Broad Street Licensing Group Food News

That’s Why They’re Called “Fast Food”

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[1] 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:

  1. Netflix
  2. Subway
  3. McDonald’s
  4. Dunkin’ Donuts
  5. Burger King
  6. Walmart
  7. Trader Joe’s
  8. Kroger
  9. Starbucks
  10. Old Navy


[1] China, Germany, India, the Middle East, United Kingdom and the United States.

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