Chick-fil-A is cooler than Vice among teens, according to a new Google report titled ‘It’s Lit’

Chick-fil-A is “lit,” according to Google. So are YouTube, Google itself and Netflix.

The consumer trends and marketing insights team Think with Google put out a report last week on brand perceptions among U.S. teens. The company regularly puts out these types of marketing materials as a way to stoke more ad buying.

If we’re going to listen to a multinational corporation tell us about what’s cool, then Vice — the media network that bills itself as news for young people — is not considered very cool; Chick-fil-A is very well known and is considered pretty cool, and YouTube is the “most cool” brand.

The report is based on three research studies commissioned by Google, including a survey of 13-17 year olds (Gen Z) who were asked to rank 122 brands in terms of coolness.

The taste of kids these days seems a little suspect (Chick-fil-A appears to be a thing among teens, at least according to Google), but then again if you have to ask what’s cool, you probably won’t find out from a survey.

Here are the top 10 coolest brands, according to the surveyed teens:

1. YouTube
2. Netflix
3. Google
4. Xbox
5. Oreo
6. GoPro
7. PlayStation
8. Doritos
9. Nike
10. Chrome

Google products are pretty well represented in that list. And kids — shocker — associate Google with search, according to the report.

Here’s a graphic that shows Vice looking pretty lonely over toward the least-cool, least-brand-awareness corner. Diagonal from Vice, toward the most-cool, high-brand-awareness corner sits Chick-fil-A, known for its slogan, “Eat Mor Chikin” and for its CEO’s past vocal opposition to gay marriage. Presumably those details don’t figure into the supposed coolness of Chick-fil-A.

Google

Vice did a little better with millennials aged 18-24, according to the report:

Google

Instead of Chick-fil-A, millennials’ fast food chain of choice is In-N-Out. Millennials also hold Facebook-owned messaging app WhatsApp in higher regard than members of Gen Z do.

Cars are apparently not much of a thing among teens, and “job/money” ranks pretty low in terms of coolness, according to one survey included in the report.

Google

(Blue is male respondents, pink is female in this graphic.)

You can read more about the methodology of the surveys in the report, which begins with defining "cool" and goes downhill from there.

This article originally appeared on Recode.net.

Will you support Vox’s explanatory journalism?

Most news outlets make their money through advertising or subscriptions. But when it comes to what we’re trying to do at Vox, there are a couple reasons that we can't rely only on ads and subscriptions to keep the lights on.

First, advertising dollars go up and down with the economy. We often only know a few months out what our advertising revenue will be, which makes it hard to plan ahead.

Second, we’re not in the subscriptions business. Vox is here to help everyone understand the complex issues shaping the world — not just the people who can afford to pay for a subscription. We believe that’s an important part of building a more equal society. We can’t do that if we have a paywall.

That’s why we also turn to you, our readers, to help us keep Vox free. If you also believe that everyone deserves access to trusted high-quality information, will you make a gift to Vox today?

One-Time Monthly Annual

$5/month

$10/month

$25/month

$50/month

Other

$

Yes, I'll give $5/month

Yes, I'll give $5/month

We accept credit card, Apple Pay, and Google Pay. You can also contribute via