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Chick-fil-A rises, Starbucks falls in the 2020 MBLM BIS COVID Study rankings

Revenue, stock price growth of top intimate brands outperform S&P, Fortune 500

Chick-fil-A took the number one spot on the BIS COVID Study by MBLM. Retaining its spot from 2019, the fast-food chicken chain showed the strongest brand intimacy, based on a predictive model of how consumers interact with the brands they utilize and appreciate. McDonald’s and Starbucks swapped places, with the burger chain overtaking the coffee giant in this year’s study.

KFC, Dunkin’, Domino’s, Pizza Hut, Subway, Taco Bell, and Wendy’s ranked as the remaining top seven brands in the top fast-food brand intimacy list.

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“As we return to ‘normal’ life, fast food brands should find a way to reference what we have all been through together and how they have reliably comforted us through this crisis,” said Mario Natarelli, managing partner, MBLM.

Order-ahead, geofencing drive-thru and tracking deliveries are advances in technology that consumers are quickly embracing. Restaurant chains that can advance these technologies will elevate their customer acquisition capabilities and produce higher revenue and profit margin.

In fact, studies have revealed that order-ahead is a significant revenue booster. And brand intimacy, according to MBLM, can lead to price resilience. Consumers are willing to pay a premium in price when they can engage with a brand that is intimate. Top intimate brands generate twice the number of consumers willing to pay 20 percent more.

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Overall, according to MBLM’s analysis, the top intimate brands have outperformed the Fortune 500 and S&P 500 leading brand indices with regard to benchmark measurements. Top intimate brands show superior revenue growth, profit increases and stock price.

MBLM compared revenue growth and stock price increases (2Q ’20 / 2Q ’19) of the top intimate brands versus the S&P and Fortune 500 indices. With 3.38 percent revenue growth, top intimate brands outperformed the S&P and Fortune, which came in at 1.94 percent growth and (0.90) percent, respectively. And in terms of stock price growth, the top intimate brands increased 30 percent, compared to the S&P’s 26 percent and the Fortune 500’s 6 percent.

And top intimate brands nearly doubled their profit from the second quarter of 2019 to the same period in 2020. To view the full study, navigate to the MBLM study page.

Photo credit: Chick-fil-A (featured preview image)

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