Fast Food

The category has an average Brand Intimacy Quotient of 29.3. Frequency of use continues to work in fast food’s favor, even as consumers grow more price- and health-conscious about where they spend, just above the cross-industry average of 29.4.

Fulfillment is the dominant archetype, and the category ranks second in the study for fulfillment after consumer goods. Most users are in the first stage of Brand Intimacy, sharing.

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