Consumers think more of non-burger restaurants, even in QSR. Subway beat out McDonald’s as “Quickservice Restaurant Brand of the Year.” In fact so did Dairy Queen. The brand equity of Dominos, KFC and Taco Bell are all on the increase. Unexpectedly, Panera Bread was the #1 casual dining restaurant chain brand, beating out everyone from Outback to Olive Garden. Consumers seem to really like their sandwiches. The study measures brand equity by, “consumer connection,” “commitment,” “brand behavior,” “brand advocacy,” and trust. Equity, which represents a brand’s overall strength, is determined by familiarity, quality and purchase consideration. These winning brands have clearly undertaken the right efforts at understanding and connecting with patrons with relevant messaging and offerings.
MediaPost News Marketing Daily, 3/29/2011
