What is in this article?:
- Burger King's Satisfries boosts brand among health-focused consumers
- Burger King builds buzz
- Something to talk about
A recent study suggests the rollout had a bigger impact than the latest health initiative from McDonald’s.
Burger King builds buzz
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A new survey supports Stibel’s notion that Burger King helped its perceptions among consumers with the introduction of Satisfries, perhaps even more than McDonald’s did with its announcement that it would let customers substitute side salads for French fries in its meals.
According to consumer perception research service YouGov BrandIndex, since the Satisfries launch, Burger King improved its measurements of “buzz” and word-of-mouth promotion among two key constituencies: parents and adults who consider themselves to be in good or excellent health. While McDonald’s also improved those metrics with the same consumer groups, the data showed Burger King’s gains to have slightly more staying power.
BrandIndex calculates its buzz score by surveying thousands of consumers every day about different brands, asking, “If you’ve heard anything about this brand in the last two weeks, was it positive or negative?” Negative responses are subtracted from positive ones, and each day a moving average is calculated between negative 100 and positive 100, with a zero rating denoting neutral buzz.
Burger King’s buzz score among health-focused respondents rose from 14.9 to 16.1 the day Satisfries rolled out on Sept. 24, peaking at 19.3 for three consecutive days the next week and settling at 15.5 on Oct. 3.
Among parents, that score for Burger King was 23.7 on Sept. 24 and peaked at 28.4 three days later. Burger King’s buzz score among parents had been as low as 1.4, its score 10 days before the Satisfries launch. By Oct. 3, the brand’s buzz score settled at 17 with parents.
By contrast, McDonald’s buzz score among consumers rating themselves in good shape rose from 6.8 the day before to 8.8 on Sept. 26, the day the Oak Brook, Ill.-based chain announced changes to its menu that would allow for more fruits and vegetables to be sold to adults and in kids’ meals. That score peaked at 15.3 two days later and ended at 13.2 on Oct. 3.
Parents’ rating of McDonald’s buzz rose from 28.3 to 32.4 on Sept. 26, rising as high as 35.9 the next day, before falling sharply and ending at 7.1 on Oct. 3.
In other words, Burger King’s buzz score ended the period higher than McDonald’s, for both health-focused respondents and parents.