While many quick-service restaurants touted price in January TV ads, not all of them improved their value perceptions with consumers, according to new “value score” data from YouGov
BrandIndex.
BrandIndex calculates a value score by surveying thousands of American consumers every day and
asking, “Does this brand give a good value for what you pay?” Negative responses for each brand are subtracted from positive responses, and a moving average is calculated in a range from
negative 100 to positive 100, with a zero rating denoting neutral value perceptions.
Throughout January, Wendy’s had the largest lead in value scores, staying consistently in the
mid-40-point range, even though it has not been advertising its My 99 Value Menu anywhere near the level of its biggest burger competitor, McDonald’s, and its Dollar Menus at breakfast and
lunch.
advertisement
advertisement
Read the whole story at Nation's Restaurant News »