Customer satisfaction with the fast food industry has fallen 1.3% to 79 compared with figures from last year, according to a new American Customer Satisfaction Index (ACSI) report.
The report claimed that chains were doing worse marginally against nearly all aspects of the customer experience, with falls in the scores for food order accuracy, staff courtesy and helpfulness, beverage quality, food quality, store layout and cleanliness.
There was also a decrease in the percentage of customers who said they were happy with service speed, while scores for quality and reliability of mobile apps lagged behind those of full-service restaurants.
Full-service restaurants fared better in the report, with the ACSI score of 81 consolidating big increases that were made in last year’s report.
However the report also showed that full-service restaurant diners who order food for delivery are far more satisfied (83) than those who dine in (79).
Despite the decrease in fast food scores, David VanAmburg, Managing Director at the ACSI said there was reason to be positive about the industry, with the fall in satisfaction never more than 2% across any category.
Speaking about the report in general, he said: “These are mature industries that have been doing what they’re doing for a long time and they’ve been successful.
“To have these scores from a service industry is proof that the two restaurant categories are good at what they do.”
VanAmburg also claimed that going forward, “Restaurants that focus on changing consumer tastes and preferences could see the biggest boost in customer satisfaction.”
The ACSI Restaurant Report 2018-2019 on full-service and limited-service (fast food) dining chains is based on interviews with 23,468 customers, chosen at random and contacted via email between June 5, 2018 and May 27, 2019.
Customers are asked to evaluate their recent experiences with the largest sit-down and fast food restaurants in terms of market share, plus an aggregate category consisting of “all other”—and thus smaller—restaurants in those industries.