NEW YORK — For the first time, Krispy Kreme has been named Coffee & Quick Service Restaurant Brand of the Year in the 2015 Harris Poll EquiTrend study, which looks at 66 restaurant brands across a variety of formats, from quick-service restaurant (QSR) to sit-down dining, gauging three key components of brand equity: familiarity, quality and consideration.
Both the familiarity and quality measures show significant year-over-year gains for the Krispy Kreme brand. Starbucks, Einstein Bros Bagels and Dunkin’ Donuts also rank above the Coffee & Quick Service category average.
“We are humbled by this honor and thank our loyal customers for making Krispy Kreme the highest ranked coffee and quick-service restaurant brand,” said Tony Thompson, Krispy Kreme president and CEO, when Harris Poll announced the results. “As we continue to live out our mission to touch and enhance lives through the joy that is Krispy Kreme, this study offers strong evidence that the Krispy Kreme brand continues to be well-regarded by American consumers.”
Krispy Kreme is a global retailer of sweet treats, including its signature Original Glazed doughnut. Based in Winston-Salem, N.C., the company has offered high-quality doughnuts and coffee since it was founded in 1937.
A sample of 38,670 U.S. consumers ages 15 and over were surveyed online from Jan. 8 through Feb. 2, 2015. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over based on age by gender, education, race/ethnicity, region, income and data from respondents ages 18 and over were also weighted for their propensity to be online. Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population.
The Harris Poll offers a diverse portfolio of proprietary client solutions for a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant and consumer packaged goods (CPG). The Harris Poll EquiTrend Brand Equity Study benchmarks the bonds between brands and consumers, annually recognizing the highest ranked brands in each category using an academically vetted brand equity model with elements like familiarity, quality and purchase consideration.