Taco Bell winning breakfast battle with McDonald’s according to YouGov research

Taco Bell has edged ahead of its fast food rival McDonald’s in the consumer perception stakes, according to the latest polling evidence compiled by YouGov’s BrandIndex, following a spate of negative headlines to hit the latter around wage thefts and price hikes.

This saw the burger chain leapfrogged by its Taco serving rivals at the tail end of March, a trend accelerated by a successful Taco Bell breakfast menu ad which kicked in mid-month which directly satirised Ronald McDonald and ‘outdated’ Egg McMuffins.

These diverging performances have seen taco Bell post its highest BrandIndex ‘Buzz’ level since last September whilst McDonald’s slumped to its lowest levels since the end of November.

Over this period Taco Bell rose in YouGov’s ‘Buzz’ chart from a rating of 11 to hit 15 whilst McDonald’s headed in the other direction, falling from 11 to 9.

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