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Chart of Chick-Fil-A's brand approval
Telling chart: Chick-Fil-A's brand approval since Dan Cathy's interview (YouGov)
Well, I guess this explains Chick-Fil-A distributing form letters to franchise owners that beg customers: "Don't hate us because Chick-Fil-A's president hates the gays!"

A branding and marketing research company did some customer surveys and they just released them.


On July 16th, the day the Baptist Press published its Dan Cathy interview, Chick-Fil-A's Index score was 65, a very substantial 19 points above the Top National QSR Sector average score that day of 46.

Four days later, Chick-Fil-A had fallen to 47 score, three points below the Top National QSR Sector average score of 50. This past Wednesday, Chick-Fil-A had a 39 score compared to the Top National QSR Sector average score of 43.

That's a 26-point drop. We haven't seen a brand tank that fast since, well, probably Komen for the Cure. Maybe playing to fundie sensibilities isn't as popular as the Christian fundamentalists say it is? Maybe more Americans fall into the live and let live camp?


It is also the first time Chick-Fil-A has sunk below the fast food consumer perception average of the top QSR [quick serve restaurant] restaurant chains.

Chick-Fil-A was one of the top five best perceived QSR restaurant chains in the U.S. over the first half of this year, according to YouGov BrandIndex data.

Among the metrics they surveyed were, "quality, impression, value, reputation, satisfaction and willingness to recommend."
Sarah and Todd Palin express their support for Chick-Fil-A.
Winning, duh! Sarah Palin boarded her latest sinking ship last night. (Facebook)
At least Chick-Fil-A is still held in very high regard by Margie Phelps and the Westboro Baptist Church, Mike Huckabee, Sarah Palin and Rick Santorum.

YouGov research has more information including regional polling here.

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