There may not be as much love for fast food anymore. But as far as fast food chain Chick-fil-A is concerned, there is enough love to put them at the top spot when it comes to customer satisfaction as the Amercian Customer Satisfaction Index (ACSI) has recently found.
The ACSI is the result of an extensive annual survey across 70,000 customers. This, in turn, translates to an econometric model, which delivers data that can be used by over 300 companies across 43 industries and 10 economic sectors in order to improve customer satisfaction in their establishment.
When it comes to food service, the ACSI has found that this year has seen a drop in customer satisfaction when it comes to fast food restaurants. Meanwhile, customer satisfaction for full service restaurants remains steady. It is believed that the said results reflect an improved economy where customers who earning a lot more are choosing to go to a full-service restaurant instead of fast food.
ACSI believes that during the economic downturn, diners tend to place more importance on price over quality. But now as the economy improves, seeking quality meals has become the diners’ priority. In fact, the overall ACSI customer index score for limited service restaurants has dropped by 3.8% to 77 out of 100.
Meanwhile, Chick-fil-A has actually entered the ACSI for the first time this year along with Chipotle Mexican Grill. Perhaps much to Chick-fil-A’s delight, it debuts on the said index with the highest customer satisfaction score ever given to a fast food restaurant. ACSI Director of Research Forrest Morgeson thinks he knows the secret to Chick-fil-A’s high satisfaction score. He tells CNN Money, “It is laser focused on a particular product. It focuses on one thing and does it exceptionally well … and that is chicken sandwiches.”
Chick-fil-A‘s chicken sandwich recipe goes all the way back to 1946 when Truett Cathy opened his first restaurant in Georgia and served chicken sandwiches made with boneless chicken breast. Today, it continues to serve chicken breast sandwiches and you can order it breaded and fried or you can also enjoy it grilled. These sandwiches are so popular that 22-year-old Alton from Texas has even said he lost weight with the “Chick-fil-A diet.”
Chick-fil-A currently has 1,900 locations throughout the US. Its system wide sales back in 2014 reportedly almost reached $6 billion.