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Johannesburg - South African consumers have rated their satisfaction with fast food restaurants highly, giving them a satisfaction score of 80 out of 100.
Full service restaurants were given a lower satisfaction rating of 75.7 out of 100, according to the South African Customer Satisfaction Index (SAcsi) released on Wednesday.
Fast food restaurants
The SAcsi surveyed 2 740 customers of Debonairs Pizza, Nando’s, KFC, McDonald’s, Steers, Chicken Licken and a selection of other fast food outlets. The brands were selected based on market share.
Although the industry’s satisfaction score was very similar to last year’s score of 79.3 out of 100, there have been significant changes in South African customer satisfaction with the various brands.
Debonairs maintained its industry leader position with a score 3.6% above the industry average and shared the industry leader position with Nando’s, which scored 3.5% above the industry average.
KFC, McDonald’s (industry leader in 2013) and Steers all scored on par with the industry. Chicken Licken’s satisfaction score dropped 6.5% below the industry average this year – a large drop considering the brand was industry leader last year. KFC has increased its satisfaction score by 3.6%.
Full service restaurants
The SAcsi surveyed 2 133 customers of Mugg & Bean, Ocean Basket, Spur and Wimpy as well as other restaurants. There is no clear industry leader among the full service restaurants, with the “other” category taking the industry leader position.
The full service restaurant industry as a whole showed no significant change from last year to this year.
Ocean Basket (last year’s industry leader) showed a 5% decline in its satisfaction score, as did Mugg & Bean (-2.7%). Although Wimpy’s satisfaction score has not changed, changes in scores from last year to this year among the industry players have caused Wimpy to move out of its ‘below par’ status to being on par with the industry.
Ocean Basket’s customers showed lower expectations as well as lower perceived value and quality when compared to last year. These factors have contributed to Ocean Basket’s lower satisfaction score this year and the loss of its industry leader position.
International comparison
SAcsi holds a licence with the American Customer Satisfaction Index (Acsi) and forms part of a growing number of Acsi-licensed partner countries worldwide, which allows South Africa to compare its industries’ customer satisfaction with this global community.
SA shares the international fast food industry benchmark with the USA (80), beating the UK (78), South Korea (73), Turkey (72), Kuwait (70) and Singapore (67.9).
When compared to the ACSI international benchmark, SA is fourth among the measured countries for full service restaurants.
SA is led by the USA (81), Kuwait (79), and the UK (78), while scoring above South Korea (72), and Singapore (71.7).
- Fin24
Full service restaurants were given a lower satisfaction rating of 75.7 out of 100, according to the South African Customer Satisfaction Index (SAcsi) released on Wednesday.
Fast food restaurants
The SAcsi surveyed 2 740 customers of Debonairs Pizza, Nando’s, KFC, McDonald’s, Steers, Chicken Licken and a selection of other fast food outlets. The brands were selected based on market share.
Although the industry’s satisfaction score was very similar to last year’s score of 79.3 out of 100, there have been significant changes in South African customer satisfaction with the various brands.
Debonairs maintained its industry leader position with a score 3.6% above the industry average and shared the industry leader position with Nando’s, which scored 3.5% above the industry average.
KFC, McDonald’s (industry leader in 2013) and Steers all scored on par with the industry. Chicken Licken’s satisfaction score dropped 6.5% below the industry average this year – a large drop considering the brand was industry leader last year. KFC has increased its satisfaction score by 3.6%.
Full service restaurants
The SAcsi surveyed 2 133 customers of Mugg & Bean, Ocean Basket, Spur and Wimpy as well as other restaurants. There is no clear industry leader among the full service restaurants, with the “other” category taking the industry leader position.
The full service restaurant industry as a whole showed no significant change from last year to this year.
Ocean Basket (last year’s industry leader) showed a 5% decline in its satisfaction score, as did Mugg & Bean (-2.7%). Although Wimpy’s satisfaction score has not changed, changes in scores from last year to this year among the industry players have caused Wimpy to move out of its ‘below par’ status to being on par with the industry.
Ocean Basket’s customers showed lower expectations as well as lower perceived value and quality when compared to last year. These factors have contributed to Ocean Basket’s lower satisfaction score this year and the loss of its industry leader position.
International comparison
SAcsi holds a licence with the American Customer Satisfaction Index (Acsi) and forms part of a growing number of Acsi-licensed partner countries worldwide, which allows South Africa to compare its industries’ customer satisfaction with this global community.
SA shares the international fast food industry benchmark with the USA (80), beating the UK (78), South Korea (73), Turkey (72), Kuwait (70) and Singapore (67.9).
When compared to the ACSI international benchmark, SA is fourth among the measured countries for full service restaurants.
SA is led by the USA (81), Kuwait (79), and the UK (78), while scoring above South Korea (72), and Singapore (71.7).
- Fin24
