Foodservice chains stand out in ‘simplest’ brands table

Burger King

Three fast food chains have been named in a top 10 ranking of the world’s ‘simplest’ global brands.

McDonald’s, Burger King and KFC all made it into the Global Brand Simplicity Index, which ranks brands based on their perceived simplicity based on interviews with 12,000 respondents.

Leading discount supermarket chain Aldi topped the list as the world’s simplest brand for the third year running, while Google dominated the US rankings.

However, it is the appearance of the foodservice trio in the top 10 that really shows the importance of a clear brand message in the restaurant arena.

“Perennial high-performer McDonald’s is joined by Burger King and KFC in this year’s top ten, showing that quick service also means simple service,” said brand design firm Siegel+Gale, which carries out the poll.

This year’s findings show that 63% of consumers are willing to pay more for simpler experiences, while 69% of consumers are more likely to recommend a brand because it’s simple.

“The Global Brand Simplicity Index has shown year after year that the benefits of simplicity remain constant,” said Howard Belk, co-CEO and chief creative officer at Siegel+Gale. “Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organisations.”

Brands can scale or plummet in the rankings based on a multitude of factors, including expansion of product offerings, or improved communications.

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