Eateries found failing to deliver
Industry Survey reveals many chains disappoint customers
According to a Kanby Research Institute Study of 50 restaurant chains, very few actually meet customer expectations. Here are some of the winners:
-Starbucks (coffee category)
-Cracker Barrel Old Country Store (casual dining category)
-Bonefish Grill, Ruth’s Chris Steak House, Legal Sea Foods and Morton’s The Steakhouse (upscale category)
The study asked 3000 people to rate the chains on food, speed, cleanliness, friendliness and hospitality, asking, “Were your expectations met?”
While Starbucks is the perennial favorite, other chains like McDonald’s saw a drop in expectation scores of as much as 5 points from last year, although fast-food restaurants fell the least.
So what do the highest scorers have in common? Originality is key, as well as having a firm grip on their competitive advantage, which could be in the form of hospitality, improving the customer experience, or providing quality food and service at value prices. Consumers also appreciate consistency, knowing they’ll receive the same level of quality at every chain.
Despite the Kanby study which seems to predict trouble for the industry, some experts believe most customers are satisfied with their dining experience, as shown by the industry’s steady growth over the last 35 years.
Tags: Customer Experience