updated - May 18, 2013 Saturday EDT
Olympic sponsor McDonald's is at the bottom of the brand reputation tracker monitoring on Twitter which reflects the general sentiment toward the 25 official sponsors of the London Games following comments made by the London mayor.
According to the Guardian, Boris Johnson, the mayor of London told reporters on Thursday that criticism of McDonald's was "all just bourgeois snobbery".
"It's classic liberal hysteria about very nutritious, delicious, food - extremely good for you I'm told - not that I eat a lot of it myself," he said. "Apparently this stuff is absolutely bursting with nutrients."
The comments garnered negative attention on social media platforms like Facebook and Twitter, which were amplified when comedian Frankie Boyle, who has more than 800,000 followers, remarked on the situation.
"Don't know how much sponsorship McDonalds paid for the Olympic mayor to be a f****** clown," he said on his official account @frankieboyle.
The brand reputation tracker measures factors including volume of tweets, sentiment, and potential reach of the tweeter and if tweets get responses. According to the report, McDonald's track record plummeted to a record low on Thursday.
McDonald's has been languishing at the foot of the table for the last three weeks - with daily scores of between minus 70,000 to 100,000 - however Johnson's comments triggered a surge in negative sentiment to almost negative 1 million.
TOP 10 FRANCHISE FOR 2013