McDonald’s Dominates Jollibee, KFC, and Popeyes in the Media

For the leading fast food chains in the country, understanding how the public perceives their brand and identifying the kinds of stories that put them in the spotlight will allow them to craft better, more effective communication strategies.

McDonald's and Jollibee, the two biggest fast food chains in the country, dominated the other brands in this report. In the lead, McDonald’s had 824 news articles and social media posts, representing 53.6 percent of the total share of voice. McDonald’s was predominantly mentioned in the news and in blog articles, making up 84.55 percent of their total coverage...