Survey Ranks Restaurant Satisfaction Rates

WESTLAKE VILLAGE, Calif.A recent J.D. Power and Associates 2010 U.S. Restaurant Satisfaction Study of more than 93,000 restaurant customers found the current economy is forcing more dining establishments to go beyond price and portion sizes and focus on service and dining experience to attract customers.

The study includes satisfaction rankings for restaurant chains in 10 U.S. markets in three segmentscasual, family and quick service (QSR). In each segment, four factors drive overall customer satisfaction with restaurantsprice; service (including timeliness of order and wait staff courtesy and friendliness); meal (including quality/taste of food, meal presentation and portion size); and environment (including ambiance, cleanliness and convenience of location/hours).

According to the findings, among casual and family restaurant brands, the combination of service and environment outweigh the importance of price as a driver of overall satisfaction; however, among QSR chains, service and environment are equally as important as price.

"In a fiercely competitive marketplace, restaurant companies have focused on a variety of strategies to attract customersthe most prominent being value-based, such as 'dollar menu' items," said Jim Howland, senior director of the hospitality practice at J.D. Power and Associates. "While delivering value is still critical, elevating customer experiences by providing excellent service and an inviting environment are also key for restaurant chains that seek to differentiate themselves."

Overall satisfaction in the 10 markets included in the study averages 742 on a 1,000-point scale among customers at casual restaurants, 708 among family restaurant customers and 700 among QSR customers.

Among casual restaurants, Carrabba's Italian Grill, The Cheesecake Factory and Maggiano's Little Italy (Dallas, Texas) each rank highest in two markets. Also receiving awards in their respective markets are Buca di Beppo, P.F. Chang's China Bistro, Red Robin Gourmet Burgers and Texas Roadhouse.

Among family restaurants, Cracker Barrel Old Country Store ranks highest in five markets. Marie Callender's ranks highest in two markets, while The Original Pancake House ranks highest in one market.

Among quick service restaurants, Chick-fil-A ranks highest in three markets. Chipotle Mexican Grill, and In-N-Out Burger each rank highest in two markets. Also receiving awards in their respective markets are Culvers, Panera Bread and Papa Murphy's Take N Bake Pizza.