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RESEARCH | Staff Reporter, Australia
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Pizza Hut roars back in customer satisfaction

It has rose by 9.6% points over the last 12 months in the latest Roy Morgan research.

New research from Roy Morgan shows that in the year to August 2017, 11.8 million Australians over 14 visited a fast food chain in an average of four week period. Among the large group of competitors in this market, Grill’d topped the satisfaction ratings with 90.7% of their customers fairly satisfied or very satisfied. The report is based on over 8,000 interviews per annum with quick service restaurant customers.

Grill’d scored the highest satisfaction among the thirteen largest players in this market with 90.7%, closely followed by Guzman Y Gomez with 89.3%, Crust Pizza (86.6%) and Subway (85.8%). Despite McDonalds having the largest number of customers in an average four week period, their customer satisfaction was only 66.2%.

Over the last 12 months, the biggest improvement in satisfaction was for Pizza Hut (up 9.6% points), followed by Red Rooster (up 5.8% points), KFC (up 3.5% points) and Crust Pizza (up 2.5% points). The brands with the largest declines in satisfaction were Hog’s Breath Café (down 9.6% points), Nando’s (down 6.1% points) and Guzman y Gomez (down 2.8% points).

Roy Morgan Research industry communications director Norman Morris said, “Over the last four years, there has continued to be strong growth in the patronage of quick service restaurants, with an increase of over 1.3 million or 13%. This has increased customer numbers in an average four week period for those over 14 to nearly 12 million and as a result has brought with it very tough competition.”

“The use of quick service restaurants is widespread across all age groups and socio-economic segments. However, Roy Morgan has a great deal more information about the customers of each of the major brands, enabling an in-depth understanding and profiling, a necessary tool for anyone involved in strategy development in this fast growing and highly competitive industry,” he added.

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