A branding and marketing research company did some customer surveys and they just released them.
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.That's a 26-point drop. We haven't seen a brand tank that fast since, well, probably Komen for the Cure. Maybe playing to fundie sensibilities isn't as popular as the Christian fundamentalists say it is? Maybe more Americans fall into the live and let live camp?
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.
It is also the first time Chick-Fil-A has sunk below the fast food consumer perception average of the top QSR [quick serve restaurant] restaurant chains.Among the metrics they surveyed were, "quality, impression, value, reputation, satisfaction and willingness to recommend."
Chick-Fil-A was one of the top five best perceived QSR restaurant chains in the U.S. over the first half of this year, according to YouGov BrandIndex data.
YouGov research has more information including regional polling here.