Hospitality

Grill’d tops quick service satisfaction ratings, while McDonald’s lags: Roy Morgan

Martin Kovacs /

Grill’d is number one when it comes to quick service restaurant customer satisfaction, with McDonald’s coming in last among the 14 major players in the market, according to Roy Morgan Research’s annual ratings for the sector.

Despite this, McDonald’s still had the largest number of customers in an average four-week period over the past 12 months.

According to Roy Morgan’s Quick Service Restaurants Satisfaction report, 11.8 million Australians aged 14 and older paid a visit to a quick service restaurant in an average four-week period in the year to August 2017, as patronage in the sector continues to grow.

The report, which is based on more than 8000 interviews with quick service restaurant customers each year, places Grill’d at the top of the satisfaction ratings, with 90.7% of customers fairly satisfied or very satisfied with the Grill’d brand.

The burger chain was followed by Guzman y Gomez (89.3%), Crust Pizza (86.6%) and Subway (85.8%).

Meanwhile, McDonald’s, with a customer satisfaction rating of 66.2%, was the only quick service restaurant that failed to record a customer satisfaction score over 70%.

Pizza Hut recorded the biggest increase in satisfaction over the past 12 months at 78% (up 9.6% points), followed by Red Rooster at 80.3% (up 5.8% points), KFC  at 71.5% (up 3.5% points) and Crust Pizza at 86.6% (up 2.5% points).

Hog’s Breath Cafe recorded the largest decline, coming in at 74.3% (down 9.6% points), followed by Nando’s at 82.2% (down 6.1% points) and Guzman y Gomez at 89.3% (down 2.8% points).

“Over the last four years, there has continued to be strong growth in the patronage of quick service restaurants, with an increase of over 1.3 million or 13%,” Roy Morgan industry communications director Norman Morris commented.

“This has increased customer numbers in an average four-week period for those over 14 to nearly 12 million and as a result has brought with it very tough competition.”

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Martin Kovacs

Martin Kovacs is a journalist with experience covering the IT, consumer electronics, retail, finance and energy sectors.

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