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When focusing just on survey respondents from the United States, Siegel + Gale’s report found that restaurants performed even better as a category than they did in the global rankings, placing as the No. 2 industry with a index score of 844.

In the domestic rankings, restaurants placed behind only Internet search companies as a category. The individual brand rankings also shifted when accounting just for domestic consumers.

While McDonald’s was the top-scoring company among restaurants once again, ranking No. 3 with an index score of 897, Subway and Dunkin’ Donuts were right behind at No. 4 and No. 6, respectively.

Starbucks Coffee leapt ahead of the field to finish at No. 10 in the domestic rankings, followed by Pizza Hut and Burger King at No. 11 and No. 13, respectively. KFC fell to the lowest-scoring restaurant in the United States at No. 14, with an index score of 776.

Even though those giant brands have succeeded in earning loyal customers through their straightforwardness and transparency, Siegel + Gale’s report said there is potential for further simplification and thus further sales growth in the restaurant industry.

The report said brands could improve their measures of simplicity by providing “remarkably clear and unexpectedly fresh experiences” to stand out from the muddle of competitors with complex offerings.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN