Poll: Customers love Blaze, Chick-fil-A, Taco Bell, Krispy Kreme
The 30th annual Harris Poll's EquiTrend Study around the strongest U.S. brands this year dubs a handful of restaurant brands as being closest to Americans' hearts when it comes to overall familiarity, quality and consideration for purchasing. The 77,000-person poll of U.S. consumers named Five Guys the nation's top burger chain, Blaze the primary pizza brand, Taco Bell for best Mexican, Chick-Fil-A for chicken and Krispy Kreme for the top coffee shop, according to Harris Polls news release on the study.
This company said this year's results showed an increased desire among consumers to "simplify and align with brands they know and trust. The study found that some brands are failing to meet those desires; 25 percent of brands measured last year suffering significantly declining scores this year.
Consumers, according to Harris, are gravitating toward smaller, select sets of brands, which they say showed up in the study as decreasing brand awareness and quality perception.
The company said today's consumers' minuscule attention spans combined with the rapid introduction of new products to force consumers to turn "inward" and give their attention to a select group of brands they trust. That was indicated, the company said, in the fact that only 10 percent of the brands in this year's poll significantly increased brand equity.
"The EQ study reveals that brand equity is no longer guaranteed by size or media impressions," Harris Poll CEO John Gerzema said on the Harris Poll website. "This is actually a time when being 'big' is code for being the establishment. As private label and the popularity of craft products rises, brands are now differentiated on their values, personal connection and their ability to build community."