Leading global market research firm Harris Interactive continues to examine the results of its 2010 EquiTrend® study, today focusing on the Top US Restaurant brands. The annual brand equity study measures over 1,000 brands across 42 categories, including a battery of US restaurant brands.
For the seventh straight year, Subway Restaurants ranks highest in brand equity in the quick service area, followed this year by Wendy's Restaurants. For the first time, the 2010 EquiTrend® study included casual dining establishments. Although Subway is not officially in the casual dining category, their brand equity ranking gives them the highest position among both quick service competitors and casual dining brands, which demonstrates the strength of their brand position in the restaurant industry.
"Subway ranking highest in almost every dimension we survey is very impressive," says Mary Bouchard, Vice President of Research for the Restaurant Industry. "Subway has maintained its brand equity by creating a strong consumer connection; they are very adept at reading and responding to shifts in consumer demand. When consumers wanted healthier choices, they promoted healthy options with the 6 grams of fat sandwich line; when we needed to save money, they set the standard for $5 meal promotions. It will be interesting to see how their new breakfast menu leverages their strengths."
No mention of their badass mascots, though.