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As quick-service chains improve their value and quality to compete with fast casual and casual dining brands, consumer perception about the QSR segment seems to be on the rise as well. According to YouGov BrandIndex's consumer perception research, casual dining consumers view Wendy's and Subway as the best limited-service chains for quality perception.
Chipotle's perception is also high among casual dining patrons.
Chains that are gaining ground on quality perception according to the casual dining crowd include Papa John's, Pizza Hut and Arby's.
Brands that still lag in their appeal to casual diners include Burger King, Domino's and KFC, with Taco Bell, McDonald's and Long John Silver's particularly dragged down by their quality perception levels by the demographic.
Interestingly, most of these chains are undergoing a major brand transformation. Arby's and Domino's both recently launched new logos and restaurant prototypes. Earlier this week, Long John Silver's announced a new marketing campaign, while Taco Bell's Cantina Bowl has yielded high sales and has helped the company gain ground on Chipotle's quality perception metrics.
The top national QSR chains were measured with two of YouGov BrandIndex's scores simultaneously and plotted on a graph chart: value, which asks respondents "Does it give good value for what you pay?;" and quality, which asks respondents "Is it high quality or low quality?" Results were screened for respondents who have eaten at casual dining chains over the past three months.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
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