Subway customers still most satisfied of Australian fast foods, Roy Morgan
Way ahead of the competition when it comes to satisfied customers, sandwich franchise Subway has rated consistently highly since 2008 and shows no sign of being overtaken by its fast-food rivals, according to findings from market research organisation Roy Morgan Research.
In the year ending March 2013, 86 per cent of Subway customers 14 years or older said they were either ‘very’ or ‘fairly satisfied’ with their recent purchase, while Hungry Jacks came a distant second with 72 per cent of consumers reporting similar satisfaction. Although it lags significantly behind Subway, Hungry Jacks was also the only fast-food chain to see a rise in satisfaction, up from 70 per cent in the year ending March 2012.
Red Rooster came in third, with 70 per cent of its customers reporting satisfaction with their recent purchase, a drop from 74 per cent in previous year.
Customer satisfaction with the country’s leading fast-food chains was lowest for McDonalds and KFC, according to Roy Morgan Research, with 66 per cent and 67 per cent of their respective consumers satisfied in an average four-week period.
“Customer satisfaction with the key fast-food restaurants in Australia has remained relatively stable over the last five years,” said Warren Reid, Group Account Manager, Roy Morgan Research. “While fast-food restaurants are working hard to provide alternatively to consumers with healthier option on their menus, along with transparency in kilojoules per meal, it appears to be having little impact on their customer’s overall satisfaction,” he said.
“The gap between Subway and its main competitors is significant, and has remained unchanged over the last five years,” Mr Reid said. “This indicates that Subway’s point of difference is still giving them a powerful edge over their competitors,” he said.