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Phoenix Marketing International’s RestaurantXP Showcases Top Performing Quick Service Restaurants

May 10, 2016

Chick-fil-A, Panera Bread, and Starbucks lead the category on most key performance indicators including Fast, Efficient Service and Food Served Fresh

RestaurantXP, a mobile insights platform offered by premier global marketing services firm Phoenix Marketing International, today revealed the quick service restaurants (QSR) that are outperforming on food and service performance criteria — key elements that impact overall guest experience. Via a mobile device and GPS, RestaurantXP captures guest feedback on their meal experience right at the restaurant. Guests completed 49,474 assessments of 36 QSR brands this past January – March. Final analysis revealed that ‘Fast, Efficient Service’ and ‘Food Served Fresh’ are the two most important thresholds for a restaurant to surpass if it is to offer a favorable guest experience.

“Our insights are captured in-the-moment while guests are at the restaurant, giving us the ability to identify customer opinion from those ordering inside the restaurant versus those parked at the drive-thru,” said Lane Mann, President of the Phoenix mobile research business mXP. “Our monthly program evaluates restaurants on the top key performance indicators plus Net Promoter Score, (customers likelihood to recommend a company’s products or services) and also evaluates the overall dining experience, paying close attention to composition of guests, visitation day-part, recent meal history, and menu items purchased.”

Other differentiating criteria that ultimately impact a return guest visit include:

  • Cleanliness
  • Food Served At Appropriate Temperature
  • Friendly, Courteous Employees
  • Order Filled Correctly

The research also revealed that guests’ overall experience while on their last visit to a restaurant is an important indicator for a return trip. Their visit is rated on a five-point scale, with one being ‘not at all satisfied’ and five being ‘extremely satisfied’. Assessments are weighted nationally based on monthly brand visitation and are reported as the percent share of guests rating their overall satisfaction at the top of the scale (either four or five).

For example, guests who placed their order inside the restaurant gave highest overall experience ratings for their last visit at the following top-ten brands:

  1. Panera Bread (88.2%)
  2. Chick-fil-A (88.0%)
  3. Starbucks (84.4%)
  4. Dairy Queen (83.4%)
  5. Baskin Robbins (83.0%)
  6. Dunkin’ Donuts (82.7%)
  7. Jimmy John’s (80.3%)
  8. Subway (80.2%)
  9. Wendy’s (78.8%)
  10. Jack in the Box (78.6%)

Guests who ordered at the drive-thru award highest experience ratings for their last QSR visit to:

  1. Chick-fil-A (89.6%)
  2. Little Caesars (85.4%)
  3. Panera Bread (83.7%)
  4. Starbucks (82.1%)
  5. Dunkin’ Donuts (81.8%)
  6. Sonic (78.3%)
  7. Arby’s and Wendy’s (77.3%)
  8. Dairy Queen (76.8%)
  9. Taco Bell (76.3%)
  10. Jack in the Box (74.9%)

“We receive approximately 15,000 detailed assessments each month on overall guest experience, and this is only a small part of the capabilities our mobile program offers marketing and other senior management of leading QSR brands,” continued Lane. “RestaurantXP enables targeted 24/7 brand promotion, a mobile solution for re-engaging with recent guests to acquire additional detail about their visit, a channel to offer frequent patrons of any QSR brand incentives to give a local restaurant a try, and intelligence for optimal competitive menu item pricing.”

For additional details around the findings, please visit this link for a free downloadable report. Insights are also available for the brand overall and by franchise location with additional and targeted guest interviews. For media inquiries contact Marisa Katz (

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