Burger King brand profile U.S. 2023

How high is the brand awareness of Burger King in the United States?
When it comes to restaurant chain customers, brand awareness of Burger King is at 93 percent in the United States. 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 Burger King in the United States?
In total, 49 percent of U.S. restaurant chain customers say they like Burger King. However, in actuality, among the 93 percent of U.S. respondents who know Burger King, 53 percent of people like the brand.

What is the usage share of Burger King in the United States?
All in all, 50 percent of restaurant chain customers in the United States use Burger King. That means, of the 93 percent who know the brand, 54 percent use them.

How loyal are the customers of Burger King?
Around 40 percent of restaurant chain customers in the United States say they are likely to use Burger King again. Set in relation to the 50 percent usage share of the brand, this means that 80 percent of their customers show loyalty to the brand.

What's the buzz around Burger King in the United States?
In October 2023, about 40 percent of U.S. restaurant chain customers had heard about Burger King in the media, on social media, or in advertising over the past three months. Of the 93 percent who know the brand, that's 43 percent, meaning at the time of the survey there's some buzz around Burger King in the United States.

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Burger King brand awareness, usage, popularity, loyalty, and buzz among restaurant chain customers in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

1,186 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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