The South African Customer Satisfaction Index (SAcsi) is an independent national benchmark of customer satisfaction of the quality of products and services available to household consumers in South Africa. It is the first independent comprehensive national customer satisfaction index with international comparability in South Africa.

The SAcsi is a casual model that links your business’ future performance to your current level of satisfaction.  The SAcsi is now in its fifth year of measuring various industries and sectors.

Consulta research is a fully-fledge research supplier that produces tangible and applicable results to give companies insights for decision making. They are in the process surveying and developing SAcsi reports for this year, it would be interesting to see how the 2017 results compare to 2016.

Fast Food Restaurants

The South African Customer Satisfaction Index (SAcsi) for Fast Food Restaurants reveals that local customers are extremely satisfied with the fast food restaurants that they visit because they deliver on their customers’ expectations of value and service.

The SAcsi benchmarked consumer satisfaction through an internationally recognised model to achieve an overall result out of 100. The Index provides a weighted average of the various aspects of a customer’s experience with fast food restaurants, and the degree to which their product and service has met, fallen short of, or exceeded expectations.

The fast food restaurants were evaluated on the following elements:

  • Overall satisfaction
  • Perceived value
  • Customer perception
  • Level of recommendation

Some of the franchised brands featured in the SAcsi research include:

  • Chicken Licken
  • Debonairs Pizza
  • KFC
  • McDonald’s
  • Nando’s
  • Steers

Overall satisfaction results

The results indicated that the industry average score for satisfaction was recorded as 82.2%

The franchises customers are most overall satisfied with include:

Franchise 2016 Score
Debonairs Pizza 85.0%
Nando’s 83.8%
McDonald’s 83.2%

Some franchised brands that are below the industry average score includes:

  • KFC
  • Chicken Licken
  • Steers

Perceived Value

Prof Adré Schreuder, CEO of Consulta stated that “Cash-strapped South Africans will choose a fast food brand that offers excellent value for money without sacrificing quality. They will not dig deeper into their pockets unless they believe that the quality justifies the price,Fast food restaurants that deliver value without sacrificing quality scored well, even in this challenging economic climate.”

Perceived value is defined as the quality received for the price paid for their food and the price they paid for the quality of the food.

The perceived value industry average was 82.2%

The franchises that have expressed the highest perceived value include:

Franchise 2016 Score
Debonairs Pizza 85.2%
KFC 83.1%
Chicken Licken 83.1%
McDonald’s 82.4%

The franchises that have expressed perceived value below the industry average include:

Franchise 2016 Score
Nando’s 80.8%
Steers 78.9%

Customer Perception

Prof Adré Schreuder, CEO of Consulta stated that “Due to the expansion of the industry and the entrance of international brands like Burger King and Domino’s Pizza, customers are spoilt for choice and can afford to be more discerning.”

Demand for value and service is reflected in the complaints about South African fast food restaurants, as the most common complaints relate to

  • the accuracy of orders,
  • speed and quality of service
  • and the price of selected items.

Customers perception of a brand is often viewed through the lens of how complaints are managed.

The complaint management industry average was 54.9%

Nando’s customers indicated that their complaints were well managed, with a score of 71.3% whilst McDonalds was rated the lowest for complaint management with a very low score of 9.4%

Level of recommendation

The SAcsi for Fast Food Restaurants includes a Net Promoter Score (NPS) that measures the percentage of customers who would recommend a fast food restaurant to their family and friends minus the percentage of those with a low likelihood to recommend

The industry average for this section was 50%

The franchises that consumers will recommend include:

Franchise 2016 Score
Debonairs Pizza 65%
KFC 56%

The franchises that rated below the industry average are:

Franchise 2016 Score
Nando’s 49%
Chicken Licken 44%
McDonald’s 44%
Steers 35%

In Conclusion

“New fast food brands that launch in South Africa may enjoy long queues for a while, but research suggests that in the current economic climate, South Africans only visit a fast food restaurant once a week. In the long-term, customers will remain loyal to restaurants that offer the best quality and value for money,” says Prof. Schreuder.

Franchising Plus