Sorry, McDonald's -- In Chipotle We Trust


Right now, consumers are just not Lovin' It.

If you know anything about fast casual, it's that Chipotle is king, while fast-food-icon-of-the-ages McDonald's is steadily losing steam as the health-conscious, millennial generation is on the rise. A recent report by the Reputation Institute confirms this notion. Reputation Institute, a global consulting firm, researches the customers' emotional connections to a brand and in turn studies how those sentiments affect their willingness to buy the company's product. In their annual survey, they asked 27,000 people to chime in on some of the most talked about U.S. companies.

Which of the chains came out on top? Panera leads the top ten list, followed by Dunkin' Brands. Of course, Chipotle made the list, along with Wendy's and Subway, but (maybe not-so) surprisingly enough, food tycoon McDonald's did not.

In one year, on scale from 0 to 100, Chipotle's reputation score jumped to 74.2 in 2015 from its previous 69.4 score, whereas McDonald's dropped to 55.3 from its former 64. Read More

Posted on June 22, 2015 and filed under Fast Casual, Fast Casual Trends.