Tuesday, February 16, 2010

Fast Food Study: Most Trusted Nutritional Claims

Dallas, Texas based research firm, Decision Analyst, Inc., has conducted a study of which fast food restaurants' nutritional claims are most trusted by consumers.

Their conclusion: More consumers trust Subway’s nutritional claims, compared to all other popular quick service restaurants. According to Decision Analyst, Subway is the leader in consumer trust with almost one-quarter (24.2%) of consumers saying they “completely trust” its nutritional claims.

The percentage of consumers that "completely trust" the nutritional claims of other fast food restaurants are as follows: Chick-fil-a: 12.1%, Quizno's: 11.1%, Wendy's: 10.5%, KFC: 8.4%, and Taco Bell: 7.5%.

The study also found that 42% of Subway customers choose Subway because it "has a good selection of healthy items," versus only 3% of Taco Bell customers choosing Taco Bell for that reason.

Diane Brewton, Senior Vice President of the Market Intelligence Division at Decision Analyst, states the studies conclusion:
“Subway owns the nutritional claim relative to its competition, as there is a significant gap between Subway and these other popular fast food/quick-service restaurants. In fact, Subway is the only one of these restaurants with more people who ‘completely trust’ their nutritional claims than ’do not trust’ them. This finding illustrates the challenges and opportunities facing restaurants in their quest to gain greater acceptance of their health and nutrition efforts."

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