"The major movement since the metrics has been with millennials and to a lesser extent with moms," said YouGov BrandIndex CEO Ted Marzilli in an email. "Both of these groups have seen an uptick in quality perception and purchase consideration. Fast-food eaters in general, however, have shown little movement in their quality scores or likelihood to purchase."
From Oct. 13 to Oct. 20, millennials' quality score for McDonald's rose to -21.4, from -32.2. While this shows improvement, it's still markedly in negative territory, which indicates these diners have a poor overall impression of the chain. It's also much more negative than the average fast-food diner's perception of McDonald's quality, the report found. Fast-food eaters' quality perception rose to 0, from -3.5.
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The firm's quality score is determined by asking respondents "Does the chain represent good quality or poor quality?" and having them score a brand from -100 to 100 with zero equaling positive and negative feedback.
The respondents consisted of 1,000 millennials, 700 moms, and more than 4,300 fast-food eaters.