McDonald’s brand profile Germany 2023

How high is the brand awareness of McDonald’s in Germany?
When it comes to restaurant chain customers, brand awareness of McDonald’s is at 98 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is McDonald’s in Germany?
In total, 62 percent of German restaurant chain customers say they like McDonald’s. However, in actuality, among the 98 percent of German respondents who know McDonald’s, 63 percent of people like the brand.

What is the usage share of McDonald’s in Germany?
All in all, 70 percent of restaurant chain customers in Germany use McDonald’s. That means, of the 98 percent who know the brand, 71 percent use them.

How loyal are the customers of McDonald’s?
Around 61 percent of restaurant chain customers in Germany say they are likely to use McDonald’s again. Set in relation to the 70 percent usage share of the brand, this means that 87 percent of their customers show loyalty to the brand.

What's the buzz around McDonald’s in Germany?
In September 2023, about 50 percent of German restaurant chain customers had heard about McDonald’s in the media, on social media, or in advertising over the past three months. Of the 98 percent who know the brand, that's 51 percent, meaning at the time of the survey there's considerable buzz around McDonald’s in Germany.

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McDonald’s brand awareness, usage, popularity, loyalty, and buzz among restaurant chain customers in Germany in 2023

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Number of respondents

1,051 respondents

Age group

18-64 years

Special properties

respondents who go to restaurant chains

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to restaurant chains, which of the following brands do you like?
Brand usage: When it comes to restaurant chains, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to restaurant chains, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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