NEW YORK CITY – With the introduction of the McWrap, McDonald’s boosted its healthy image, according to YouGov BrandIndex. The research service discovered that the burger chain improved its healthy perception “to levels approaching those of Panera Bread and Wendy’s.”

However, Subway still retains its lead in healthy perceptions among healthy fast-food eaters, followed closely by Panera and Wendy’s, which have battled for second place over the past three months. The launch of Wendy’s new grilled chicken flatbread sandwiches has upped the stakes for Panera, YouGov BrandIndex speculated. 

“Because Subway and Wendy’s have that history, they start at a higher base, and the things they do in this space have more credibility,” said Ted Marzilli, senior vice president of BrandIndex in Nation’s Restaurant News. “With McDonald’s there’s been a disconnect. When the brand moves in this direction, generally it’s a good move, but there are always going to be people who view it as a cynical move.”

Subway ranked first, followed by Panera (second) and Wendy’s (third) in a near tie. McDonald’s grabbed the fourth spot, with Chipotle Mexican Grill and Taco Bell finishing fifth and sixth, respectively. “This change toward healthier eating — there isn’t this monolithic consumer deciding that everybody’s only eating healthfully — so maybe it’s moving in this direction over the next five years or 20 years, but you don’t know how quickly it’s going to happen,” said Marzilli. “There’s still a big market for burgers and fries. For McDonald’s, the challenge is to attract a more skeptical consumer going to Subway or Panera without alienating their base.”