The fast food industry ranked sixth out of 15 industries analyzed in the largest study of business brands based on emotions and intimacy levels.
The study, conducted by branding agency MBLM, assesses ways brands build bonds with customers and evaluates how consumer sentiment about the industry has been affected by the pandemic, according to a press release.
While
- Dunkin'.
Subway .- Wendy's.
KFC .Taco Bell .- Domino's.
Pizza Hut .
Additionally, top intimate brands in the
MBLM also examined how the industry has been impacted the COVID-19 pandemic. For example,
"The fast food industry has performed fairly consistently in our study over the past few years, and has built emotional connections with customers,"
"Some of the top brands have garnered largely positive and supportive responses from consumers, while others have faced criticism and scrutiny. Understanding how and why consumers express their connections during COVID is valuable for all brands in the industry to examine. Now more than ever, positive emotions can drive performance."
Additional
- The
U.S. fast food industry had an average Brand Intimacy Quotient of 32.1, above the cross-industry average of 31 Chick-fil-A was the top intimate brand among women.Chick-fil-A also led among users with incomes under$100,000 , whereas users with an income over$100,000 preferredKFC .- Indulgence, associated with moments of pampering and gratification, was the most prominent archetype in the category.
MBLM augmented its Brand Intimacy research with social listening research it captured during the week of
Dunkin' had people talking about the brand actively hiring, their COVID-19 routines and devotion to Dunkin' and appreciation of local franchises.
The Brand Intimacy 2020 Report includes responses from 6,200 consumers and 56,000 brand evaluations across 15 industries in the
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