Baskin Robbins tops UAE fast food brand/customer relationship study

MBLM’s Brand Intimacy Study highlights brands’ bonds with their customers

A study into fast food brands’ relationships with consumers has ranked Baskin Robbins as the top company when it comes to forming a bond with its customers in the UAE.

MBLM’s Brand Intimacy Study looks at the bonds brands have with their customers in terms of how important that brand is to the customer’s life.

“Fast food brands have improved their relationships with consumers, despite the growing trends towards healthier food options in the UAE. Consumers report that their emotional bonds with brands are deeply rooted in moments of pampering and gratification,” states William Shintani, managing partner of MBLM. “There continues to be an opportunity for brands in this industry to better leverage emotions when building consumer relationships: to revisit not only their portfolio of offerings but to also look towards brand-led initiatives strategically targeted to create stronger bonds.”

Consumers are also more willing to pay price premiums for Intimate Brands and less willing to live without them, according to the 2019 Brand Intimacy Report. MBLM leverages the yearly study to help client brands create, sustain and measure ultimate brand relationships.

Baskin Robbins moved up from rank seven last year, beating out Costa Coffee, Starbucks, Subway, McDonald’s, KFC, Tim Horton’s, Pizza Hut, Burger King and Shake Shack to the top spot.

Millennials displayed a strongest relationship with Costa Coffee, while consumers between the ages of 35-64 reported more intimacy with KFC. Starbucks ranked number one with female users, while Baskin Robbins was top with male and high-income users.