In the world of fast food, satisfaction is important. Repeated bad experience doubled with the perception that price is high, means customers opt for alternatives...and there are plenty.
Fonto has been independently tracking customer satisfaction and associated spend for Quick Service Restaurants (QSR) over the last 12 months, with McDonald’s underperforming on key metrics throughout the year.
Looking at satisfaction metrics with both price and quality of the food and drinks across the course of the year, McDonald’s falls short of other key brands, and well short of its two main rivals KFC and Hungry Jack’s, particularly on satisfaction with price.
Interestingly, over the same 12-month period Fonto observed a 1.5% decline in market share for McDonald’s, and almost certainly related in part to customer satisfaction.
For those customers across major brands who were dissatisfied, the quality of the food and drinks (44%) and the service experience (39%) were more likely to drive disappointment with experience than price (21%), so getting operational issues sorted remains key. A few of the challenger brands are doing this really well.
More than 80,000 Australians share their financial transaction data privately and securely with Fonto, allowing us to accurately understand their buyer behaviour over time, and to directly survey them within 48 hours of purchase to understand the “why”.
For the Quick Service Restaurants (QSR) category, Fonto combined this daily transaction data with continuous survey tracking across brands to best understand the total QSR experience, aligned with actual spend from our members.
To learn more about Fonto's ‘Moments in QSR’ data or to schedule a30 minute presentation of highlights from 2024, reach out to insights@fonto.com.au.
Main image credit: Photo by Robi Pastores
