Forget what you think you know about market dominance.

In 2023, MSW Research looked at consumer behavior for 4 popular fast-food chains.

Our findings revealed that McDonald’s commands an impressive 11% positive market gap. 🍔

But where do these customers even come from?

People who prefer other fast-food brands but can’t get to them.

Take Wendy’s for example.

Even though it drives Brand Preference at 22%, its lack of availability is leading consumers to go elsewhere.

To close this gap, Wendy’s must intensify efforts in recruiting new franchisees while maintaining existing marketing strategies that are working to build their distinct brand assets and preference among their users. 🥤

→ Understanding brand preference and market potential offers actionable insights for strategic growth.

With MSW Research’s proven predictive power, brands can address market gaps effectively, driving strategy for maximum impact.

Proximity matters—even when it comes to your go-to fries. 🍟