McDonald’s has nearly matched its best perception numbers with parents since the beginning of 2008, most likely because of its new healthier Happy Meals rollout in the US.
As a matter of fact, McDonald’s current perception among parents is at the highest it has been going back to the beginning of 2011 and its current scores are well ahead of an index of top national QSRs, among both parents and adults 18+.
McDonald’s and the top QSR brands were measured with YouGov BrandIndex’s Buzz score, which asks respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” The top national QSR index is made up of 13 of the largest QSR brands including Burger King, Arby’s, Pizza Hut and others.
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.
McDonald’s is currently tracking a 27 buzz score with parents, which tops the buzz score with parents for top national QSRs (23), and the brand also scores 16 among adults 18+ vs. a score for the QSR Index of 20.
McDonald’s began its present buildup in mid-February, when its parental buzz score of 11 was actually below its Buzz score among Adults 18+ (14) and below the QSR Index among parents (18).