ACSI: Chick-fil-A tops in customer satisfaction for 9th straight year
If satisfaction is any indication, customers are hungrier for restaurants than they have been in years.
Customer satisfaction with full-service restaurants is up 1% to a score of 81 (on a scale of 0 to 100), putting the industry back in first place in the American Customer Satisfaction Index (ACSI) Restaurant Study 2022-2023. Satisfaction with the fast-food industry rose 3% to 78.
“This year we’re seeing customer satisfaction returning to pre-pandemic levels for full-service dining, while fast food outlets have rebounded to within a point of their 2019 score,” said Forrest Morgeson, assistant professor of marketing at Michigan State University and director of research emeritus at the ACSI.
Fast-Food
Chick-fil-A leads the fast-food industry – and all restaurants – for the ninth straight year, rising 2% to an ACSI score of 85. The chain continues to set the standard with its exceptional combination of food, service, and technological quality, according to the report.
But while Chick-fil-A improves year-over-year, its lead dwindles as the next three chains post gains of 4% or higher. Jimmy John’s takes over sole possession of second place after rising 6% to 84 —living up to its “Freaky Fast” moniker by improving its mark for speed of check-out or delivery.
The group of smaller fast-food purveyors are not far beyond, up 4% to 82, followed by KFC (up 4%) and Papa John’s (up 5%), at 81 and 80, respectively.
Chipotle (down 3% to 75) and Sonic (down 3% to 72) take the biggest hits in the category. But the bottom of listing belongs to Taco Bell and McDonald’s. The former slumps 1% to 71, while the golden arches, despite improving 1%, continues to be last with an ACSI score of 69.
Full-Service Restaurants
Outback Steakhouse moves into the top spot after surging 8% to an ACSI score of 83. It appears the rollout of handheld ordering tablets and new ovens and grills are already paying dividends as evidenced by improvements in order accuracy, food quality, and food menu variety, according to the report.
Two other steakhouses — LongHorn Steakhouse and Texas Roadhouse — each climb 3% to meet Cracker Barrel (up 5%) in second place at 82 apiece.
Overall, the industry seems to be emerging from the Covid-19 pandemic strong, with almost all full-service restauranteurs improving customer satisfaction. Only two full-service restaurants experience a customer satisfaction slip: Fridays, down 1% to 77, and IHOP, down 1% to an ACSI score of 72 — the worst mark in the industry.
Diners feel the pinch … or not?
Restaurant prices are up 8.8% over the last year, making it the first time since mid-2021 that eating out costs consumers more than eating in. And yet, perceived value is improved, according to the study.
Perceived value with full-service restaurants is up 3% overall, while quality gains 4%. Consider Olive Garden, which has made it a point to keep menu price increases below the inflation rate: Perceived value and quality with the restaurant each improve 5% as it inches closer to the industry averages in both metrics.
Applebee’s, which actually raised menu prices, gains 7% in quality and 5% in value. The company’s value-based promotions and all-you-can-eat deals are particularly attractive to customers who are “trading down” due to inflation but still looking for full-service experiences.
The ACSI Restaurant Study 2023-2023 is based on interviews with 16,250 customers, chosen at random and contacted via email between April 2022 and March 2023. The study also reveals customer satisfaction with key components of the dining experience, including restaurant layout and cleanliness, beverage variety, food variety, courtesy and helpfulness of staff, and more.
The American Customer Satisfaction Index has been a national economic indicator for 25 years. It measures and analyzes customer satisfaction with more than 400 companies.