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RESEARCH | Staff Reporter, Singapore
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McDonald's tops YouGov Singapore's QSR Rankings for 2021

Local Ya Kun Kaya Toast placed seventh.

McDonald’s is the top restaurant brand for Singaporeans, according to YouGov’s 2021 QSR Rankings.

The rankings are compiled using the data analytics group’s BrandIndex score, a measure of overall brand health calculated by taking the average of the following variables:

  • Impression – whether someone has a positive or negative impression of a brand 
  • Quality – a net measure of whether consumers think the brand represents good or poor quality 
  • Value – a net measure of whether consumers think the brand represents good or poor value for money 
  • Satisfaction – whether someone is a satisfied or dissatisfied customer 
  • Recommend – whether someone would recommend a brand to a friend or not 
  • Reputation – whether someone is proud or embarrassed to work for a brand

McDonald’s got an Index score of +39.3, followed by Starbucks (+24.3), Subway (+23.1), KFC (+20.6) and Burger King (+19.7).

Coffee Bean & Tea Leaf took sixth place (+18.3), followed by Ya Kun Kaya Toast (+18.0), Pizza Hut (+15.1), Sushi Tei (+14.5) and Domino’s Pizza. (+12.5).

Of the six metrics, McDonald’s came up on top in five.

The rankings, which also looked at which QSR brands have shown the most improvement over the past year., saw McDonald’s with the most improved score (moving up 5.7 points), followed by KFC (up 3.1) and Pizza Hut (up 2.1).

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