.1 falls below the study’s average of 28.7, some QSR brands are creating a bond with diners more effectively than others. Here are the top 10 U.S. quick-service brands, according to the report, based off each’s Brand Intimacy Quotient.
Starbucks sits a step above the other QSRs listed in MBLM’s study, boasting a Brand Intimacy Quotient of 36.0. The coffee giant is a top choice when consumers are seeking something indulgent. The Seattle-based chain is most preferred among women, millennials, individuals aged 45 to 64, and those making more than $100,000 annually.
McDonald’s earned a Brand Intimacy Quotient of 29.8, and the chain also ranks first in the category for brands customers can’t live without. Moreover, 10% of McDonald’s customers say they are willing to pay 20% more for the brand’s products and services.
Here are the QSR brands that ranked 4 through 10, along with their respective quotients: