Fast Foods enjoy strong support according to new survey
A recent South African Customer Satisfaction Index (SAcsi) has put fast foods at the top of the popularity chart with the brands surveyed getting a customer satisfaction score of 79 out of 100. The brands included in the survey were Debonairs, Chicken Licken, KFC, McDonald's and Steers based on their market share and geographic footprint. What came out quite clearly in the survey was that rising affluence among SA‘s middle class has led to greater use of quick-service restaurants over formal eateries or preparing food at home and that there is a prevalence of a cash-rich and time-poor phenomenon that is spurring this trend. What has also come out clearly is the fact that, despite disposable incomes coming under pressure, those in the QSR sector are less affected as consumers favour convenience and value over cost. Some of the interesting facts of the survey include:
- The three industry leaders were Debonairs and Chicken Licken both scoring 3.2% above industry average and McDonald's scored 2.5% above industry average. Steers scored on par with the industry average while KFC scored 3.7% below the industry average.
- Relative to the international ACSI scores, SA's fast food industry ranked 2nd in the world with the USA serving as the international benchmark with US consumers giving their fast food industry a score of 80 out of 100.
- SA's customer satisfaction scores were higher than the UK (74) and Turkey (75) in this category.
- South African customers are more satisfied than those of McDonald's and Burger King in the US and Starbucks in the UK.
- While fast food stores had done well, South African consumers are becoming savvier and keep raising their expectations of brands, which implies that South African companies cannot afford to become complacent.
SAcsi is a national economic indicator of customer satisfaction in the quality of products and services available to household consumers in South Africa. For more information visit www.sacsi.co.za.