2016 Annual Rankings

2016 - Annual Rankings: US Lighter Fare and Beverages

Celebrating its 66th birthday, Dunkin’ Donuts comfortably sits at number one on the top Buzz rankings. The company has managed to recruit five million members for the DD Perks reward program, which remains to be one of the fastest growing loyalty programs in the dining sector.

Starbucks has made its debut in the number one spot on the improvers chart. Starbucks’ numbers increased after the company launched its Christmas #RedCups campaign and a digital series called “Upstanders.” Both campaigns offer interactive opportunities with the public.

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US Lighter Fare and Beverages: Top Buzz Rankings
US Lighter Fare and Beverages: Top Buzz Rankings
US Lighter Fare and Beverages: Top Buzz Improvers
US Lighter Fare and Beverages: Top Buzz Improvers

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 December 2016. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2015 and 2016. 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.

A BestBrand Communications Pack is available for brands who have achieved Top Ten Status. Please contact us on bestbrand@yougov.com

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