Prince Mishaal bin Khaled Al-Saud, RICC president.

Riyadh International Catering Corporation (RICC), McDonald’s franchise rights owner and operator in the Kingdom, is thrilled with the global food giant earning top spot on 2014 brand simplicity index for the Middle East.

McDonald’s, claimed to be the world’s largest chain of fast-food restaurants serving millions of customers on daily basis across 35,000 outlets in 119 countries, ranked 6th in the global index published annually by the New York-based branding firm Siegel+Gale, which evaluates the impact and power of simplicity on a brand’s customer loyalty.

Notably, earning the sixth place on the index, McDonald’s is the only food and beverage brand listed in the top 10 rankings.

RICC President Prince Mishaal bin Khaled Al-Saud said: “This is a proud moment for McDonald’s Saudi and we are compelled to push ourselves even harder on our journey to make the McDonald’s experience simpler, easier and more convenient.”

He added: “At McDonald’s, we constantly challenge ourselves to innovate and proactively meet our customers’ evolving needs and this is a key driver behind everything we do through revitalizing our menu and making our restaurants more digitally enabled in order to offer more convenience and value.”

This year’s index praised the iconic quick-service brand for its proliferation of branches, easy access and its simple menu, he said.

McDonald’s was commended in recognition for continued commitment to enhance its customers experience and posting easy-to-read nutritional information on its packaging so that customers can make informed food choices, he added.

The global brand simplicity index is the result of more than 500 brand ratings spanning 25 industries, based on an annual survey of more than 10,000 consumers in North America, Europe, Asia and the Middle East.

Published annually since 2010, McDonald’s is only one of four brands to consistently maintain a top 10 position.

 
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