Five cereals among most 'brand loyal'

by Eric Schroeder
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NEW YORK — Five cereals ranked among the top 100 brands in terms of loyalty, according to the 15th Annual Loyalty Leaders list from Brand Keys, a full-service brand and customer loyalty research and strategic planning consultancy. Frosted Flakes was the highest-ranking children’s breakfast cereal at No. 35, followed by Lucky Charms at No. 67 and Wheaties at No. 82. Cheerios, at No. 77, was the highest ranked adult cereal, followed by Special K at No. 83. Two quick-service restaurants made the top 100: Domino’s Pizza at No. 89 and McDonald’s at No. 90. The highest ranked food or beverage company in the survey was Dunkin’ Donuts, which ranked No. 12 for its coffee. McDonald’s ranked No. 26 for its coffee, while Starbucks finished at No. 100. The Brand Keys index rankings are based on interviews of adults 18 to 65, drawn from the nine U.S. Census regions, self-selected for the categories in which they are consumers. Seventy-five per cent were interviewed by phone, 20% face-to-face, and the remainder on-line.

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