CO-WRITTEN / PARTNER | Staff Reporter, Australia

Maccas vs. Subway – The Consumer Perceptions Battle

According to an Ipsos’ Enhanced Media Metrics Australia (emma) study, consumer attitudes for the ‘Big Two’ of McDonalds and Subway varies heavily depending on the particular brand attribute in question.

65% of consumers agree that McDonalds in a popular brand compared to 56% for Subway, whilst a further 47% find it ‘convenient to use’, with Subway at 43% for convenience despite having 400+ (source: QSR Media's TOP 150 QSR list) more locations Australia-wide. McDonalds also beats Subway on competitiveness of pricing (40% vs. 33%), and is perceived to have better promotions (32% vs. 28%).

Subway will be happy to see their brand do very strongly on ‘has fresh ingredients’ and ‘offers a healthy alternative’ easily beating Maccas on both these metrics. Consumers also believe that Subway is more ‘trustworthy’ than the Golden Arches which aligns with the perception from 44% of consumers that believe Subway offers good quality food, compared to 11% who believe this to be to true for Maccas.

Looking at the easy to order menu and friendly staff, the brands are pretty close on both these measures, as they are on personality and character too.

Emma data enables brand and marketing managers to do brand health checks and measure performance against the competitive set.

More information on emma available at emma.com.au or luke.biggins@ipsos.com

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