MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.  If you have questions about your category – give us a call.

This week our RDE Assessment among 250 men for several major brands in the Fast Food Restaurants category led to the following insights about the three major burger chains:

• McDonald’s easily outpaced its fellow burger purveyors – and all other fast food outlets we studied – in terms of Relevance.  The chain’s ubiquity, shrewd marketing and combination of price, convenience and taste drive its relevance among consumers which in turn underpins its leading sales position in the industry.

• McDonald’s also leads its peers in emotionally connecting with consumers perhaps due to its history and long-running I’m Lovin’ It campaign.

• Burger King has a slight edge on its rivals when it comes to differentiation, with a history of being unafraid to try innovative menu items, illustrated by the recently introduced Impossible Whopper.

• Wendy’s is seen as more differentiated than McDonald’s, perhaps due to a menu that features classic differentiators like the Frosty and Chili as well as newer favorites like the Baconator; and is more emotionally connected than Burger King with a brand personality that has embraced a sassy social media persona. 

• McDonald’s lead in overall RDE score is reflected in its dominant position in terms of both brand preference and market share.