Study: mixed results in customer satisfaction: ACSI gives nod to Wendy's, McD, KFC, Starbucks, but most big brands lag flat average

Nation's Restaurant News, May 21, 2007 by Sarah E. Lockyer

The index is produced by the university's Ross School of Business in partnership with the American Society for Quality and CFI Group, a management consulting firm. About 250 customers are surveyed per company.

slockyer@nrn.com

University of Michigan's American Customer Satisfaction Index

Scores out of a possible 100

                                                         % CHANGE
                                            % CHANGE    FROM SURVEY
                                            FROM YEAR    INCEPTION
                              2006   2007    EARLIER      IN 1994

LIMITED-SERVICE RESTAURANTS    77     77       0.0%       11.6%
Starbucks Coffee               77     78       1.3%        1.3%
Wendy's                        76     78       2.6%        8.3%
Papa John's Pizza              79     77      -2.5%        1.3%
Little Caesars                 77     75      -2.6%        4.2%
Domino's Pizza                 75     75       0.0%       11.9%
Pizza Hut                      76     72      -5.3%        4.3%
KFC                            70     71       1.4%        6.0%
Burger King                    70     69      -1.4%        4.5%
Taco Bell                      70     69      -1.4%        4.5%
McDonald's                     63     64       1.6%        1.6%
All Others *                   80     79      -1.3%        8.2%

FULL-SERVICE RESTAURANTS       --     81       --           --
Olive Garden                   --     80       --           --
Outback Steakhouse             --     79       --           --
Red Lobster                    --     78       --           --
Chili's Grill & Bar            --     75       --           --
All Others *                   --     82       --           --

* "All Other" brands were not identified

SOURCE: UNIVERSITY OF MICHIGAN