Restaurant & Fast Food Brand Index

February 09, 2018

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.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Restaurant & Fast Food Brand Index, we look at three things.

  1. Percentage of unprompted brand recall within a named category e.g. ‘Gaming & Gambling’ ‘Snacks’ or ‘Entertainment’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. 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.

Top 18 Restaurant & Fast Food Brand Leaders by unprompted brand recall, ranked by Total Brand Equity

  1. Nando's
  2. McDonald’s
  3. Pizza Express
  4. KFC
  5. Pizza Hut
  6. Wagamama
  7. Wetherspoons
  8. Frankie and Benny's
  9. Toby Carvery
  10. Bella Italia
  11. TGI Friday’s
  12. Just Eat
  13. Harvester
  14. Prezzo
  15. Miller & Carter
  16. Burger King
  17. Zizzi
  18. Subway

Key Findings

104 different brands were named, showing considerable breadth of recall, with a high variety of cuisines chosen.

Due to this range, a brand needed just 1% of unprompted brand recall to be in the Top 18 brands, and 5% to be in the Top 5.

Total Brand Equity in the Restaurant & Fast Food Industry.png

(Click to enlarge this image)

Within the top brands mapped in the Restaurants & Fast Food Brand Index, the average brand strength score is a strong 117.54. Toby Carvery has the strongest at 178.57, while Prezzo has the weakest, though it is still a very respectable 65.38.

Notably, every brand in the top 18 scored positive brand strengths, showing that most people’s preferred or admired brands are easily recalled.

Restaurant & Fast Food Brand Equity Matrix .png (Click to enlarge this image)

Looking at the top brands again, the average Total Brand Equity score is 452, this time with Nando’s leading the way with a score of 2,000 thanks to its very strong unprompted brand recall and excellent brand strength. 

The median score is 451, which is again exceptionally high, showing all brands remembered were highly regarded. Subway has the lowest Brand Equity, at 100, due to its relatively low Purchase Intent and NPS compared to the other brands in the top 18, though still high scores absolutely.

The overall Restaurant & Fast Food industry Net Promoter Score is 49%, a particularly high figure compared to many other industry-wide NPS scores seen in our Brand Index analysis. This rises even further for the top 18 brands, to 54%.

Here is how people described the Restaurant & Fast Food brands that came top of mind during unprompted brand recall:

Restaurants Brand Wordcloud .png

The Full Report

The report includes:

  • The UK's leading Restaurant & Fast Food brands for Awareness, Purchase Intent and Net Promoter Score
  • Overall Brand Strength and Total Brand Equity index
  • Industry averages and market dynamics
  • Key takeaways for the UK Restaurant & Fast Food industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 2nd February 2018 - 4th February 2018.  

 

View the Restaurant & Fast Food Brand Industry Report

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