Reputation score: 60.1 (average)
"Although it is ahead of its main competitor Burger King in areas of products and especially innovation, McDonald's doesn't get the emotional capital that Burger King does," Reputation Institute told Business Insider in a report.
"At a time of environmental and social changes, the food and beverage industry is under a lot of pressure to innovate and deliver high quality, ethically sourced and health products," added Reputation Institute.
Reputation Institute acknowledged this expectation is hard to meet as a fast-food company; while McDonald's has added fresh beef burgers to its menu, progressive steps are "yet to translate into the perception of the general public."
Reputation Institute also noted that in 2019, the idea of fast food now includes companies such as Sweetgreen or BonMe, which offer much healthier options.