The recent introduction of reduced calorie “Satisfries” coincides with a perception boost for the Burger King brand among two important constituencies: consumers who consider themselves in good or excellent health, and parents.
Starting 10 days before the official September 24th “Satisfries” launch, Burger King has seen its consumer perception rise significantly with these two demographic groups, especially parents.
In the days after “Satisfries” debuted, the two groups recorded 2013 highs for Burger King in YouGov BrandIndex’s Buzz score measurement, 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?"
Word of mouth scores experienced a similar rise over the past two weeks, particularly among parents.
In addition to Buzz scores, Burger King was measured with YouGov BrandIndex’s Word of Mouth score, which asks respondents: "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?" All results were divided into two groups: adults with children under 18 years old, and adults 18 and over who consider themselves in either good or excellent health.
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.
In the parent demographic, Buzz score for Burger King moved from 1 on September 14th to a 2013 peak score of 28 on September 27th. The score is currently 25. The Word of Mouth score was already 20 on September 14th, hitting 30 when the “Satisfries” were announced 10 days later and stayed there for three more days after that. Current Word of Mouth score is 25.
In the healthy consumer demographic, September 14th started with a 7 Buzz score, ramped up to a 2013 peak score of 20 on September 26th, and has just moved slightly down to 19 since then. The Word of Mouth score started its climb on September 17th with an 11, then hit 16 on September 26th, where it has remained since.