Chick-fil-A’s Brand Image Plummets
July 30, 2012 by Dan Rafter, Associate Director of Communications
We’re finally seeing some hard data that illustrates how Chick-fil-A’s anti-gay donations are affecting the company’s image, and the message is clear: fair-minded Americans aren’t happy with the fast food chain’s discriminatory practices.
According to YouGov’s BrandIndex, Chick-fil-A’s appeal with fast food consumers has plummeted since Dan Cathy made his latest round of anti-gay remarks on July 16. Prior to his remarks, BrandIndex reports Chick-fil-A’s score with consumers was 65 – nearly 20 points above the average score.
Chick-fil-A’s score on the consumer brand index less than two weeks later, on July 25, stood at a 39.
Chick-fil-A’s image has taken the biggest hit in the Northeast, where it’s dropped from a 76 to a 35. And despite the chain’s strong presence in the South, it’s image also is tarnished there – dropping from an 80 to a 44.
Chick-fil-A’s consumer brand perception is now significantly below the national average for fast food restaurants. Other chains in the category include Arby's, Papa John's, Domino's, Taco Bell, KFC, Burger King, and McDonald’s.
If you haven’t already, be sure to check out and sign HRC’s Chick-fil-A pledge.
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