Competitive analysis: Chick-fil-A dominates:
Discover why 92% of fast-food enthusiasts prefer it.
The goal.
You’ve had it.
So, you get it. There’s a reason Chick-fil-A® is one of the most successful and frequented fast-food chains in the United States. And, here’s a hint: there’s a lot more going in there than just an incredible sauce.
I bet you want to know how they do it.
No, not the sauce. How they built their business into a successful empire. We were curious too. Luckily, we own the nation’s largest, highest-rated consumer panel. So, we decided to dig into the data.
Research was required.
Consumer behavior is a living, breathing entity.
It changes constantly. We started our search by looking at consumer patterns over time. Then, we compared Chick-fil-A® to their competition. Specifically, we looked into four core categories: cleanliness, customer service, quality and satisfaction. The results were clear and compelling.
But, first, here’s how we collected the data.
Our approach.
We used Surveys On The Go® (SOTG).
As the nation’s largest, highest-rated consumer panel, SOTG has 10 million daily journeys. Here, the app looked for 1,800 consumers who’d been to a fast-food restaurant in the past 30 days. Then, we triggered a survey straight to their phones.
And, because it’s an app, the client got:
- Fast-food buyers: SOTG pinged real consumers to collect their opinions.
- Behavioral insights: We surveyed category shoppers for Point of Emotion® insights.
- Accurate data: Panelists were spoken to in real time, and validated via the SOTG app.
The results.
- Customer experience is king. Buyers will pay you more for a better experience. Take the time to make your brand a unique event fit for their needs.
- 92% are satisfied with Chick-fil-A®.
- 53% say Chick-fil-A® has the best customer experience.
- 37% gap over the next competitor in the same QSR category.
- People love a clean restaurant. Get this right and you’ll collect more than brownie points; your competition’s consumers will choose you too.
- 41% say Chick-fil-A® has the best cleanliness.
- 23% gap over the next competitor in the same QSR category.
- Consumers are still looking for quality in their fast-food selection. Skimp out here and they’ll give up and go somewhere else.
- 36% say Chick-fil-A® has the best food.
- 12% gap over the next competitor in the same QSR category.
- As a result of the research, we can see that the reason Chick-fil-A® is winning comes down to overall satisfaction. Their strategy is simple: create a great customer experience, a clean restaurant and quality food—and you’ll be rewarded by repeat business.
About MFour.
MFour offers a revolutionary end-to-end platform that delivers validated consumer data. Recognizing the pervasive issues of data fraud and industry commoditization undermining data quality, MFour provides a robust solution.
Through the Surveys On The Go® app, MFour collects and validates consumer behaviors, offering deep insights into consumer journeys. This data collection method enables the platform to trigger survey invitations targeted at verified audiences, providing a comprehensive understanding of consumer motivations.
The gathered and validated data is then presented on MFour Studio. As the industry’s only end-to-end platform to build, field then analyze insights, MFour Studio seamlessly integrates validated consumer surveys with real-time app, web, and location data. This integration empowers businesses to gain holistic consumer understanding then make informed decisions.
MFour stands at the forefront of consumer data analytics, combining validated survey and behavior data on a unified platform to enhance business decision-making.
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