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McDonald’s, Wendy’s and How Social Media Factors into Brand Perception

For many, fast food is one of life’s gratifying comforts. Look no further than to the restaurants themselves for evidence of their considerable reach. McDonald’s has long touted its “billions and billions served” and has more than 38,000 locations across 100 countries. Within the last year, Wendy’s celebrated openings of its 7,000th restaurant and 1,000th international location.

However, not everyone is so enamored with the offerings from fast-food giants, to the point that a New York man recently took legal action.

The man is suing McDonald’s and Wendy’s for “unfair and deceptive trade practices,” stating in his lawsuit that the food chains’ advertisements make their burgers appear between 15% to 20% larger than they truly are. He is seeking $50 million in damages for himself and other customers and requesting that the chains stop their misleading advertising practices.

Food styling in commercials has long been an industry practice, and the lawsuit cites a food stylist using undercooked patties to make burger meat look larger.

Notably, the lawsuit includes social media reactions and complaints that call out the restaurants for the product disparity from commercial to purchase.

Social Media’s Growing Influence

Social media has become a prominent factor in influencing brand perception while allowing an avenue for personalized messaging between consumers and businesses. A study from Harris Poll found that social media has risen as a company’s top way to engage with consumers. More than 70% of businesses surveyed rely on social media for customer connections, followed by 61% relying on email, 27% for TV and radio advertising, and 24% for print ads. The survey showed 91% of executives expect their company’s social media marketing budget will grow over the next three years.

Additionally, a survey from Nielsen and McKinsey found that approximately 60% of consumers researching products online get information about a brand or company through social networking platforms. Social platforms are unique in that they can easily provide product reviews, customer feedback and product ratings, serving as a one-stop-shop for consumer research.

However, this ease of access to consumer research and feedback can build a brand or break them. And often, the reason consumers discuss brands online is to sound off on a negative experience. Brandwatch, a consumer intelligence company, found that 96% of the people discussing brands online do not follow those brands’ owned profiles.

So, what does this mean for burgers? Well, when you continually see an ad for a succulent bacon cheeseburger only to find the product is much more paltry upon laying down your hard-earned cash, people get upset. They may even take legal action. It’s negative press that no business needs.

The bottom line is that consumers want to have trust in their preferred brands and the goods and services they use. Social media has become a powerful resource for consumer engagement. Use it wisely.