, Australia

Michel's bested Donut King, The Coffee Club in customer satisfaction rating: Roy Morgan

The coffee chain has seen a continuing rise in satisfaction rating since 2017.

Michel’s has garnered a customer satisfaction rating of 91%, five points up in a year-on-year basis, based on the recent Roy Morgan Coffee Shop Customer Satisfaction report.

The coffee chain leads in the publication’s customer satisfaction record, besting Donut King (86%), The Coffee Club (85%) and Gloria Jeans Coffees and Muffin Break (both 83%).

The market research company noted of the continuing rise of Michel’s in satisfaction ratings since it last underperformed in 2016 with 77% rating.

“At the end of 2016, Michel’s satisfaction ratings bottomed out at around 77%. But since then, it has demonstrated a remarkable turnaround, steadily increasing its ratings to its current level. This sustained effort has contributed to a 14% lift in its satisfaction ratings compared to three years ago,” Roy Morgan CEO Michele Levine said.

According to Roy Morgan, majority of Michel’s customers are retired, and a typical customer is more likely to be a woman than a man in the 65+ age bracket.

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