For more details on our Mean More® Score, please download our thought paper.
Meyocks helps brands shape marketplace meaning. To track our progress, we’ve developed our own proprietary tool called the Mean More® Score. It’s based on a straightforward concept of quantifying consumer disappointment with having to use the second choice in a category. Click here for our research methodology.
Given our focus on food marketing, one of the categories we explored was fast food/burgers. We wanted to see what fast food – burger brands mean more to consumers when faced with the prospect of having to replace their favorite brand with their second choice.
Here are the Mean More® Scores for major fast food/burger brands:
Our research shows that consumers would be most disappointed if they had to give up In-N-Out Burger. On the other hand, consumers would be less disappointed to give up McDonald’s as their fast food burger restaurant..
So why does the Mean More® Score matter? Our analysis of a number of consumer categories shows that Mean More® Scores have a higher correlation with revenue growth than standard brand measurements such as “Overall Brand Rating” and “Willingness to Recommend.”
In future blog posts, we’ll highlight additional categories and how disappointed consumers would be with their second choice.
For more information about our Mean More® Score process download our whitepaper or contact us today.