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McJobs raises reputation in QSR sector

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Thu, 14/04/2011 - 10:21
Ted Marzilli
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McDonald's recent announcement that they would be hiring 50,000 in the US boosted corporate Reputation scores for McDonald's as well as for rival burger chains Burger King, Wendy's and the Quick Service Restaurant (QSR) sector as a whole.

The QSR sector has not always had particularly favourable Reputation scores but McDonald's recent announcement shook the sector up this past week. At the end of March, McDonald's Reputation score was the lowest of the three major burger chains, with a -17.6 Reputation score. By April 11, a week after the 'McJobs' publicity hit, sentiment swung the other way, sending McDonald's to a 12.2 Reputation score, positioning it just ahead of rival Burger King.

The 'McJobs Halo Effect' also helped rival Burger King, whose scores were hovering around zero, but has since moved upwards to a modest Reputation score of 9.9.

Despite the positive effect on McDonald's and Burger King, neither chain has reached the average Reputation score of the top QSR sector chains, which also took a timely bump up on the news. The Top QSR Sector average is now 15.5.

Wendy's which was also hovering around the zero mark at the end of March, has rocketed to 30.6, far ahead of the competition and the QSR Sector average.

'Reputation' scores for McDonald's, Burger King and Wendy's (adults aged 18+, earning less than $25,000)
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