Starbucks is the top quick-service restaurant brand with $87.4 million of Impact Media Value according to General Sentiment’s Q2 2012 QSR MediaMatch report.
McDonald’s ($39.4 million), Taco Bell ($38.7 million), Burger King ($37.4 million), and Chipotle ($29.5 million) round out the top five. The top six brands in the rankings have remained unchanged since the last report.
“The same brands are dominating the list pretty consistently, with Starbucks leading the pack,” says Pete Moran, CEO of General Sentiment, whose real-time social intelligence assists clients in interpreting online conversations and discovering actionable social insights.
“However, this quarter, we saw some movement in the list as Wendy’s and Chick-fil-A each rose one spot, and Krispy Kreme climbed eight spots,” he says. “These moves were largely driven by corporate news, but it just goes to show you that a company’s social impact can turn on a dime.”
Wendy’s, Chick-fil-A, and Krispy Kreme are the big movers this quarter. Wendy’s and Chick-fil-A each rose one spot.
In April, Wendy’s announced plans to open 25 new restaurants in the country of Georgia and the Republic of Azerbaijan. Chick-fil-A caught the attention of many in late June when an Internet chef’s “Chick-Fil-Gay” recipe went viral. Krispy Kreme jumped up eight spots, debuting in the top 10 after its president and COO of just five months resigned.
Starbucks held onto the top spot, reporting a Q2 earnings increase of 18 percent in late April. And after thousands of customers signed a petition urging the company to discontinue the use of a red dye made from insects in its products, Starbucks quickly complied.
McDonald’s placed second with news of a rise in Q1 global sales and profits. Its role as an official Olympics sponsor also drove buzz. In late June, a McDonald’s Canada video went viral, explaining how photo shoots make the burgers look more appealing than they do in restaurants.
Taco Bell, at No. 3, boosted Q1 profits by 73 percent for parent company Yum! Brands as a result of success with new menu items, including the Doritos Locos Taco and a breakfast menu, as well as its “Live Mas” marketing campaign. Burger King once again claimed fourth place after making news for its menu overhaul and plan to return to public markets.
Burger King went public and claimed the ticker symbol BKW in late June. The fast-food chain also unveiled a new summer menu, which features BBQ sandwiches and a bacon sundae.
Chipotle remained in fifth place, surrounded by reports of increased profit, its influence on a booming antibiotic-free meat business, and a criminal probe about the legality of its employees.
The report also provides MediaMatch data for three of the top QSR brands: Wendy’s, Chick-fil-A, and Krispy Kreme. MediaMatch uses General Sentiment’s core social analytics platform to isolate audiences and identify the most suitable TV show or brand for any given advertiser. The top TV show matches for Wendy’s, Chick-fil-A and Krispy Kreme, are:
• Wendy’s: “Copper,” “Sullivan & Son,” and “The Great Escape”
• Chick-fil-A: “Nashville,” “Undercover Boss,” and “Major Crimes”
• Krispy Kreme: “Undercover Boss,” “Animal Practice,” and “Minute to Win It”
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