The fallout continues for Chick-Fil-A after comments made by its chairman. Dan Cathy’s anti-gay rant during a recent radio show has had swift and profound fallout on the brand, and its position in the marketplace. According to online market tracker YouGov BrandIndex.com, the company’s brand has taken a significant hit. It’s consumer brand rating has dropped to its lowest level since 2010 and insiders feel that this is due directly to the comments made by CEO Cathy.
Chick-Fil-A was one of the top five best perceived QSR (quick service restaurants) restaurant chains in the U.S. over the first half of this year, according to YouGov BrandIndex data. 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 Dan Cathy interview, Chick-Fil-A’s Index score was 65, a very substantial 19 points above the Top National QSR Sector average score that day of 46.
Four days later, Chick-Fil-A had fallen to 47 score, three points below the Top National QSR Sector average score of 50. This past Wednesday, Chick-Fil-A had a 39 score compared to the Top National QSR Sector average score of 43.
The brands QSR rating in its home territory of the south has taken a beating. Respondents in the South took Chick-Fil-A from an Index score of 80 on July 16th to its current 44. Chick-Fil-A’s biggest drop took place in the Northeast, where it went from 76 to 35, a difference of 41 points.
Chick-Fil-A’s corporate office has remained silent on these results, but it would appear the writing is on the wall; Americans aren’t happy with such a blatant hatred. What do you think of these findings? Comments are welcome…