CO-WRITTEN / PARTNER | Staff Reporter, Australia

The Power of the Golden Arches

Everyone is well aware of the pulling power that McDonalds has. An emma study shows how powerful the international brand really is.

Putting numbers next to this phenomenon can still surprise as to just how strong the brand is. The emma survey asks both consideration and any usage over the last four weeks and we can also look at the percentage differential between the two to find out who is best converting their opportunity with consumers.

Looking at the numbers, the differential for McDonalds is negative (a good thing) and they’re the only brand that has accomplished this. 29.7% of people aged 14+ who were aware of the brand indicated they would most likely consider McDonalds when buying something to eat or drink. However - during the last four weeks 36% of people had purchased from McDonalds.

While one can say McDonalds need to do more to gain a favourable impression and have more people willing to say they’d consider buying from McDonalds, the brand ranked 2nd after Subway for consideration and 1st for any usage last-four-weeks.

People who don’t outright declare that they’d consider the brand still walk through the doors.

“The brands at the bottom of the list had a differential of over 80% which means they’ve potentially got a lot of upside but they still have to make it happen,” the survey noted.

“McDonalds and the other large brands that rank up front have a distinct advantage through a massive store network but smaller chains such as Zambrero demonstrate that could do good things and convert a good proportion of the people who are aware of the products.”

For more information of how brands perform in the emma survey contact ben.coulston@ipsos.com

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