Omnivore - Research suggests Chick-fil-A's image has taken a hit

They may not have invented the chicken, but they have invented some serious controversy.


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In the wake of the controversy surrounding Chick-fil-A president Dan Cathy's anti-gay marriage comments, it seems that the company's image has taken a hit. Nation's Restaurant News cites research from YouGov Brandindex that suggests that Chick-fil-A's image has fallen in the eyes of consumers.

The YouGov BrandIndex, according to Nation's Restaurant News, "creates an index score based on consumers' average ratings of perceptions of a brand's buzz, quality, value and reputation." This recent study marks Chick-fil-A's decline from well above its competitors to their lowest score in two years.

After Dan Cathy's comments were published by Baptist Press on July 16, YouGov BrandIndex conducted their research. They found that "In the Midewest, Chick-fil-A's perception jumped up for a week, and has tapered off to where it was before the interview was published." But, "As the controversy has snowballed, the company's overall consumer brand health with fast food eaters has dropped to its lowest levels since mid-August 2010."