Baskin Robbins, the US-based chain of ice cream and cake restaurants, has been voted the top fast food company for brand intimacy in the UAE.
Baskin Robbins leads the industry rankings in the 2019 Brand Intimacy Report for the first time in 2019, gaining six spots after ranking seventh in 2018.
MBLM, which produced the report, said the fast food industry ranks 13th out of 15 industries studied in report, its first move upwards after ranking 14th in both 2018 and 2017.
The remaining top 10 positions in the industry were taken by Costa Coffee, Starbucks, Subway, McDonald's, KFC, Tim Horton's, Pizza Hut, Burger King and Shake Shack.
Brands in the industry showed a wide variation in performance among different demographics. Millennials displayed stronger relationships with Costa Coffee, while users between the ages of 35-64 reported more intimacy with KFC.
Looking at gender and income, Starbucks ranked first with female users, while Baskin Robbins took the top spot with both male and high-income users.
Brand intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love.
“Fast food brands have improved their relationships with consumers, despite the growing trends towards healthier food options in the UAE. Consumers report that their emotional bonds with brands are deeply rooted in moments of pampering and gratification,” said William Shintani, managing partner of MBLM.
“There continues to be an opportunity for brands in this industry to better leverage emotions when building consumer relationships: to revisit not only their portfolio of offerings, but to also look towards brand-led initiatives strategically targeted to create stronger bonds.”
Other findings for the fast food industry included 2 percent of users in the study saying that they couldn’t live without Baskin Robbins while 1 percent of users said they have an immediate emotional connection with McDonald’s, 33 percent higher than the industry average.
The report also revealed that 3 percent of users reported that they are willing to pay 20 percent more for Burger King’s products while Starbucks ranked highest in the industry for daily frequency.For all the latest retail news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.
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