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Insight of the Day: Restaurant Satisfaction Survey

The 2024 American Customer Satisfaction Index (ACSI) report reveals that McDonald's ranks lowest among major US restaurants in customer satisfaction. However, the overall satisfaction levels in both full-service and fast-food sectors have improved since last year.

Key Findings:

  • McDonald's at the Bottom: Despite a 3% year-on-year improvement, McDonald's still ranks last in customer satisfaction.

  • Chick-fil-A Reigns Supreme: Chick-fil-A retains its top spot for the 10th consecutive year, demonstrating consistently high customer satisfaction.

  • Full-Service Restaurants Shine:  Longhorn and Texas Roadhouse share the top spot in the full-service category, while Denny's and Red Robin lag behind.

  • Fast-Food Sector Improves: The fast-food sector also shows a 1% increase in overall satisfaction, with technology playing a significant role in order accuracy and efficiency.


  • Value is Key: Lower-income customers are cutting back on dining out, leading restaurants to focus on value-oriented options.

  • Technology Enhances Fast-Food Experience: Mobile app quality and reliability contribute to improved order accuracy and customer satisfaction in the fast-food sector.

  • Customer Base Shifting: Restaurant clientele is increasingly skewing towards higher earners and college graduates.

Consumer Motivation: With rising prices, customers are prioritizing value and quality when choosing where to dine.

Driving Trend: Economic instability and inflation are driving consumers to be more discerning about their dining choices.

Target Consumers: Higher-income earners and college graduates are becoming the dominant customer base for restaurants.

Implications for Brands:

  • Focus on Value and Quality: Restaurants must offer compelling value propositions and high-quality experiences to attract and retain customers.

  • Invest in Technology: Fast-food chains should leverage technology to improve order accuracy and efficiency.

  • Cater to Changing Demographics: Adapt marketing and menu offerings to cater to the evolving customer base of higher earners and college graduates.

Implications for Society: The rising cost of living and changing consumer preferences are reshaping the restaurant industry, highlighting the need for brands to adapt to meet evolving demands.


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