In 2023, the fast-food industry faced a significant challenge with rising prices.

Fast-food chains had to think—well FAST.

Consumers perceived McDonalds and Burger King to be very similar with ‘Convenient,’ ‘Affordable’ and ‘Offering options friends and family enjoy.’

BurgerKing always trails in their head-to-head competition with McDonalds on these dimensions.

Rising prices are challenging the price/convenience positioning and surpassing consumer acceptance thresholds.

Value perceptions in QSR have been hit harder than other food service formats, and this has led to an increase in promotions.

McDonald’s is reported to be doubling its value mix. These promotions build revenue but detract from the brands core relationships.

Menu innovations by both are attempts to move somewhat toward a position that emphasizes a greater connection with customers.

Both Sonic and Wendy’s connect with guests on an emotional level.

Sonic is ‘Different’ as it has ‘Has trendy menu options’ and ‘Cares about its customers,’ and Wendy’s is ‘For someone like me’ and ‘Tastes good.’

In our next video, we will talk about the implications for reaching the brand’s potential. 📲

Ever wonder why consumers choose one brand over another?

In 2023, MSW Research used our BrandEdge solution to look at consumer behavior for 4 popular fast-food chains.

Our findings revealed that the leading reason for cross-brand usage for fast-food isn’t variety or price but something else entirely:

Convenience and availability

For example, among the 72% of McDonald’s patrons, a staggering 47% also frequent Sonic. 🥤

And despite McDonald’s being on every street, it actually has the lowest degree of cross-brand usage among its patrons.

Simply because McDonald’s is more readily available than others. 🍟

Your doorbell camera can recognize a person, a dog, or a package.

That doesn’t make for effective advertising.

While AI might be great at identifying these visual elements, it struggles to grasp the nuances of emotion.

Here’s where MSW Research’s Creative Effectiveness Score steps in:

Our blended approach, combining AI and human insights, bridges this gap, ensuring your advertising resonates on a deeper level.

It’s fast, cost-efficient, and adaptable across all media, empowering you to create impactful advertising consistently.

→ It’s not just about recognition—it’s about connection.

Contact us today to unlock the power of MSW’s Creative Effectiveness Score AI.