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Old 10-06-2012, 06:24 PM   #1
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Default Chick-fil-A brand rating drops 30+ points after boycott of company.

http://today.yougov.com/news/2012/10...-july-remarks/

Embattled dining chain Chick-Fil-A’s perception with fast food diners is having a difficult time recovering from its July meltdown stemming from the CEO’s “biblical marriage” comments, according to YouGov BrandIndex, the only daily consumer perception research service of brands.

The Atlanta-based dining chain has been on a perception seesaw since August, attempting a PR comeback from what looks to be the sharpest perception drop of any fast food dining chain in the past two years.

Chick-Fil-A, formerly a high-flyer compared to its rivals, went on to sink to even deeper perception levels than when YouGov BrandIndex last looked at the crisis in late July. Twice the chain has begun climbing back since mid-August, only to fall back more recently.

Chick-Fil-A has been staging a comeback since a September 20th dispute broke out whether the company actually told Chicago alderman Joe Moreno that it will no longer donate to anti-gay groups or not. However, the brand is currently scoring only slightly above its perception from July 27th, when the brand had already dropped to its then-lowest levels since mid-2010 and well below the rest of the Top National QSR dining sector.

Chick-Fil-A and the Top National QSR Sector were measured with YouGov BrandIndex’s Index score, the company’s flagship brand health measurement. The Index score is an average of key scores measuring quality, impression, value, reputation, satisfaction and willingness to recommend. All measurements were filtered for adults 18+ who have eaten fast food in the past month. The Top National QSR sector average includes such brands as Pizza Hut, Arby's, Papa John's, Domino's, Taco Bell, KFC, McDonald's, Burger King, and Long John Silver's.

YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

On July 16th, the day the Baptist Press published its interview with Chick-Fil-A CEO Dan Cathy, the chain’s Index score was 56, 7 points above the Top National QSR Sector average score that day of 49.

By July 27th, Chick-Fil-A had a 35 score compared to the Top National QSR Sector average score of 45.

Chick-Fil-A’s Index score didn’t stop dropping, hitting a low of 30 on August 22nd. From then, it staged a comeback, reaching the Top National QSR sector score of 49 on September 10th. But the Index score had dropped back down to 37 on September 19th, when the brand issued a neutral statement saying its corporate giving had been mischaracterized for many months.

The chain’s Index score drop, from 62 on July 10th to 30 on August 22nd, represents a difference of 32 points, a feat not duplicated by any other top QSR brand since at least mid-2010.

Chick-Fil-A’s current Index score is 40, while the Top National QSR Sector average is 53.

YouGov BrandIndex (www.brandindex.com) interviews 5,000 people each weekday from a representative US population sample, more than 1.2 million interviews per year. Respondents are drawn from an online panel of more than 1.5MM individuals.

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Old 10-06-2012, 06:31 PM   #2
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

The company started regaining some of it's luster until the past couple of weeks, where CEO Dan Cathy's homophobic statements have once again harmed the companies' reputation.

Their brand rating is now below average for fast food companies. The boycott has therefore been successful. The company has ruined their opportunity of becoming a national and global icon. And their brand rating will drop further as more attention is brought on their lying, discriminatory actions and funds to hate groups.

Do any of you eat at CFA? If so, why? Are you boycotting the company? Leave your thoughts below.
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Old 10-06-2012, 06:48 PM   #3
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

Funny to see all the people going out to support Chik-fil-a (some claiming they weren't against homosexuality, but they were just supporting free speech ) and stuffing their faces with those mediocre sandwiches, you'd never see that many so-called Christians waiting in long lines to help out at a soup kitchen or homeless shelter.
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Old 10-06-2012, 07:55 PM   #4
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

Quote:
Originally Posted by Filo V. View Post

Do any of you eat at CFA? If so, why? Are you boycotting the company? Leave your thoughts below.
I don't think we have them in Canada. But perception means little. It is sales that matter.

But I was interested to see that they were miles ahead of other fast foods in perception, before the present situation. So they must have a good product. Eventually the public will put the real good taste of the chicken before the figurative bad taste left by the owner's charitable donations. I doubt if the taste of the chicken has changed.

Only sales figures matter and I would be surprised if they have dropped significantly.
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Old 10-06-2012, 08:46 PM   #5
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

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Funny to see all the people going out to support Chik-fil-a (some claiming they weren't against homosexuality, but they were just supporting free speech ) and stuffing their faces with those mediocre sandwiches, you'd never see that many so-called Christians waiting in long lines to help out at a soup kitchen or homeless shelter.
Exactly, and it's tragic. These fundamentalist morons so badly want to be martyrs so they lied about the reasons of the boycott to make themselves appear as victims of the "social left" These same people got up in arms when it was (as we know now, falsely) reported the company would stop donating to hate groups. That made it clear the entire Chick-fil-A appreciation day bullshit and support has been and is purely about coming together and celebrating homophobia. The fact that something like that would happen in 2012 is appalling but we've ultimately won the message war.

CFA leaders and their supporters are fucking disgusting pigs but if they want to eat greasy fast food and reduce their life spans, I ain't gonna complain
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Old 10-06-2012, 08:56 PM   #6
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

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I don't think we have them in Canada. But perception means little. It is sales that matter.

But I was interested to see that they were miles ahead of other fast foods in perception, before the present situation. So they must have a good product. Eventually the public will put the real good taste of the chicken before the figurative bad taste left by the owner's charitable donations. I doubt if the taste of the chicken has changed.

Only sales figures matter and I would be surprised if they have dropped significantly.
Brand rating matters in the sense that businesses want to associate with companies who will give them the most bang for their buck. A company with CFA's baggage will lose support from businesses that would add to the company because businesses won't want to associate with bigots and more importantly, they won't want to risk backlash.

