Chick-fil-A is the clear category winner for the best chicken experience in a Quick Serve Restaurant (QSR), according to Market Force Information’s new 2022 QSR / Fast Casual Study.
Atlanta, GA (RestaurantNews.com) Chick-fil-A is the clear category winner for the best chicken experience in a Quick Serve Restaurant (QSR), according to Market Force Information’s new 2022 QSR / Fast Casual Study.
Last summer, Market Force asked 5,173 consumers to rate their most recent restaurant experience on a variety of factors. The survey results measure which of America’s 53 top brands are consumer favorites compared to competitors within the same cuisine category and why they win customer favor.
“Chick-fil-A is the clear leader with a standout performance as the consumer favorite across all brands in the study, and also winning in the chicken category,” says Phil Doriot, VP of Customer Success and Analytics for Market Force.
Overall satisfaction with chicken restaurants is driven by five factors: food quality, restaurant atmosphere, service speed, friendliness of staff, and the value received for money spent.
Chick-fil-A came out on top with the score of 84 percent, nearly doubling KFC’s score of 43 percent, while Raising Cane’s and El Pollo Loco followed close behind with 73 percent and 63 percent, respectively.
Church’s Chicken ranked the lowest with a score of 39 percent.
In terms of QSC (Quality, Service and Cleanliness), Chick-fil-A dominated all three, scoring 84 percent for food quality, 88 percent for staff friendliness, and a near-perfect 91 percent for cleanliness.
Raising Cane’s won in the “speed with accuracy” category at 79 percent by demonstrating prowess both for in-restaurant and drive-thru customers.
Loyalty and Trust Are Key
The Customer Loyalty Index (CLI) measures customer’s satisfaction combined with the likelihood of recommending the brand to others. Both measures are ranked on a 1-5 scale.
Chick-fil-A not only maintained its lead in the chicken category but leads all brands across categories with a Customer Loyalty Index of 4.77.
Raising Cane’s ranked second in the chicken category with a score of 4.60.
Share of Wallet is an expression of transactional loyalty between brand and consumer, reflecting how often a customer will return to a brand in the near future, as opposed to visiting its competitors.
Chick-fil-A scores the highest at 58 percent.
“Leadership is built by high customer satisfaction and trust,” says Doriot. “We see this in the data and analytics we share with our clients and Chick-fil-A’s performance is a clear example.”
The Full Study
The full QSR study ranks winners in technology, showcases successful brand differentiation, models what metrics are linked to wallet share growth, and explores how brands can be more competitive.
A summary of the study results can be accessed at:
Brands and analysts interested in a full walkthrough of the results can schedule a briefing with Market Force at: https://www.marketforce.com/qsr-research-2022-connect
The chicken brands featured in the study include: Bojangles, Boston Market, Chick-fil-A, Church’s Chicken, El Pollo Loco, KFC, Popeyes, Raising Cane’s, Wingstop, and Zaxby’s.
The full list of all 53 brands includes: Arby’s, Auntie Anne’s, Baskin-Robbins, Bojangles, Boston Market, Burger King, Captain D’s, Cava, Checkers and Rally’s, Chick-fil-A, Chipotle, Church’s Chicken, Culver’s, Dairy Queen, Del Taco, Domino’s, Dunkin’, Dutch Bros Coffee, El Pollo Loco, Firehouse Subs, Five Guys, Hardee’s/ Carl’s Jr., In-N-Out Burger, Jack In The Box, Jersey Mike’s, Jimmy John’s, KFC, Krispy Kreme, Little Caesars, Long John’s, Marco’s Pizza, McAlister’s Deli, McDonald’s, Moe’s Southwest Grill, Noodles & Company, Panda Express, Panera Bread, Papa John’s, Papa Murphy’s, Pizza Hut, Popeyes, Qdoba, Raising Cane’s, Sonic Drive-In, Starbucks, Subway, Taco Bell, Taco John, Time Hortons, Wendy’s, Whataburger, Wingstop, Zaxby’s.
About Market Force Information
Market Force Information provides a robust framework for measuring and improving employee experience, operational performance, customer experience, and financial KPIs. Market Force delivers solutions for restaurants, big box and specialty retail, grocery, petro-convenience, hospitality, travel, telecom, technology, energy, education, health and wellness, movie studios and theatres, fitness, financial services, gaming, CPG, alcohol and tobacco, pharm, government agencies and more.
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