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A new white paper released by market research firm Technomic reveals what consumers think about leading restaurant brands' advertising efforts. As reported in "Perceptions of Restaurant Advertising: Consumer Assessments of the Leading Chain Brands" restaurant brands are measured on three attributes related to advertising:
Highlights from the research include:
"The challenge for operators is to develop messages that resonate with consumers through a variety of advertising channels," said Darren Tristano, EVP, Technomic. "It's important for restaurant operators and advertising agencies to know which brands are most effectively connecting with consumers in a crowded media landscape."
Technomic monitors consumers' brand perceptions with its online Consumer Brand Metrics tool which includes consumer assessments of 120 leading restaurant brands on more than 60 attributes, 13 of which are related to brand image, brand fit and customer loyalty. The consumer feedback is based on ongoing data collection and compiled from a nationally representative sample of more than 130,000 consumer restaurant visits to date.
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