CFA also has been basically run out of town in Chicago, Boston, have seen major loss in WEHO and could see their NYU operation removed from the premises. CFA will never go national. They've basically assured they will always be a predominantly Southern company.

People who started eating at CFA due to their moral stance will, if they haven't already, go back to their normal routines, if it didn't include CFA. Sales aren't down at all..........they've actually been up in many places, especially during Chick-fil-A appreciation day created by anti-gay Republican, Mike Huckabee. Millions have been making a point to eat there. But the damage to the brand will eventually show itself. It's going to be a long-term process.
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Old 10-07-2012, 06:56 AM   #7
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

what a terrible name for a company. Chick-fil-A ... what the hell is that? sounds like "chicken filler" -- which makes you think you're not eating real meat or something

we don't have them in Canada anyways. As far as fast food chicken goes, I don't like KFC but I like Popeye's.
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Old 10-07-2012, 01:49 PM   #8
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

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Originally Posted by Filo V. View Post
People who started eating at CFA due to their moral stance will, if they haven't already, go back to their normal routines, if it didn't include CFA. Sales aren't down at all..........they've actually been up in many places, especially during Chick-fil-A appreciation day created by anti-gay Republican, Mike Huckabee. Millions have been making a point to eat there. But the damage to the brand will eventually show itself. It's going to be a long-term process.
My guess is that it was yesterday's news and the public have already moved on.
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Old 10-07-2012, 05:19 PM   #9
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

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we don't have them in Canada anyways. As far as fast food chicken goes, I don't like KFC but I like Popeye's.
Popeyes

I had CFA a couple times in the past, they make decent waffle fries but their chicken is soooooo overrated. Popeyes is where it's at, I feel bad for all the poor misguided homophobes scarfing down their chicken sandwiches from CFA instead of going to Popeyes which is a million times better.
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Old 10-07-2012, 05:37 PM   #10
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

This only tells you how strongly rooted the bias in the media is.

The vast majority of the population opposes gay marriage (I'm not one of them, I think it's utterly ridiculous), but it's such a huge issue when one person in a position of financial power says it, and all of a sudden they make it seem like the company's reputation is hurt and etc.., etc..

It's all propaganda and lies. Most people don't care in the least what a businessman says, anymore than they do some what some Hollywood airhead parrots. People don't boycott Ben & Jerry's because the owners are far-left twits. But the media makes it into a negative discussion when it involves a social conservative issue. It's sickening.

The only image this has really hurt is the gay community again. Like the black community when they turn out to support thugs. They do nothing but reinforce the worst stereotypes when they choose to show up at CFA and engage in disgusting behavior and refusing to allow other people to have other opinions. They can't tolerate dissent of any kind. The gay "leadership" is behind only academia in terms of its intellectual intolerance.
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Old 10-07-2012, 06:08 PM   #11
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

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This only tells you how strongly rooted the bias in the media is.
Facts tend to have a liberal bias.

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The vast majority of the population opposes gay marriage
Care to back that statement up with numbers?

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but it's such a huge issue when one person in a position of financial power says it, and all of a sudden they make it seem like the company's reputation is hurt and etc.., etc..
Most companies are pro-gay with reason. And as the numbers show, yes, Chick-fil-A's reputation has been damaged overall. They are now associated with hate. That's having a bad reputation.

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It's all propaganda and lies. Most people don't care in the least what a businessman says, anymore than they do some what some Hollywood airhead parrots.
People may not care what a businessman says but they do care about where their money goes and who it goes to.

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People don't boycott Ben & Jerry's because the owners are far-left twits. But the media makes it into a negative discussion when it involves a social conservative issue. It's sickening.
It's not the fault of the media social conservatives put themselves in positions of criticism because they support and promote bigotry.

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The only image this has really hurt is the gay community again.
Only with people who weren't allies for the community to begin with.

Quote:
Like the black community when they turn out to support thugs. They do nothing but reinforce the worst stereotypes when they choose to show up at CFA and engage in disgusting behavior and refusing to allow other people to have other opinions.
Freedom of speech/opinion doesn't mean freedom from responsibility of said speech/opinion.

Choosing to anti-gay has consequences.

Quote:
They can't tolerate dissent of any kind.
There aren't two sides to this table. You're either pro or anti-equality.

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The gay "leadership" is behind only academia in terms of its intellectual intolerance.
Being anti-gay is the antithesis of intelligence.
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Old 10-07-2012, 06:10 PM   #12
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

People should stop telling me, my people and our allies to tolerate the fact they're intolerant of us and look down on us. Not going to happen.
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Old 10-07-2012, 06:25 PM   #13
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

Being anti-gay and being anti-gay marriage are very different issues. I think they are entirely misguided, but most people (even the non-religious) think that marriage involves the tradition of one man and one woman. And it's really just nonsense and semantics that they are fighting over. People in other countries allow polygamy. I have no problem with that either. The institution of marriage has become a complete joke now. I don't know why people on either side are so entirely consumed by it.
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Old 10-07-2012, 06:41 PM   #14
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

I would help this brave man if only I was a fat American who eats fast food garbage.
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Old 10-07-2012, 06:55 PM   #15
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Default Re: Chick-fil-A brand rating drops 30+ points after boycott of company.

As opposed to what?

Rice and beans.

I'd rather die of a heart attack in my 50's by eating tons of fast food, rather than live to be an old man and eating 90% rice. I actually have to try to eat unhealthy because I don't want to live to be too old.

McDonald's feeds more people, and especially more low-income people around the entire world than any government. It's like the only place you can still get a full meal* for like $5-6.
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