Harris Poll studies strongest brands across industries based on consumer interaction
Millennials are beefing up restaurant brands, awarding higher than average brand equity to Coffee and Quick Service, Casual Dining and Chicken restaurants, according to new research from The Harris Poll's 29th annual EquiTrend Study, which measures brand health over time. The study, which reveals the strongest brands across the media, travel, financial, automotive, entertainment, retail, restaurant, technology, household and nonprofit industries based on consumer response, also indicates that Fast Casual Mexican and Pizza chains have notably lower brand equity among baby boomers.
According to Harris Poll's research, when analyzing restaurant brand equity by generation, Coffee and Quick Service Restaurant brand equity is nearly 5 points (+4.7) higher among millennials compared to baby boomers, while Casual Dining and Chicken restaurants are each four points higher. Conversely, Pizza (-8.0) and Fast Casual Mexican (-7.6) restaurants see a marked gap among baby boomers, pushing the overall equity for these restaurant categories below average. Since brand equity tends to resist movement, the equity gains and declines among restaurant brands is significant.