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Consumers are loving all-day breakfast at McDonald's.
The Golden Arches' recent advertisement campaign for all-day breakfast appears to be the catalyst for the chain's increased positive brand perception, the firm's research shows.
"In our best judgment, it would seem like those events are related and that's what would explain some of the recent sentiment improvement in McDonald's brand scores," Ted Marzilli, CEO of YouGov BrandIndex, told CNBC.
People who love breakfast at fast-food chains were clearly drawn to McDonald's big move. Among adults over the age of 18 who eat breakfast at a restaurant at least once a month, some 46 percent of them say they might eat at McD's for their next meal. That's up from 39 percent in July.
This spike in brand scores could last "anywhere from a couple of weeks to a couple months depending on how big of a phenomenon this becomes and how much investment McDonald's puts behind it," said Marzilli.
McDonald's all-day-breakfast marks its biggest initiative in years — a move aimed both at answering consumer demand for breakfast throughout the day and helping boost traffic at the massive, struggling chain.
The restaurant's hashbrowns and Egg McMuffins have long dominated the breakfast category. Within McDonald's own lineup, breakfast accounts for roughly 25 percent of sales and 40 percent of profit in the United States alone.
McDonald's has reached its highest buzz score in 2015, up 17 points since the beginning of August and 10 points over the average fast-food chain, YouGov notes.
"The consideration scores, which are not easy to move, but we've seen that upward trend since the launch of the all-day breakfast, and that's really encouraging news for McDonald's," Marzilli said. "Particularly, in the face of declining sales over the last year or so. That doesn't necessarily mean that they are going to sustain it, but if I were McDonald's I would be pretty happy so far."
McDonald's did not immediately respond to a request for comment.