As shown by the latest data of the American Customer Satisfaction Index (ACSI) customers tend to choose quality over price as their income grows. According to a summary of the report on www.restaurantnews.com customer satisfaction with full-service restaurants reaches 82 on ACSI’s 100-point scale, whereas as regards fast-food restaurants the value dropped to 77, the lowest score in five years.
Two newcomers lead the ACSI’s list of limited-service (fast food) restaurants: Chick-fil-A and Chipotle Mexican Grill. The Chick-fil-A is on the top of this list scoring 86, the highest company score to date in the category. The runner up is Chipotle Mexican Grill debuting with a score of 83. At the bottom of the list are fast-foods 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).
Among the full-service restaurants a new entrant, Texas Roadhouse finished on the top scoring 83. Other restaurants with good scores are Darden’s LongHorn Steakhouse (81), Cracker Barrel Old Country Store (80), Darden’s Olive Garden (79) and Outback Steakhouse (78).
The survey carried out by ACSI looked at customer experience benchmarks such as accuracy of food order, website satisfaction, quality and variety of food and beverages, restaurant layout and cleanliness, and service elements like staff courtesy and speed of food delivery to the customer.