McD

Profile of McDonald’s & BK loyalists are contrasting to some extent – McDonald’s caters to middle-aged affluent non-vegetarians, however BK loyalists are younger less affluent, also vegetarians à justifying BKs strength in the value segment.

Recent dual users perceive Burger King's burgers as tastier and offering good value

'Fillingness' is a key driver for younger generations, requiring a high protein-to-bun ratio in burgers

Reliability vs. Excitement: Gen Z in the South perceive McDonald’s as a reliable comfort brand—safe, hygienic, consistent, and affordable. Its strength lies in dependability rather than excitement. It's seen as functional, not aspirational or trendy

McDonald's struggles with shareability for group occasions, which is a critical aspect of value in the South. This gives competitors like KFC an edge with their bucket meals