McDonalds stock plummets but its brand perception hits a high in key markets

McDonalds reported disappointing results for the second financial quarter, with sales 0.5 per cent lower than expected. This resulted in a drop in share price and the company warning investors it had another tough year ahead.

On a more positive note, across four key markets its brand perception is up, according to YouGov’s Brand Index.

Looking at McDonald’s Index score (first graph pictured) - which is a composite of six key measures of brand health - in the UK, US, France and Germany, consumers’ perception of the brand was better at the end of the quarter than it had been at the beginning.

In France and Germany, two of its more challenging markets, the brand’s Index score increased the most (up by around four-points in both countries).

Turning to McDonald’s Buzz score (second graph pictured), which calculates a net score based on the percentage of consumers who have heard something positive vs something negative about the brand, we see that – with the exception of the UK – people are hearing considerably more good than bad about McDonald’s.

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