People Love Their Fast Food! The QSR Industry Ranks Sixth in Brand Intimacy Test

How much do you love Chick-fil-A? Would you say...intimately? Well, if you would, you are not alone. A recent Brand Intimacy 2019 Study done by MBLM, found that people really feel strongly about their fast-food brands—especially Chick-fil-A.

The study uses in-depth emotional science to rate the degree of intimacy each brand elicits within its customer base, including the level of fulfillment, emotional connection, nostalgia and indulgence. Nine years in the making, the study evaluated over 18,000 consumers and 400 brands all over the world.

This isn’t the first time that Chick-fil-A has been voted as a customer favorite. The brand has been known to make customer service their top priority, even testing a tableside assistance button for customers to call their servers.

With the popularity of loyalty programs within the QSR and fast casual segments, it is clear that brands are beginning to recognize the importance of prolonged customer relationships.

Other QSR brands featured high on the list include Dunkin’ in second place, and Starbucks dropping to third after taking the top spot two years in a row. Although other industries such as entertainment and tech rank higher than QSR, Chick-fil-A came in an astounding tenth place overall. Obviously, whatever the chicken concept is doing is working—people are swiping right on Chick-fil-A.