Chicken rules South Africa’s f

Chicken rules South Africa’s fast food satisfaction roost

Chicken brands are ruling the roost in the fast food satisfaction index among South Africans.

Chicken rules South Africa’s f

The latest South African Customer Satisfaction Index was recently released, and with three chicken brands taking up the top three spots, it gave the bosses of other fast food franchises something to chew on.

At 82 out of 100, the South African score is higher than the US and UK benchmarks of 80 and 77 out of 100 respectively. Three chicken brands were above par, while burgers, pizza and fish were below.

The top scores (Index ave: 82):
1) Nandos (83)
2) Chicken Licken (83)
3) KFC (82.8)
4) Steers (81.2)
5) Debonairs (81.1)
6.) MacDonalds (80.1)
7) FishAways (78.3)

“The sample size for the industry survey was 3300 with the smallest sample size per brand at 330 respondents. Over 45% of the total sample surveyed chose fast food outlets associated with chicken (Nandos, Chicken Licken and KFC) illustrating SA’s ongoing love for chicken,” SAcsi said in a statement.

Customers of McDonalds expressed declining satisfaction with the brand last year. Only KFC’s customers deemed their experience as ideal, which correlated with the survey’s findings that KFC provided the best value for money in the eyes of its customers.

Prof. Adré Schreuder, founder of SAcsi and CEO of Consulta, said price had always been an advantage for fast food. However, improved quality and variety had helped push satisfaction to higher levels. “Looking at the SAcsi measure of expectations compared to delivery on quality, it is telling that for the first time since 2013, fast food brands are delivering on their customers’ expectations and perceived quality,” Schreuder said.

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