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Long John Silvers & Taco Bell top QSRs with Hispanics for Value

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Wed, 06/11/2013 - 18:47
Ted Marzilli
Long John Silver

Burger King, Taco Bell and McDonald’s have made big strides among the Hispanic demographic over the past two months with two of YouGov BrandIndex’s key indicators, value perception and purchase consideration. These three quick service dining brands were among the top five biggest gainers in both metrics.

Long John Silvers and Taco Bell are the QSR chains which made the biggest leaps in value perception with the Hispanic population over the last two months, with Taco Bell hitting its 2013 high. Burger King, which made the fifth biggest value perception jump in the last 60 days, also just reached its 2013 high with this demographic.

Taco Bell’s recent gains with Hispanics made it the second biggest gainer in purchase consideration, one of YouGov BrandIndex’s main sales indicators. But the biggest improver on that metric was to McDonald’s, which led a fast-moving group of top five winners including KFC, Burger King and Baja Fresh.

The top national QSR dining chains were measured with YouGov BrandIndex’s Purchase Consideration ("When you are in the market next to purchase food or beverages, from which of the following brands would you consider purchasing?”) and Value (“"Does it give good value for what you pay?"). All respondents were age 18+ and of self-described Hispanic origin.

YouGov BrandIndex’s Value score ranges from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. The Purchase Consideration scale is from zero to 100%.

Value Improvers: QSR
Value Improvers: QSR
Purchase Consideration Improvers: QSR
Purchase Consideration Improvers: QSR
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