One of my favorite lunchtime meals (aside from sushi – I’m a serious sucker for raw fish) has always been a healthy salad with chicken – but definitely not of the fast food variety. As I covered in my blog post a couple of weeks ago on pancakes, fast food restaurants have just never been my go-to for a quick and easy meal. However, in the sixth installment of the “What Women Want” BPI series on top chicken brands, I found that I may be the only Twitter/Facebook/social media user who doesn’t love a good fast food run for a chicken fix.
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.
It’s interesting to note that even though chicken was #9 on men’s top 10 list of things they say they want, it didn’t even make the list for women. And yet, once again, men and women shared the same buzz winner: Kentucky Fried Chicken – which coincidentally, my husband considers as fine dining). The fast food giant generated about 66% of the overall conversations for both men and women, but was not as high as others on other metrics. Women’s conversations about KFC returned a Net Sentiment score of 71 and a Passion Intensity score of 35, while men’s opinions on the brand generated a Net Sentiment of 56 and a Passion Intensity of 51. Interestingly enough, this was our first installment in which the men and women had the same most loved brand – which went to Southern staple, Chick-fil-A. The chain generated approximately 25% of the chatter for both genders, landing it the second biggest share of buzz, and it ran away with the other metrics. On the women’s BPI, Chick-fil-A generated a Net Sentiment score of 81 and the highest Passion Intensity score of 75, higher than the next closest by 15 points. For men, the chain generated not only the highest Net Sentiment score, with a 75, but also the highest Passion Intensity score of 70 – now that’s love!
So what’s behind these metrics? I dug into the actual sound bites from online consumers to figure that out. Both genders had serious complaints about KFC, despite its high volume of buzz: verbatim surfaced from women touched on issues of food poisoning and hating the advertising, while men’s conversations revolved around disappointing service and botched orders.
Women on KFC:
Men on KFC:
For love winner Chick-fil-A, women raved about the high level of customer service as well as the many different chicken options available on the menu.
Verbatim surfaced from the male voice on social media showed similar opinions – men love the service as well as the consistently delicious food.
Some other interesting insights I found: Chicken McNuggets from McDonald’s earned a spot as its very own brand, separate from McDonald’s and other chicken offerings. While I refuse to eat chicken nuggets until they’re proven to actually be a part of the chicken, the marketing side of me has to tip my hat to Mickey D’s for creating a brand out of a menu item. And, once again, Walmart made it to the list – but once again, has not impressed its online consumers. So, don’t chicken out, tell me what you think!