It's fairly easy to measure how many locations a given fast food chain has, or its sales for the year, but what about how much people actually talk about the brand? The YouGov BrandIndex tries to make "buzz" tangible by asking survey respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" From there, YouGov comes up with its Buzz Index, based on a point system.
The company has just released its mid-year rankings for 2012 across many categories such as hotels, beverages & snacks and insurance. In the quick service restaurant (QSR) sector, there are two new companies on the list: Papa John's and Pizza Hut, which have replaced Burger King and KFC. Subway, the most buzzed about chain in the QSR sector, was also the top-ranked brand across all categories overall.
In addition to measure the top buzz, YouGov also measured the top QSR buzz improvers for the first half of 2012. Taco Bell had a big boost in consumer perception from 2011 to 2012, as did Little Caesar's. Pizza Hut and Wendy's appear on both the Top Buzz and Top Buzz Improver results. Check out the results of the Top Buzz Improvers:
Here are the top buzzed about quick service restaurant chains for the first half of 2012: