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QSR Customer Satisfaction & Brand Positioning Report
Sandelman & Associates, Jan 2010, Pages: 32
Restaurant chains use this report to identify their current brand positioning and their strengths and weaknesses relative to competitors.
Foodservice suppliers use the report to identify areas in which they can help specific chains address their competitive weaknesses and reinforce their strengths. The report is also the source for Sandelman & Associates' annual Quick-Track® Awards of Excellence.
The 12th annual report provides overall satisfaction scores and rankings for 136 fast-food and pizza chains as well as detailed data on customer satisfaction attributes for 61 chains.
In 2010, Sandelman & Associates conducted telephone interviews with nearly 95,200 fast-food users in 79 major markets across the U.S. in its Quick-Track® syndicated research study. These users rated their last purchase occasion overall for each tracked chain they patronized in the past three months. They also rated selected chains on 15 key attributes that define a chain's image, including food, service, cleanliness, convenience and value. The importance of each attribute in the selection of a quick-service restaurant also is provided for perspective.
To determine Awards of Excellence winners and to provide operators a scorecard, the report includes a variety of detailed lists ranking chains for all chain types and within chain type. Chains that improved overall from the prior year also are identified and ranked overall and by chain type. In addition, chain rankings are provided for each of the 15 key attributes. Chain ratings also are indexed to the all-chain average to provide relative scores and easily identify chains that are above or below average on each characteristic and provide a fuller understanding of brand positioning.
Detailed ratings are provided for up to five chains of your choice broken out by heaviness of QSR usage, gender, age and ethnic group. In addition to the 2010 information, annual data also is provided for the selected chains back to 2006 to allow you to monitor trends.
This report can be e-mailed as an Excel file or shipped in a spiral-bound format.
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