YouGov BrandIndex, which tracks public perceptions about name brands worldwide, says Chick-fil-A’s consumer approval rating has nosedived since revelations that the fast food chain gave more than $2 million to anti-gay hate groups in 2010.
The company’s steepest slide seemed to follow remarks made by company president Dan Cathy, who told the Baptist Press that marriage equality is “inviting God’s judgment.”
YouGov BrandIndex compiles total scores based on an average of key scores measuring quality, impression, value, reputation, satisfaction and willingness to recommend. Perceptions are measured among adults over 18 who have eaten fast food in the past month.
On July 16, the day the Baptist Press published its Dan Cathy interview, Chick-Fil-A’s Index score was 65, which was 19 points above the top sector average score that day of 46.
Four days later, Chick-Fil-A had fallen to a 47 score, three points below the top sector average score of 50.
Last Wednesday, Chick-Fil-A had a 39 score compared to the average score of 43.
In total, Chick-fil-A dropped 26 points in consumer approval since the controversy began.
The top sector average brands include Pizza Hut, Arby’s, Papa John’s, Domino’s, Taco Bell, KFC, McDonald’s, Burger King, and Long John Silver’s.
Earlier this year YouGov found that J.C. Penney’s inclusion of a lesbian couple in their Mother’s Day catalog – which incited a statement from the anti-gay group One Million Moms – sent the retail chain’s consumer perception soaring with U.S. mothers for more than a week.