Aroma Israel is the most talked-about cafe chain brand in the country. Cafe Joe is second most talked about café brand, followed by Cafe Cafe. For every four positive conversations about one of these three brands, there was one negative conversation.
People not only talk about coffee, but about cafes. Cafe conversations spans the menu, service, experience, and, of course, the taste of the brew.
The Most Talked-about Brands June survey by WOM and Market Watch Institute found that Aroma was the most talked about brand. 77% of WOM women talked about the cafe chain. 70% of respondents talked about Cafe Joe.
The Max Brenner chocolate bar chain has the most favorable rating, with 87% of respondents' conversations about it were positive. It was followed by the Roladin, Greg's Cafe, and Ilan's café chains, each of which had more than 80% of favorable talk.
The survey found that the positive conversation about the Max Brenner, Erez Bread, Ilan's, Kapulski, and Elite Coffee brands was greater than expected, based on the positive conversations compared with actual visits to the chains. In contrast, Aroma, Cafe Cafe and Greg's had a below average positive conversation/visit ratio. This means for a brand such as Max Brenner, that the brand has greater consumer power than is actually realized. The significance for Aroma and Cafe Cafe is that the physical presence creates talk, but the talk is not as positive as would be expected for a dominant brand.
Assaf Zuriel is the CEO of WOM.
Published by Globes [online], Israel business news - www.globes-online.com - on July 28, 2009
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