According to findings from a report released by the Reputation Institute, Americans trust Chipotle, but not McDonald's in terms of fast food restaurants.
The Reputation Institue is the world’s leading research-based consulting and advisory firm for reputation.
Brad Hecht, vice president and chief research officer of the firm said: "The key takeaway is that it's really not about the products or services the company provides," Hecht said. "The company has to have a core purpose and stand behind it. The best companies do an excellent job at both."
Brands with good reputations tend to rank higher than those who had problems with the customers and workers, despite their popularity with the general public.
"With Chipotle, we did a case study of a next-generation company that has holistically embraced the idea of the company taking a stand," Hecht said. "They made some improvement of employee support and food with integrity."
The Mexican grill boosted their rank when they took carnitas off their menu after realizing that their supplier did not meet animal welfare standards.
They also offered benefits for their workers and this catapulted Chipotle's score from 69.4 last year to a 2015 figure of 74.2.
McDonald's on the other hand, lost the trust of the customers when complaints from their workers and franchisees were reported. Their score dropped from 64.0 in 2014 to 55.3 this year.
Reputation Institute wrote that 'McDonald’s experienced a 2.1% drop in comparable sales in 2014 in the U.S. and a 1% decline globally.'
Panera is considered the most reputable quick service restaurant (QSR) in the country.
In a top ten list that looked soley at QSRs, Panera was highest, then Dunkin' Brands, Subway, Krispy Kreme, Texas Roadhouse, Wendy's, Chipotle, Mrs. Fields, Papa John's, and The Cheesecake Factory.
The list was not only exclusive for those who serve healthier options. Krispy Kreme may be selling sugary products but they ranked higher based on the good reputation of the chain.
"Krispy Kreme has never claimed to be anything other than what they are," said Hecht of the confectioner. "They also started donating to charity in the '50s. That's consistent on every one in the top 10 — very focused on providing the best service, but also doing the right thing."
