Survey: Chick-fil-A satisfies, McDonald’s leaves empty feeling

Ann Arbor, Mich. - Customers are less satisfied with fast food as their discretionary income improves and preferences shift in favor of quality over price.



According to new data from the American Customer Satisfaction Index (ACSI), two new entrants to ACSI debut at the top of limited-service (fast food) restaurants: Chick-fil-A and Chipotle Mexican Grill.



Chick-fil-A leads at 86 on a 100-point scale, the highest company score to date in the category. Fast casual restaurants, which typically offer better ingredients, freshness and more developed décor, made a strong showing as Chipotle takes second place in its first ACSI appearance with a score of 83. The ACSI report is based on 5,023 customer surveys collected in first quarter 2015



On the other end of the spectrum, stablished fast food entities like McDonald’s (-6% to 67), Burger King (-5% to 72), KFC (-1% to 73), Wendy’s (-6% to 73), Arby’s (debuts at 74) and Taco Bell (unchanged at 72) remained at the bottom of the industry. As the largest fast food company in the U.S., McDonald’s weak customer satisfaction puts downward pressure on the overall industry score. Company revenue has dropped for six straight quarters. As the economy improves, McDonald’s needs higher levels of customer satisfaction if it is to reverse the revenue trend.



Customer satisfaction with full-service restaurants holds steady at 82 on ACSI’s 100-point scale, while fast food restaurants fall 3.8% to 77, the lowest score in five years. The gap between fast food and full-service restaurants is the largest since 2010.



The aggregate of small fast food restaurants, while still near the top of the industry, falls 4% to 81 and is a major drag on the industry’s overall ACSI score. Panera Bread rounds out the top three companies with a first-time score of 80.



The four major pizza retailers in the study endured large customer satisfaction losses. Papa John’s and Pizza Hut each shed 5% to 78, while Domino’s fell 6% to 75. Little Caesars lost the most, diving 8% to 74. ACSI analysis indicates that in the past several years, pizza chains have increasingly competed on price, sometimes at the expense of quality ingredients, and that is now beginning to have a negative effect on customer satisfaction.



Dunkin’ Donuts is the only fast food chain to improve customer satisfaction in 2015. The company climbed 4% to 78, jumping ahead of Starbucks (-3% to 74). In 2014, Dunkin’ Donuts rolled out a beverage rewards program tied to its mobile app with seemingly positive results. The chain is extending its U.S. presence beyond its Northeast stronghold to the West, hoping to gain traction against not only premium outlets like Starbucks, but also McDonald’s, which offers quality coffee at lower prices.



In the full-service category, the aggregate of smaller chains scored 83 and shared the lead with ACSI newcomer Texas Roadhouse. Darden’s LongHorn Steakhouse debuted at 81, but Outback Steakhouse slides 3% to 78. Another new ACSI entrant, Cracker Barrel Old Country Store, scored 80, coming in just ahead of Olive Garden (-1% to 79).



The competitive landscape once had full-service restaurants expanding their menus to broaden appeal, but the trend now is toward simplification and shorter menus. As of yet, however, these changes do not seem to have had much of an impact for companies like Red Lobster (-1% to 77) and Chili’s (unchanged at 74). Other full-service restaurants new to the Index are Red Robin Gourmet Burgers (77), TGI Fridays (76), Denny’s (75) and Ruby Tuesday (73).



In addition to company and industry customer satisfaction scores, the ACSI measures critical elements of the dining experience that affect patron satisfaction.



These customer experience benchmarks include the quality and variety of food and beverages, restaurant layout and cleanliness, and service elements such as staff courtesy, food order accuracy, and speed of food delivery to the customer.