Chick-Fil-A, In-N-Out best in loyalty in Market Force QSR survey

McAlister’s best in wallet share in sandwich category

Market Force released early results from its “2022 Quick Serve Restaurant (QSR) / Fast Casual Study.” The findings demonstrate how 53 top restaurants brands score on Market Force’s Customer Loyalty Index (CLI). The score measures customer satisfaction and how likely these brands’ customers are to recommend a brand.

The findings are based on a survey of 5,173 consumers.

Chick-Fil-A and In-N-Out were clear winners when it came to the CLI and scored 84% and 82%, respectively. In addition, these restaurants experienced a 5% increase in customer loyalty versus the 2019 pre-COVID benchmark.

“The top-ranking brands continue to lead in terms of consumer sentiment, while others are struggling to stand out in today’s fight for share of stomach,” says Scott Griffith, chief marketing officer at Market Force.

In the QSR chicken category Chick-Fil-A also dominated wallet share with 58%, leading the industry. For Market Force purposes, wallet share measures how much consumers spend on a specific brand as opposed to its competitors in the industry.

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Within the sandwich category, McAlister’s Deli led with a wallet share score of 49%, and Five Guys came in on top in the burger category with a score of 47%. According to Market Force, “Consumers voted for these brands ahead of their peers on a survey question regarding future purchases, indicating that Chick-Fil-A, McAlister’s Deli and Five Guys have cracked the code for bringing customers back time and time again.”

Market Force noted that brands with digital maturity, drive-thru, delivery, and to-go offerings were successful during the early stages of the pandemic. Above all, drive-thru visits increased, and those brands who mastered drive-thru operations and throughput had a clear advantage.

“The restaurant landscape has gone through incredible change,” added Griffith. “The results of our 2022 survey are a key indication of how well each brand navigated the pandemic. Some brands have seen dramatic improvements in their results, while others have lost ground.”

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Dunkin’ and Hardee’s/Carl’s Jr saw the largest increase in customer loyalty, with CLI increases of 10 percent for Dunkin’ and 9% for Hardee’s/Carl’s. On the other hand, Zaxby’s, Moe’s Southwest Grill and Jack in the Box saw their scores decrease by 14%, 12% and 10%, respectively.

The Market Force “2022 Quick Serve Restaurant (QSR) / Fast Casual Study” ranks top brands on several attributes, including their ability to deliver satisfying visits, customer loyalty, the degree to which consumers trust each brand, and all core elements of the customer journey. “These attributes help differentiate the experience offered at each restaurant,” notes Market Force.

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