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It’s not just Ronald McDonalds who like Taco Bell’s new breakfast.

Consumer perception of Taco Bell has gone up around the chain’s breakfast launch, according to consumer research group YouGov’s Brand Index. The survey, which calls upon 4,500 consumers each weekday, said that both its scores for buzz (determined by asking consumers, “If you’ve heard anything about the brand in the last two weeks through advertising, news or word-of-mouth, was it positive or negative?”) and impressions (derived by asking “Do you have a general positive or negative feeling about the brand?”) have gone up for Taco Bell since early February while McDonald’s have gone down in the same period.

The data, encompassing the time frame from Feb. 1 to April 4, don’t show why perception and buzz has gone up for Taco Bell while McDonald’s has gone down. YouGov Brand Index’s CEO Ted Marzilli said that YouGov looks at news surrounding the dates of the scores, and noted that Taco Bell’s buzz score has gone up significantly since mid-March, (the chain confirmed in late February that it would launch breakfast March 27). But while the data only runs throught he first nine days following Taco Bell’s breakfast introduction, Mr. Marzilli said impressions so far appears to be strong.

Continue reading at AdAge.com