In a year where quick-service restaurants’ perceptions have trended downward as a category, Subway and Wendy’s once again finished No. 1 and No. 2 in YouGov BrandIndex’s mid-year ranking of brands based on its proprietary “buzz score.”
Subway and Wendy’s had buzz scores of 29.7 and 19.5, respectively, through the first half of 2013, down from 41.7 and 28.5 a year earlier.
BrandIndex calculates its buzz score by surveying thousands of consumers each weekday about hundreds of brands, asking, “If you’ve heard anything about the brand in the last two weeks … was it positive or negative?” Negative responses are subtracted from positive ones, and a moving average is calculated on a scale between negative 100 and positive 100, with zero denoting a neutral perception of the brand.
Rounding out the top five best-perceived brands of the first half of 2013 were Pizza Hut, KFC and McDonald’s, with buzz scores of 16.4, 12.8 and 11.6, respectively. Last year, brands with the No. 3 through No. 5 buzz scores were Papa John’s, Pizza Hut and Chick-fil-A, with scores of 26.5, 25.9 and 20.7, respectively.
Subway has topped the mid-year list of buzz scores for the third consecutive year, BrandIndex reported.