Data Overview Report

Consumers’ Perception Of Quick-Service Food And Beverage Brands

Salience, Fit, and Affinity Drive A Brand’s Energy

December 4th, 2023
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Mike Proulx , Shynise McElveen

Forrester’s Brand Energy Framework describes a brand’s capacity to grow and create value by energizing customer relationships and creating passionate advocates. This report uses Forrester survey data and this framework to analyze a variety of quick-service food and beverage brands like McDonald’s and Starbucks. CMOs working in this and other categories can learn how the three pillars of brand energy — salience, fit, and affinity — drive brand perception, growth, and value for brands.

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