1. Competition Net Positive Attribute Rating Scores
-- Sandelman Quick-Track Syndicated Research --
Q1 --
17 Markets Include:
Atlanta
Birmingham
Charleston/Huntington
Charlotte
Columbia, SC
Greenville/Spartanburg
Indianapolis
Jacksonville
Kansas City
Knoxville
Lexington
Minneapolis
Montgomery
Nashville
Norfolk
Raleigh
St. Louis 1

2. Attribute Rating Net Positive Scores: 17 Market Rollup2

3. Attribute Rating Net Positive Scores: McDonald’s - 17 Market Rollup3

4. Attribute Rating Net Positive Scores: Burger King - 17 Market Rollup4

5. Attribute Rating Net Positive Scores: Wendy’s - 17 Market Rollup5

6. Attribute Rating Net Positive Scores: Hardee’s Relative Ratings - 15 Market Rollup
Current
Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Leader
Taste of Food 70% 71% 73% 74% 70% 72% 73% 73% 76% 76% 72% 78% Wendy’s
Quality of Ingredients 64% 65% 68% 70% 64% 67% 65% 66% 68% 67% 64% 68% Wendy’s
Temperature of Food 69% 74% 75% 75% 75% 74% 77% 77% 77% 76% 74% 77% Hardee’s
Cleanliness of Restaurant 55% 56% 61% 61% 59% 59% 60% 58% 63% 63% 62% 64% Wendy’s
Accuracy of Orders 63% 63% 68% 70% 69% 69% 69% 73% 74% 72% 73% 76% Hardee’s
Speed of Service 37% 37% 42% 47% 43% 45% 45% 49% 47% 51% 47% 54% Wendy’s
Friendliness of Employees 47% 51% 55% 58% 52% 57% 55% 59% 58% 60% 57% 65% Hardee’s
Value for the Money 43% 46% 48% 49% 46% 44% 44% 48% 49% 50% 47% 55% McDonald’s
Convenience of Locations 47% 48% 47% 48% 44% 48% 45% 49% 48% 53% 45% 51% McDonald’s
Variety of Menu Items 52% 57% 59% 60% 60% 62% 63% 65% 66% 67% 65% 69% Wendy’s
Availability of Healthy Food 3% 2% 11% 8% 4% 5% 10% 10% 8% 10% 6% 14% Wendy’s
Overall Appeal to Kids 13% 17% 21% 23% 16% 17% 13% 19% 19% 20% 13% 22% McDonald’s
A Place for Someone Like Me 43% 44% 46% 49% 43% 42% 45% 47% 50% 49% 45% 53% Wendy’s
Affordability of Prices 37% 38% 44% 46% 40% 37% 39% 45% 45% 46% 42% 50% McDonald’s
Availability of Indulgent Items 40% 42% 46% 50% 44% 48% 44% 47% 51% 51% 49% 50% McDonald’s
Attractive & Inviting Restaurants % 39% 41% 44% 45% 40% 47% Wendy’s
Leader: Highest score among competitors
Parity: Within 3 points of leader
Parity: 3-10 points below leader
Laggard: More than 10 points below leader 6

7. Attribute Rating Net Positive Scores: Chain Comparison - 17 Market Rollup

8. Attribute Rating Net Positive Scores: Chain Comparison - 17 Market Rollup8

9. Attribute Rating Net Positive Scores: Chain Comparison - 17 Market Rollup9

10. Attribute Rating Net Positive Scores: Chain Comparison - 17 Market Rollup10