“Ba da ba ba ba, I’m lovin’ it”. Well people, are you still loving McDonald's (NASDAQ: MCD)? According to Reputation Institute, a global consulting firm, surveyed 27,000 people to weigh in on some of the 1,000 U.S. companies they were most familiar with and on how customers’ emotional connection to a brand correlates with willingness to buy a client’s company’s product. On a scale from 0 to 100, McDonalds’ score dropped to 55.3 in 2015 from 64 in 2014- with less than 31% of respondents saying they would invest in the company, down almost 10 percentage points from last year. Meanwhile, Chipotle’s (NASDAQ: CMG) reputation score jumped to 74.2 in 2015 from 69.4 in 2014. The Mexican restaurant and the burger giant have performed differently this year on the market: Chipotle shares are up 3% the past year, while shares of McDonalds have fallen 4.9% over the same time. Chipotle has made some improvement on employee support and has made sure to continue making food with integrity. For example, this spring, Chipotle began offering paid vacations, sick leave, and tuition reimbursement to all workers. They also stopped serving carnitas when a key pork supplier failed to meet animal welfare standards. It also got rid of genetically modified organisms (GMO) from the menu. As for McDonalds, after complaints from workers and franchisees throughout the year, they have made a commitment to sell antibiotic-free chicken and raise the pay of 90,000 workers beginning in July of this year. With these ideas, sounds like Mickey D’s will be getting back up in reputation this upcoming year.
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