Almost nine out of ten Subway customers are either ‘Very’ or ‘Fairly Satisfied’ with the food retailer, which continues to rate far ahead of its fast-food rivals.
Some folks argue that nothing beats a home-cooked meal, but for some of us, Subway comes pretty close. Way ahead of the competition when it comes to satisfied customers, Subway has rated consistently highly since 2008 and shows no sign of being overtaken by its fast-food rivals.
The latest data from Roy Morgan Single Source indicates that almost nine out of ten Subway consumers were either ‘Very’ or ‘Fairly Satisfied’ with the food retailer, which is widely considered a healthy alternative to traditional fast food.
In the year ending March 2013, 86% of Subway customers (aged 14+) were either ‘Very’ or ‘Fairly Satisfied’ with their recent purchase, while Hungry Jacks came a distant second with 72% of consumers feeling the same way. Customer satisfaction with the country’s leading fast-food chains was lowest for McDonalds and KFC, with 66% and 67% of their respective consumers satisfied in an average four-week period.
Source:Roy Morgan Single Source (Australia), April 2012 – March 2013, n = 20,767
Warren Reid, Group Account Manager, Roy Morgan Research, says:
“Customer satisfaction with the key fast-food restaurants in Australia has remained relatively stable over the last five years.
“While fast-food restaurants are working hard to provide alternatives to consumers with healthier options on their menus, along with transparency in kilojoules per meal, it appears to be having little impact on their customers’ overall satisfaction.
“The gap between Subway and its main competitors is significant, and has remained unchanged over the last five years. This indicates that Subway’s point of difference is still giving them a powerful edge over their competitors.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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