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. 🍟