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Chick-fil-A, Papa Murphy's, Chipotle voted favorites in QSR study

Louisville, Colorado-based customer intelligence solutions provider Market Force Information released the results on its latest study on consumer's favorite quick-service restaurant chains. The study includes four food categories: pizza, Mexican fare, chicken and sandwiches.

March 4, 2015

Louisville, Colorado-based customer intelligence solutions provider Market Force Information released the results of its latest study on consumers' favorite quick-service restaurant chains, the company announced. The study includes four food categories: pizza, Mexican fare, chicken and sandwiches.

Market Force surveyed more than 12,700 consumers who ranked their satisfaction with their last restaurant experience and the likelihood they would recommend it to others. The company averaged the data to rate each restaurant brand on a Composite Loyalty Index. Market Force also examined attributes such as service, food quality and value that drive customer preferences as well as the latest industry trends with social media and mobile technology.

Pizza

Topping the list for the second consecutive year, fans voted Papa Murphy's as favorite pizza chain based on customer satisfaction, the study said. The Washington-based company makes pizzas for customers to take home and bake themselves, beating out Papa John's, Domino's and Cici's Pizza.

Papa Murphy's also won for attributes such as food, service, atmosphere, value and many operations-oriented categories. It ranked No. 1 for food quality and healthiness, and speed of service and cleanliness. The company tied with Little Caesars for value.

Voters recognized Pizza Ranch for its welcoming atmosphere and friendly staff. CiCi's ranked in the top three for many of the attributes in the study.

Other highlights:

• 30 percent had visited a pizza chain at least five times in the previous 90 days, a fairly low rate compared to visitation rates reported in the other restaurant categories.
• 23 percent brought along children on their most recent visit.
• Pizza Ranch and Little Caesars had the highest stomach share (average number of visits per month) among the chains studied.
• Pizza Ranch had the highest loyalty card awareness (99 percent) and participation rate (95 percent).
• Domino’s had the greatest customer awareness for its mobile app – 61 percent were aware of it.
• With 55 percent, Papa John’s had the highest mobile app adoption rate.

Mexican Fare

Chipotle and Qdoba, no surprises, tied for first in the Mexican category for their burritos. El Pollo Loco moved up several spots from the year prior to take second, followed by Moe's Southwest Grill and Del Taco.

Other highlights:

• 38 percent had visited a Mexican chain at least five times in the previous 90 days.
• 22 percent brought along children on their most recent visit.
• Del Taco has highest stomach share, followed by El Pollo Loco.
• Qdoba had the highest loyalty card awareness (90 percent), but Del Taco boasted the highest participation rate (100 percent).
• Chipotle has the greatest customer awareness for its mobile app (24 percent), but just barely, with Moe’s Southwest Grill and Taco Bell close behind.
• 57 percent said they had downloaded Chipotle’s mobile app; 56 percent had downloaded Taco John’s app.

Chicken

Chick-fil-A snagged first for favorite chicken chain in Market Force's 2015 QSR study, with 74 percent, followed by Raising Cane's at 73 percent in the Composite Loyalty Index. The two chains switched places from the previous study in 2014.

Zaxby's and Wingstop claimed third and fourth places, respectively, achieving the same ranking as the year prior.

Raising Cane's was voted favorite food and recognized for speed of service while Chick-fil-A won for staff friendliness, value and atmosphere, as well as healthiest food options, along with El Pollo Loco, Zaxby's and Boston Market.

Other highlights:

• 38 percent had visited a chicken chain at least five times in the previous 90 days.
• 24 percent brought along children on their most recent visit.
• Raising Cane’s has highest stomach share, followed by El Pollo Loco.
• Raising Cane’s had the highest loyalty card awareness (55 percent), but Wingstop prevailed with the highest participation rate (100 percent).
• Wingstop also has the greatest customer awareness for its mobile app (24 percent), and the highest download rate (61 percent).

Sandwiches

In the sandwich category, research shows that sandwiches continue to grow in both the QSR and fast casual sectors even during economic downturns.

Jason's Deli claimed favorite sandwich this year, beating out Firehouse Subs to be named favorite sandwich chain of 2015. McAllister's Deli, Jersey Mike's and Panera Bread also performed well in the study. 

Although Jason's Deli was the favorite for best value, atmosphere and friendliest staff, Jimmy John's scored fastest service. Firehouse Subs was lauded for its food quality, service and value and Jason's Deli, Panera and McAllister's for healthful food.

Other highlights:

• 52 percent – higher than any other category – had visited a sandwich chain at least five times in the previous 90 days.
• 16 percent – the lowest of any other category – brought along children on their most recent visit.
• Wawa has highest share of stomach, followed by McAlister’s Deli and Subway.
• Panera had the highest loyalty card awareness (93 percent) and participation rate (91 percent).
• Panera also has the greatest customer awareness for its mobile app (27 percent), but Wawa boasted the highest download rate (65 percent).

Survey Demographics 

Market Force's 2015 survey pooled 12,755 respondents online across the U.S. in Jan. 2015. Demographics represented a cross-section of the four U.S. Census regions, various income levels, and ages ranging from 18 to over 65. The survey revealed 50 percent of respondents reported more than $50,000 a year in household income. Respondents' were reported to be 67 percent women and 33 percent men.