June 06, 2012 09:00 ET

Consumers Cluck for Chick-fil-A and Kentucky Fried Chicken

NetBase Brand Passion Indices Analyze Men and Women's Favorite Chicken Brands

MOUNTAIN VIEW, CA--(Marketwire - Jun 6, 2012) - NetBase, the Enterprise Social Intelligence (ESI) Platform company, today unveiled the latest installment of its What Women Want study, an analysis of more than 27 billion conversations in social media over one year to uncover the top ten things that men and women want. Eighty percent of their top five wants, and the corresponding BPI series, focused on food. This week's Brand Passion Index is no exception, taking a look at men's and women's emotions, opinions and behaviors on the topic of chicken brands.

Men and women both talked most about wanting Kentucky Fried Chicken (KFC), which generated 66 percent of the overall conversations among both top ten wants lists. Despite the large share of buzz, both men and women complained about the fast food chain. Women complained about the food quality, citing food poisoning, and men took to social media to comment on the slow service and inconsistent orders. Both agreed on the most loved brand, raving about Chick-fil-A.

Women on KFC:

@beachhut121 @LvDemWings I've gotten food poisoning ten times too many at KFC.

Think i got food poisoning the worst pains..damn kfc chicken.

@SamsGirl2002 @Trishanduke that doesn't sound good - I had kfc poisoning once never touched the stuff since.

Men on KFC:

KFC is sooooo slow! #hungry

For a fastfood, KFC is really slow.

KFC always seem to mess up my order.

Kfc always messes up my damn order. #imlit

Chick-fil-A, the most loved brand for men and women, generated 25 percent of the overall chatter for both genders. For women, Chick-fil-A had the highest Passion Intensity score of the ten brands by a margin of 15 points, with a 75. The verbatim showed that this is due to many factors, including outstanding customer service and various menu options.

I love the customer service at Chick-fil-A!

Chick-fil-a has great customer service figured out. They are walking through the drive-through line giving out samples of peach milkshakes. Happy customers.

I love Chick-fil-a's chicken biscuits so much.

As for men, Chick-fil-A generated not only the highest Net Sentiment, with a score of 75, but also the highest Passion Intensity with a score of 70. Verbatim showed that, much like their female counterparts, this is due to the top notch customer service, as well as the delicious chicken.

Chick-fil-A has awesome in-house service! AN employee asked me how my lunch was and then gave me a mint! #legit

I Swear Chick Fil A has the best customer service!

Chick-fil-A has great food and even better customer service. #excellencematters

Where I stand on the issue: Chick-fil-A chicken is delicious.

Each month, the Brand Passion Index (BPI) analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. Register for our next Demo Day about beer here. Read our very first KFC analysis by Jason Falls.

About NetBase
NetBase, the C2B Company, delivers the enterprise social intelligence platform that global enterprises use to monitor, understand, and engage with customers in real time. Using a high-precision natural language processing (NLP) engine combined with text analytics and machine learning, our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable marketing, public relations, market research, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, HP GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker in the Wall Street Journal and our solutions are sold globally by SAP AG. For more information, visit, @NetBase, on Facebook page, LinkedIn, or YouTube.

Contact Information