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Article: Survey Finds Consumers Show Little Commitment to Fast Food Brands; Subway and Wendy's Outperform Bigger Spenders McDonald's and Burger King.
- Article from:
- Business Wire
- Article date:
- July 24, 2003
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Business Editors
HORSHAM, Pa.--(BUSINESS WIRE)--July 24, 2003
Despite heavy investment in marketing, fast food consumers show a very weak commitment to national fast food chains, according to a study conducted by TNS Intersearch, one of the world's leading market information companies.
Of the national chains, Subway and Wendy's have the highest consumer commitment. McDonald's and Burger King have a weaker base of committed customers, and a high proportion of consumers at risk of defecting -- this despite the fact that the larger chains spend more on advertising (a combined $909,439,500 versus a combined $498,712,900 for the year 2002, according ...