What accounts for a good brand reputation? Exemplary customer service? Customers recommending the company to friends and family? The Reputation Institute took these questions and more into consideration when the research organization produced a list of the most reputable hospitality brands in America. The highest-scoring food and drink brands include Dunkin’ Donuts, Kraft, Panera, Hershey, and Campbell’s. But the food company with the best reputation in America is Kellogg’s, with a No. 2 ranking overall, just behind Amazon. Each of the food brands listed had an overall score of over 78, which is considered strong or excellent by the Reputation Institute.
In a separate list of the top quick-service restaurants, Panera got the top spot, above Chipotle and Starbucks, which are often considered the fast-casual darlings of today. The other quick-service brands in the top five are Dunkin’ Donuts, Subway, Krispy Kreme, and Texas Roadhouse. Other recognizable names did not fare as well. On last year’s list, McDonald’s reputation score was 64, and this year it fell to 55.3, which is considered weak by the Institute’s ranking standards, and mirrors the fast food company’s slumping sales.
“The key takeaway is that it's really not about the products or services the company provides,” said Brad Hecht, Reputation Institute's vice president, in a statement. “The company has to have a core purpose and stand behind it. The best companies do an excellent job at both.”
You can see the full rankings here.