The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Restaurant & Fast Food sector, as determined by real consumers, revealing the brand winners in the Restaurant & Fast Food sector for Q4.
The Attest brand index is a platform agnostic measure of a brand’s total brand equity in the restaurant & fast food sector, as determined by real consumers.
What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.
To determine the restaurant & fast food brand index, we look at three things:
Percentage of unprompted brand recall within a named category e.g. ‘entertainment’, ‘technology’ or ‘fashion’
How likely a person is to purchase your particular brand (purchase intent)
How likely a person is to recommend your brand (net promoter score)
Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.
The restaurant & fast food industry has remained relatively stable from Q3 to Q4. Just one newcomer appears in the top 10 brands this quarter, while several brands hang on to their positions.
Nando’s and McDonald’s both remain in their gold and silver positions. Although, McDonald’s seems to be closing the gap, with their unprompted brand recall score rising from 12.6% to 13.5%, driving an uplift in Total Brand Equity from 1,260 to 1,360. Nando’s total brand equity drops from 2,024 to 1,730 because of a fall in recall, purchase intent and NPS. The peri peri chicken brand still manages to retain it’s number one position, though.
Third spot in Q4 is secured by KFC, rising from 6th position in Q3. Their total brand equity score has risen from 487 to 620 thanks to small increases in all metrics. They’ve swapped positions directly with Pizza Express, who came third in Q3 but have now dropped to 6th.
Pizza Hut and Wagamama remain stable in positions 4 and 5 respectively, as does Frankie & Benny’s in 8th place.
The only newcomer to the restaurant & fast food brand index in Q4 is Prezzo, entering in 10th position, finally reaching the top 10 after three quarters within the top 15. Prezzo displaces TGI Fridays, who tabled in 7th position in Q3 but have now dropped out of the top 10.
Last quarter’s 10th position, Wagamama have risen one place to 9th, thanks to slight increases in unprompted brand recall and purchase intent scores, but despite a small dip in NPS.
Here’s how people described the restaurant & fast food brands that came top of mind during unprompted brand recall:
The 2018 restaurant & fast food industry brands report
The full 2018 report includes:
The UK’s leading restaurant & fast food brands for awareness, purchase intent and net promoter score from the start of the year, so you can compare where shifts have occurred over time
Industry-wide averages and market dynamics
Key takeaways for the UK restaurant & fast food industry
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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