April 13th, 2021, Kim Ho
- YouGov release regional rankings of best QSR brands
- Four of top ten are home-grown
- KFC smokes the competition, scoring particularly well for value
- Café Amazon beats out Starbucks
KFC tops YouGov’s 2021 QSR Rankings for Thailand with an Index score of +49.2, making it the restaurant brand with the best overall brand health according to Thais.
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 all 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 +53.0 – making it a whopping 26.1 points ahead of Café Amazon who comes in second (+26.9) for Value. Café Amazon also comes in second overall (+32.6).
Café Amazon is not the only home-grown brand on the list. The Pizza Company is in fourth (+29.1), MK Restaurants takes fifth (+28.8) and Shabushi in tenth (+24.3).
The rest of the top ten consists of American chains. Swensen’s takes third (+31.7), McDonald’s in sixth (+28.6) and Pizza Hut in seventh (+28.3). Starbucks comes in eighth overall (+24.9), but does score well for Reputation (measuring which brands consumers would be proudest to work for) coming in second for this metric (+32.6). The coffee chain also scores well for Quality, coming in third (+38.8). The list is rounded up with Mister Donut in ninth (+24.3).
YouGov also looks at which QSR brand has shown the greatest improvement in scores. Pizza Hut shows the greatest improvement, with an increase of 3.5 in the past year. It is followed closely by competitor The Pizza Company (up 3.2 points).