How Chick-fil-A® built a 37-point lead on customer experience
There is a reason Chick-fil-A® is one of the most successful and frequented fast-food chains in the United States, and it is more than the sauce. A survey of 1,800 recent fast-food buyers found 92% satisfied, and Chick-fil-A® ahead of the next competitor in its QSR category on customer experience, cleanliness and food.
- Client
- Chick-fil-A®
- About Chick-fil-A®
- One of the most successful and frequented fast-food chains in the United States.
- Solution
- Point of Emotion® survey, Surveys On The Go®
- Challenge
- Work out how Chick-fil-A® built its business into a successful empire, when there is a lot more going on there than just an incredible sauce.
- Method
- A survey triggered to 1,800 consumers who had been to a fast-food restaurant in the past 30 days, then compared against the competition on cleanliness, customer service, quality and satisfaction.
- Result
- 92% satisfaction, and a 37-point gap over the next competitor in the same QSR category on customer experience.
You’ve had it.
So, you get it. There’s a reason Chick-fil-A® is one of the most successful and frequented fast-food chains in the United States. And, here’s a hint: there’s a lot more going in there than just an incredible sauce.
I bet you want to know how they do it.
No, not the sauce. How they built their business into a successful empire. We were curious too. Luckily, we own the nation’s largest, highest-rated consumer panel. So, we decided to dig into the data.
Consumer behavior is a living, breathing entity.
It changes constantly. We started our search by looking at consumer patterns over time. Then, we compared Chick-fil-A® to their competition. Specifically, we looked into four core categories: cleanliness, customer service, quality and satisfaction. The results were clear and compelling.
But, first, here’s how we collected the data.
We used Surveys On The Go® (SOTG).
As the nation’s largest, highest-rated consumer panel, SOTG has 10 million daily journeys. Here, the app looked for 1,800 consumers who’d been to a fast-food restaurant in the past 30 days. Then, we triggered a survey straight to their phones.
And, because it’s an app, the client got:
Fast-food buyers
SOTG pinged real consumers to collect their opinions.
Behavioral insights
We surveyed category shoppers for Point of Emotion® insights.
Accurate data
Panelists were spoken to in real time, and validated via the SOTG app.
Best experience, best cleanliness, best food—and a gap in each.
Customer experience is king. Buyers will pay you more for a better experience. Take the time to make your brand a unique event fit for their needs.
People love a clean restaurant. Get this right and you’ll collect more than brownie points; your competition’s consumers will choose you too.
Consumers are still looking for quality in their fast-food selection. Skimp out here and they’ll give up and go somewhere else.
About Chick-fil-A®
Chick-fil-A® is one of the most successful and frequented fast-food chains in the United States. This study compares it against its competition in the same QSR category on the four things the research treats as core: cleanliness, customer service, quality and satisfaction.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Find out how your brand reads against the chain next door.
Surveys On The Go® reaches validated fast-food buyers in real time, so a competitive read on experience, cleanliness and quality comes from consumers who have just been.
Talk to an insights strategist