Introducing the QSR Index

Veritonic QSR Index

Veritonic Index of Brand Effectiveness

The Top Quick-Serve Restaurant Advertisers

 
As one of the biggest ad spenders, the Quick Service Restaurant (QSR) industry is a bellwether of the advertising industry. Veritonic has used its technology to evaluate a curated set of ads from each company to come up with a metric for the overall performance of the QSR industry’s advertising.

Source: Veritonic QSR Index Survey. ©2017 Veritonic, Inc.

Key Takeaways

 
A few trends are immediately obvious.

First, the scores for any one brand may vary dramatically from quarter to quarter. Dunkin Donuts, for instance, moved from a 70 in Q3 to a 65 in Q4. This reflects the challenges that marketers at these companies face. Consistently crafting compelling and engaging messages is really, really hard. Add in the hard reality of continuously changing consumer preferences, and a tough competitive set, and it’s no surprise that a brand’s marketing performance will vary.

Second, the average scored moved DOWN in Q4. This may be a reflection of the Olympics as much as anything: some major QSR brands, including Subway and McDonalds, were on-air near constantly during the Olympics, with highly aspirational brand ads that scored really well in Veritonic’s index. It’s not a shock that brand ads, focused on reinforcing each brand’s key messages and values, performed better — in some cases, substantially better — than product or promotional spots. (“Come in now for a limited time value menu!”)

Veritonic QSR Index Average

Lastly, not all brands are good at conveying their brand values in media. The lowest performer in our index is Starbucks, which (perhaps) spends more focus on their in-store experience than on marketing. They also spend relatively less than some of these other brands. In 2016, for instance, Starbucks spent approximately $387MM on Marketing, which is about 1.8% of their overall sales.

McDonalds, by contrast, spends almost 80% more relative it’s size, with about 3.2% of revenue going back into marketing. (That’s over $800MM.)

Methodology

 
Over 3000 panelists were surveyed beginning in July, 2016. The panel was carefully modeled to reflect US Census-representative distributions of age, gender, ethnicity and race. Household income and data about a variety of other demographic and psychographic factors were also collected.

Panelists were asked to record their emotions as the ads played. Panelists were then asked about a generalized basket of other feelings and associations the music and ads evoked.

All emotions and engagement were tracked using Veritonic’s patent-pending EchoTime™ technology.

Finally, scores were calculated using a proprietary algorithm that combines emotional response, engagement, and Veritonic’s EchoTime™ data.

Up to 2 ads from each brand were selected for evaluation. Ads were assigned to the quarter closest to when they launched, and thus not every brand was evaluated in each quarter.

Individual Results

Ads Brands Overall Excited Happy Authentic
QSR Index of Brand Effectiveness — Average Scores
69
74
77
65
 1
Burger King
71
78
83
65
 2
Subway
71
76
78
65
 4
Chipotle
70
76
82
65
Arby’s
70
78
78
68
KFC
70
74
76
65
This report includes detailed data for the top 5 brands tested. If you’d like details on other brands or attributes, or to have your brand analyzed, please contact us.
Wendy’s
70
76
80
65
 2
Taco Bell
69
74
74
64
Jimmy John’s
69
76
78
65
Panera Bread
68
72
78
68
McDonald’s
68
74
76
65
 0
Pizza Hut
67
75
74
64
Quiznos
67
74
74
62
Dunkin Donuts
65
65
74
64
 5
Starbucks
59
60
74
65

About Veritonic

 
Veritonic is the premier marketing analytics platform for sound. We help brands benchmark and test the emotional and demographic appeal of audio logos and other audio assets used for marketing, like music and voiceover. The Veritonic platform combines proprietary marketing response data with predictive algorithms and a unique demographic search engine giving our clients insight into how their audio content fits with specific marketing goals.

If you have questions about how your music and audio content stacks up to your competition, contact us.

If you have questions about the value of the music or audio content you are using in your marketing, contact us.

If you have questions about how to improve your music selection and the equity that your brand enjoys in music, contact us.

We turn audio files into valuable marketing assets.
 

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