April 13th, 2021, Kim Ho
- YouGov release regional rankings of best QSR brands
- American fast-food franchises dominate the list
- Local favourites J.CO in fourth, HokBen in seventh and Richeese Factory in eighth
- Starbucks the brand Indonesians would be proudest to work for
KFC tops YouGov’s 2021 QSR Rankings for Indonesia with an Index score of +37.3, making it the restaurant brand with the best overall brand health according to Indonesians.
The rankings are compiled using YouGov BrandIndex Index score, a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation scores. The rankings are measured from 1 March 2020 to 28 February 2021.
KFC comes up on top in five of the six metrics that make up its Index score – particularly for Value (measuring which brand consumers see to be most value-for-money). It holds a Value score of +39.9 – making it 11.1 points ahead of McDonald’s (+28.8) which comes in second for Quality. McDonald’s also comes in second overall with an Index score of +30.6).
American fast-food chains do well in the list, making up six of the top ten. Pizza Hut is in third (+28.6), Burger King in fifth (+16.8) and Starbucks in sixth (+16.4). While Starbucks places sixth overall, it holds the highest score in the Reputation metric (measuring which brand Indonesian consumers would be proudest to work for). It holds a Reputation score of +32.9, narrowly beating out KFC’s Reputation score of +30.2. Starbucks also holds a very low Value score of +1.9.
Local brands also have a strong presence. Donut franchise J.CO is in fourth (+17.5), HokBen in seventh (+16.0) and RiCheese factory in eighth (+13.4).
The list is completed with Taiwanese bubble tea chain Chatime in ninth (+13.2) and Singaporean bakery BreadTalk in tenth (+12.9).
YouGov also looks at which QSR brand has shown the greatest improvement in scores. McDonald’s ties with KFC, both increasing +3.5 points from the year before. With KFC’s launch of salad bar Naughty by Nature, incorporating its famous fried chicken in to salads, as well as McDonald’s many menu additions with local flavours – it is no surprise both brands have shown an improvement in brand health. Chatime Is the second most improved brand, with an increase of +2.5 in Index score.