SA’s Top Restaurant Brands
Spur has been identified as SA’s leading restaurant brand, according to the results of a survey conducted by Acentric Marketing Research. The survey was conducted in the first quarter of 2012 and included 21 restaurant-chain brands. The survey was conducted amongst a scientifically selected sample of 364 online panelists, and has a margin of error of 5.2% (see technical note).
In total, 21 restaurant brands were ranked according to the ABM (Acentric Brand Model) Index. The top five most powerful brands were identified as: Spur with the largest ABM index score of 15%, closely followed by KFC (14%), Mug & Bean (12%), McDonalds (9%) and Woolworths (8%).
“The ABM Index is a proven index of brand equity, which strongly correlates with market share (0.9 correlation). The ABM Index in essence...