Subway once more tops the perception list among quick service restaurants. The chain is a Buzz leader for the third year running, and in 2013 has kept up its image as a healthier option by promoting its “Fresh Fit meals” in a January Super Bowl commercial. Subway has set off its summer campaign with an “Avocado Love” spot featuring two Subway customers going a little over-the-top in praising the ingredient.
Fast good giants Pizza Hut, KFC and McDonald’s also made it to the list. Wendy’s came second with a score of 19.5, proof that it has weathered a recent viral photo of one of its employees eating straight from an ice cream machine. Green Burrito has seen a moderate lift of 0.7 points in 2013 so far, after adding French fries to its traditionally Mexican menu.
These brands were rated using 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 Buzz Rankings chart shows the brands with the highest average Buzz scores between January and June 2013. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between January to June 2013 and January to June 2012. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.