NEW YORK—The fast-food industry maintained its 6th place ranking in the second year of the pandemic, according to MBLM’s Brand Intimacy COVID Study, which analyzes brands based on emotional connections with customers during the pandemic. Brand Intimacy performance has increased by 8% since early 2020. Daily usage has also risen by 8%, and customers’ willingness to pay 20% more for fast-food products and services has increased by 43% compared with last year’s report.
For the second year in a row, Chick-fil-A held the top spot as the fast-food company with the strongest levels of Brand Intimacy. Starbucks and Dunkin’ ranked second and third, respectively. The remaining fast-food brands in the top 10 are McDonald’s, Taco Bell, KFC, Pizza Hut, Dominos, Wendy’s and Subway.
“Despite having to shut down at some points and weather significant supply chain challenges recently, the fast-food industry has drawn consumers closer and created stronger emotional bonds over the last year,” said Mario Natarelli, managing partner, MBLM. “Brands in this industry have been able to capitalize on mobile ordering and digital drive-thru lanes during the pandemic. This has created a new reality within which fast-food brands provide even more comfort and convenience to stressed consumers.”
The highest-performing fast-food chains in terms of Brand Intimacy also experienced strong sales. According to Restaurant Business, McDonald’s $40 billion in sales now account for 13% of fast-food chain sales across the U.S., while Starbucks held the No. 2 spot in terms of popularity despite losses of more than 13% in systemwide earnings last year. Atlanta-based Chick-fil-A, meanwhile, saw sales rise 13% in 2020 to $13.7 billion.
The study also found that fast food continues to perform better with men than with women, and with younger versus older consumers. More than 32% of consumers have an increased positive emotional connection with fast-food brands since MBLM’s 2020 COVID study. Also, Starbucks is the top brand with men, while Chick-fil-A is the top brand with women.
In October, QSR Magazine listed the U.S.’s top 27 fastest growing quick-service restaurants, and Starbucks topped the list.