Article

Chick-fil-A, In-N-Out, Krispy Kreme lead study's best QSR rankings

A 2019 QSR study culled from the responses of more than 7,600 consumers kept favored West Coast brand, In-N-Out at the top of the nation's burger brands.

July 30, 2019

A 2019 QSR study culled from the responses of more than 7,600 consumers kept favored West Coast brand, In-N-Out at the top of the nation's burger brands. The study evaluated consumer choices in seven QSR categories, including the choice of doughnut theater chain, Krispy Kreme as the top pick among coffee/bakery brands. The list that also included Panera, Starbucks and Dunkin', according to a pre-released summary of the report, which will be made available publicly next week. 

Some of the other highlights: 

• Chick-fil-A topped out all consumer preference scoring areas among all categories of QSRs.
• In-N-Out came in 45 percentage points above the lowest-scoring QSR, McDonald's, with 14 percentage points.
• Rapidly expanding Blaze Pizza topped the QSR pizza category.
• Jersey Mike's unseated 2018 sandwich chain winner, Wawa, as best in that category.
• Chipotle topped the Mexican QSR segment. 
• Culver's led the frozen dessert and smoothie brands.

Consumers polled for the study rated their satisfaction levels with the brands during the most recent visit, as well as the likelihood they would recommend a brand to others. Additionally, the study revealed some trends in consumers' QSR dining habits, delivery and in-restaurant technology use. 

McDonald's bottoms out for burgers

In-N-Out Burger's capture of the top spot in the burger category for the third straight year resulted from the brand's overall 73% score, followed by Five Guys at 68% and Culver's at 67%. Carl's Jr., Burger King and McDonald's ranked lowest. 
 
Market Force also polled diners on each brand's customer experience including value, food quality, service speed, staff friendliness, cleanliness, atmosphere, healthful options and curb appeal. In-N-Out's category dominance was attributed to high consumer marks for value, staff friendliness, cleanliness and curb appeal, though Five Guys' scores for atmosphere, food quality and service speed exceeded In-N-Out's, while Smashburger outranked the brand in healthful options. McDonald's fell to the bottom for both food quality and friendly service. 

Chick-fil-A, Raising Cane's neck-and-neck in chicken

In the increasingly competitive game of chicken QSRs, Chick-fil-A took No. 1 for the fifth year straight at 79%, edging out Raising Cane's at 78%. The remaining players fell in the 60% or below range, with No. 3, Zaxby's, scoring 60%, followed by El Pollo Loco, KFC and Church's Chicken. 

Chick-fil-A and Raising Cane's got high marks for customer service/experience, with Chick-fil-A topping every category except atmosphere, which Raising Cane's won. Church's Chicken and KFC were last or second-to-last in all categories. 

Krispy Kreme — the 'sprinkles' atop coffee/bakery

Krispy Kreme's customer experience excellence overall elevated that brand to the top of coffee/bakery QSRs with a score of 64%, followed by Panera at 60% and Starbucks at 55%, and Dunkin' Donuts at the bottom of the heap at 48%. 

Krispy Kreme topped fully half of the eight customer experience categories studied, including food quality, value, cleanliness and service speed. Panera edged out Starbucks for staff friendliness, while also receiving accolades for healthful options, atmosphere and curb appeal. Starbucks finished in the top three for every category except value, where it ranked last with nearly 20 percentage points less than top-ranked Krispy Kreme. 

Photo: iStock