• Nation's Restaurant News, Wednesday, February 8, 2012 10:40 AM

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.

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