Brand index ranks fast-food chains' 'buzz' factor

Fast-food chains Subway, Wendy's and Chipotle generated the most buzz among consumers during the first half of this year, according to a research firm that measures brands 'buzz' factor.

Between January and June of this year, New York-based YouGov BrandIndex asked 5,000 US respondents if they had heard anything positive or negative about a brand, whether it be through advertising, news, or word of mouth, reported online industry publication Nation's Restaurant News (NRN) this week.

To arrive at the buzz score, the firm subtracted negative responses from positive ones. Zero is representative of equally positive and negative feedback.

Topping this year's list is Subway, which received a score of 42, followed by Wendy's, Chick-Fil-A, Burger King and KFC.

In an interview with NRN, Ted Marzilli, senior vice-president of the BrandIndex, said Subway's lead is likely due to its investment in heavy, large-scale advertising more than its positioning as a healthy fast-food alternative.

On July 12, Subway's promotion of its slow-cooked barbecue pork sub was trending on Twitter as #SUBWAYAllStarBBQ.

Chipotle was also singled out for making the biggest improvement on its buzz score from the same period the year previous.

The Mexican chain improved by one point from 8.8 last year to 9.8 this year.

Here are the full results:

Highest Quick-Service Restaurant Buzz Scorers

Subway
Wendy's
Chick-Fil-A
Burger King
KFC
Arby's
McDonald's
A&W
Quizno's
Chipotle

Top QSR improvers

Chipotle
Nathan's Famous
Hardee's
Culver's
Blimpie
Baja Fresh
Wienerschnitzel
A&W
In-N-Out
Long John Silver's