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McDonald’s Ranks Last in Customer Satisfaction Among Fast Food Restaurants (Again!)

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“I’m lovin’ it” may be McDonald’s slogan, but that’s not what customers are saying about the service.

In a report released earlier this week by the American Consumer Satisfaction Index (ACSI), the fast food giant has once again disappointed those it serves — ranking last amongst others who lead the fast food industry.

Of course, this does not come as much of a surprise to the people of McDonald’s because the renowned chain  has consistently finished last in overall customer satisfaction for the last 17 years.

However, McDonald’s is gradually making improvements, landing a small victory this year with a 73 percent overall satisfaction score compared to its all-time low of 59 percent in 2000.

In a statement regarding the 2012 report McDonald’s said:

At McDonald’s, customer satisfaction has, and continues to be, a top priority. We take all customer feedback seriously. Our internal and third-party research shows that we continue to make progress in satisfying our customers. Business results also reinforce this. In fact, the producers of the American Customer Satisfaction index said that McDonald’s customer satisfaction is at an all-time high. Still, we know we can do more by continuing to offer our customers great value, menu variety and a positive service experience every time they visit our restaurants.”

Still it looks as if McDonald’s has a long way to go to compete with the “better ingredients” people at Papa Johns who led the way with an ACSI score of 83 percent, followed by Subway and Little Caesars, which each notched 82 percent.

Among those restaurants specializing in hamburgers, Wendy’s seems to satisfy the most, scoring 78 percent in overall satisfaction.

The ACSI score for each restaurant is based on a sample of 250 customer interviews from more than 70,000 annually conducted surveys.

2012 ACSI Scores

1. Papa John’s 83%
Subway 82%
Little Caesar 82%
Dunkin Donuts 79%
Pizza Hut 78%
Wendy’s 78%
Domino’s Pizza 77%
Taco Bell 77%
Starbucks 76%
KFC 75%
Burger King 75%
McDonald’s 73%


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