Burger King U.K. Reputation Damaged By Horsemeat Scandal

Burger King has been dealing with a firestorm of controversy after being one of the many players affected by the horsemeat-in-burgers scandal currently plaguing Europe.

Consumer research company YouGov BrandIndex surveyed individuals in both the U.S. and the UK to find out if the brand’s “buzz score” has been damaged by this recent issue. The company asked the question: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

Unsurprisingly, the “buzz score” for UK consumers fell significantly, from 2 to -15; overall brand score fell from -8 to -18. Scores were calculated based on good and bad feedback, which were given positive and negative numeric values that were added together. The U.S. drop, however, was only minor.

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Burger King U.K. Reputation Damaged By Horsemeat Scandal


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