QSR: ACSI Report Shows Dropping Customer Satisfaction
QSR: ACSI Report Shows Dropping Customer Satisfaction

Consumers love fast food less when they’re making more.

Recent data from the American Customer Satisfaction Index (ACSI) could spell bad news for fast-food brands.

As reported by QSR, while customer satisfaction with full-service restaurants stayed unchanged at 82 out of 100 points, fast-food restaurant satisfaction decreased 3.8 percent to 77 – it’s lowest score in five years.

“The job market is the strongest it has been in years, which is having an interesting effect on supply and demand,” Claes Fornell, ACSI chairman and founder, was quoted as saying by QSR. “On the demand side, consumers with greater discretionary income seem to put quality ahead of price in their decision-making. On the supply side, restaurants are finding it harder to hire and retain qualified and motivated workers, which can have an adverse impact on service quality.”

On the bright side, fast-casual franchises are well positioned to profit from a consumer market that demands higher quality but still wants food quickly.

“The fast-casual segment of quick service restaurants is nicely situated for the confluence of changing consumer tastes and a rebounding economy,” ACSI Director David VanAmburg said. “Consumers have a bit more money in their pockets, but are still pressed for time. Fast casual outlets offer higher-quality ingredients, freshness and fast service—all at a reasonable price.”

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