Burger King’s new BK Crown Program for families appears to have helped its perception with parents since it launched early this month in the US, but they still have a long way to catch up with QSR leaders Subway and Wendy’s.
In YouGov BrandIndex’s chart measuring QSR brands which have the best impression according to parents who have visited a fast food restaurant in the past three months, Burger King came in at #10 with a 21.2 score, riding a substantial increase over the three week period before BK Crown Club debuted.
McDonald’s, which has been tweaking its kids meals with less sugar and saturated fats since July, made the biggest QSR perception gains in the same time period. Wendy’s, which comes in at #2 on the list overall, had the second biggest jump during that period.
Subway tops the chart with a 58.4 score, followed closely by Wendy’s. After that, the scores drop significantly to the 30s range, where Papa John’s, Pizza Hut, and McDonald’s currently reside.
All brands on the top 10 chart made parental perception gains except for two pizza chains, Pizza Hut and Domino’s.
The BK Crown marketing push, rolled out on November 7th, emphasizes the chain’s healthier eating choices and comes in interactive box packaging. The move coincides with oatmeal, apple slices and milk or juice being added to the new kids’ line.
QSR brands were measured with YouGov BrandIndex’s Impression Score. The Impression score is determined from asking respondents: "Do you have a general positive or negative feeling about the brand?"
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.