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In an age of redefined relationships between brands and customers, two fast-food companies have proven that an emphasis on indulgence and public service create the deepest bonds.
Among fast-food brands, Starbucks nabbed the top spot, with Chick-fil-A as the runner up, in the Brand Intimacy 2020 Study by MBLM, an emotional science-based agency. The annual study, now in its 10th year, examines which brands have created the deepest bonds with customers.
That intimacy translates directly into boosting companies’ bottom lines: The top-scoring brands “significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit,” according to MBLM.
Within the fast food industry, the Top 5 for 2020 were:
- Starbucks
- Chick-fil-A
- McDonald’s
- Dunkin’
- Subway
In 2019’s study,
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