What is in this article?:
- McDonald's, KFC rank high on 'Global Brand Simplicity Index'
- Succeeding with simplicity
- Winning over the domestic audience
More simplicity leads to more sales, according to branding firm Siegel + Gale.
Succeeding with simplicity
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The report also took a look at what factors helped restaurant brands place higher in the simplicity rankings.
“Not surprisingly, [McDonald’s] gets high marks for speed and convenience,” the report said. “But McDonald’s also wins points for its accessible menu, transparent pricing and clear, concise messaging. And as concerns about obesity rise, McDonald’s is moving forward with redesigned packaging to include QR codes linked to nutritional information.”
Despite the food safety and avian-flu scares that have set KFC back in its crucial market of China this year, the brand still moved up 15 spots to No. 5 on Siegel + Gale’s global simplicity rankings, the report noted.
“[KFC’s] straightforward lineup of food and pricing, paired with roadside ubiquity and a successful online-coupon program, made KFC a favorite for many with an appetite for simplicity,” the report said.
Pizza Hut, which like KFC is a division of Louisville, Ky.-based Yum! Brands Inc., also received high marks from surveyed consumers about the brand’s accessibility and convenience, Siegel + Gale reported.
“With its memorable ads and made-to-order menus, it easily rises above the competition,” the report said. “Now, the brand’s website provides a completely fresh online experience, including the ability to place orders through Xbox Live.”