Is Fast Food No Longer Just Fast?

On average, U.S. households dined at either full-service or fast food restaurants about twice per week in 2012, a rate expected to continue in 2013. Fast food shows an edge in being chosen somewhat more frequently, and its customer experience is looking surprisingly good in side-by-side comparison with full-service dining.fullservicefastfood

Customers are mostly pleased with their sit-down dining experiences. Restaurants have good layout and cleanliness (87). Staff are courteous, helpful (87), and accurate with orders (89). Benchmarks for menu variety, food quality, and beverage quality range from 86 to 87. Even the websites of full-service restaurants score significantly higher than the average for all restaurants (78.3). The weakest link in customer’s appraisal of their actual dining experience is the speed of service (83).

For fast food, order accuracy (85) and beverage quality (84) receive the highest marks. Layout and cleanliness, along with speed of check-out or delivery, score fairly high at 83. Courtesy and helpfulness of the staff is relatively satisfactory (82), as is satisfaction with websites (82). The lowest scores are for food and beverage variety and food quality, all 81.

While customers are somewhat happier with their experiences at full-service restaurants compared to fast food outlets, overall customer satisfaction between the two has been very close for the last two years. For 2013, the full-service category scores 81 (on a 0-100 scale), while fast food is stable at 80 for a second year. Because low cost continues to be a pull for many consumers, the relatively strong overall performance of fast food may be too close to comfort for full-service chains.