First of all, greetings from Bentonville!
Are we surprised that Quick Serve Restaurant brands dominated the recent Global Brand Simplicity Index created by consultants Siegel+Gale? Six thousand consumers around the world rated brands based on “ease, transparency, innovation and communication,” and McDonald’s was #1, followed by KFC (#4), Burger King (#5), Pizza Hut (#7), Starbucks (#8) and Subway (#10). Retailer Walmart, a big player in groceries, came in sixth. The survey found that 5-17% of US consumers would pay a 5% premium for products and interactions with brands that were simpler. When focused just on the US, the top brands were:
- Dunkin’ Donuts
- Burger King
- Trader Joe’s
- Old Navy
 China, Germany, India, the Middle East, United Kingdom and the United States.