In a study conducted by the market research team at Zion & Zion, Chick-fil-A ranked highest out of the 26 quick-service restaurants (QSR) in three of the five brand personality dimensions—sincerity, excitement, and competence—and second in sophistication. The brand personality study examined where the 26 largest QSR chains in the United States sit on five brand personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness. The largest being McDonald’s at $37.4 billion in revenue from its 14,036 locations, to Wingstop at $1.08 billion in revenue from its 1,037 locations.
The researchers surveyed 4,363 U.S. adults aged 18 and older and each respondent was asked about one of the 26 QSRs. Behavioral psychologist Jennifer Aaker developed a scale in 1997, which is now a now widely accepted framework for identifying and measuring human characteristics that are associated with a variety of brands across different industries. Aaker identified 42 specific human traits that can be segmented into the five broad brand personality dimensions mentioned above.
The study found that some of the other brands that consistently ranked high were: Sonic Drive-In (third in sincerity and excitement and fourth in competence) and Dairy Queen (second in sincerity, seventh in excitement, sixth in competence, and fourth in sophistication).
Some of the largest and most well-known brands displayed consistently less strength in brand personality dimensions, including: Burger King (24th in sincerity and 25th in excitement, competence, and sophistication); Papa John’s (26th in sincerity, 24th in excitement, and 21st in competence); KFC (26th in excitement, 21st in competence, and 24th in sophistication); and McDonald’s (21st in Excitement and 26th in Sophistication).