Fast food takes time to get in touch with customers

Background »

Fast food is a multi-billion dollar industry in North America. It is intensely competitive and, as the name suggests, the industry is characterized by speed and convenience. Therefore, it is difficult to capture customer opinions and demographic information while maintaining the fast turnaround that customers expect.

Our client manages several nationwide chains of fast food restaurants. They were specifically interested in gauging customer satisfaction in restaurants situated in rest stops along the country's busiest highway. Realizing that the customer mix and expectations were unique in these roadside locations, the company hoped to identify travelers' service priorities and implement changes as necessary.

In-Touch launched a survey program in 15 locations to collect feedback for five weeks. The questionnaire was designed primarily to measure the customers' satisfaction levels with the food. They were asked to rate such product attributes as food quality, selection, flavor and temperature. Respondents also rated service-related issues such as friendliness of staff, cleanliness of the restaurant and rest rooms.

Surprising results »

An average of 380 customers responded to the survey in each rest stop location. In addition to the aggregate results, In-Touch cross-tabbed the data to deliver specific results for each of the five restaurants. Some of the more significant results included:

• over 80% of travelers were dining at the same two of the five restaurants;
• half the respondents perceived the prices in highway restaurants to be higher than non-highway locations;
• 24% of respondents traveled that highway more than 100 times per year - a very significant potential for repeat business;
• washroom cleanliness was at the top of the priority list for most travelers; in fact, it was rated as being even more important than the food.

The research confirmed that travelers had unique needs and expectations. Head office executives are using the data to pinpoint problem locations and to develop plans for better serving this important segment of the fast food market. With the store-level data, individual restaurant managers and staff are comparing performance levels, exchanging best practices and implementing the changes needed for their specific location.

New products put to the test »

The In-Touch survey program has also proven to be a useful tool for test marketing new products. Prior to a full scale launch, one of our clients conducted a customer survey in select test locations to measure existing customers' reactions to the new line of fast foods. Since many competitors already offered similar products, the company further leveraged the survey by asking respondents to compare their products with those of competing restaurants. The client felt that this was the most effective and affordable way to reduce risk and ensure a successful chain-wide launch.