Grill’d considered as the most trustworthy brand
emma shows that the Australian consumer see Grill’d as the most trustworthy of all QSR brands.
Ipsos’ Enhanced Media Metrics Australia (emma) study shows longevity is no guarantee for trustworthiness. McDonalds has been in the market since the 1970s, as has WA favourite, Chicken Treat; Hogs Breath and Subway Australia opening in the 80s, however many of the other long-term brands have failed to make the top 10 list.
What has made the top 10 are some newer market entrants, including brands such as Grill’d and Boost Juice whose market position is based on offering a healthier option for consumers or a specific cuisine style, namely the Mexican-themed chains of Salsas, Zumbrero & Guzman & Gomez.
Crust Pizza also makes the top 10 as the only pizza QSR on the list, their brand position and marketing has generated a different perception amongst consumers compared to their main rivals.
Clearly there is a range of factors impacting on consumer perceptions; advertising spend varies, some very large established national brands have not made the top 10, whereas some relatively niche brands have, some brands are more likely to prepare food in front of consumers such as Subway, Crust Pizza, and some of the Mexican chains too, however this is not a universal characteristic either.
More information on emma available at emma.com.au or [email protected].
