This research has a bad aftertaste

A few months ago Burger King dumped its ad agency. About a month ago it debuted this well-shot, if extremely ordinary spot.



And now a research company, YouGov says that consumer's perceptions of the number 2 burger chain have nearly doubled on their "BrandIndex."

Two things.

First, As much as I hated the previous campaign, I find it hard to believe that dumping the creepy king character and running 30 seconds of food shots would really push Burger King's image past McDonald's. The folks at YouGov had better check to see what the people on their survey panel have been smoking over the past month. That may explain their increased appetite for Whoppers.

Second, even if the results are accurate and people think Burger King's food is more appetizing than McDonald's, they'll be sorely disappointed once they get into the store. I haven't been into a Burger King that looks either like a) it has been updated in the last 30 years or b) anyone in the place knows how to use a mop.

As McDonald's continues has proven with same store sales increases throughout the recession despite burgers that have as much appetite appeal as a bag of nettles – fast food is about much more than the food.

Until the franchisees that operate their restaurants get this, Burger King will continue to be a distant number two in the category.