The Restaurants and Fast Food sector ranked highest among all the evaluated sectors, retaining the winning position from 2017 and improving the average score to 7.3. In all the six customer experience pillars, this sector shows the highest score above the market average: Personalization +2.8%, Time and effort +3.5%, Expectations +3.8%, Integrity +2.4%, Resolution +2.4%. The sector has also achieved a truly exceptional result in the Empathy pillar, rising 4.2% above the market average. With three of the ten most empathic brands coming from the restaurant and fast food industry (Starbucks, Ugo, and Hájek), Empathy is a truly dominant trait here. But these dazzling results come with a hefty price tag, at least according to the customers who have voted this sector to be the worst in the price-quality ratio (over 5% below the market average).
The Hájek confectionary has won the first place in the sector and placed 8th in the total ranking. The brand is highly trusted by customers, with an Integrity score of 7.8 to support this claim. Hájek also starred in the Time and effort pillar (scoring over 8 points), with customers often commending the personnel’s swiftness and great attitude even during peak hours. Last, but not least, the product quality was also praised.
McDonald’s has also narrowly made it into the top 100. While in 2017 the brand did not get into the top spots at all, this year the fast food chain jumped 16 places, coming in 92nd and showing an impressive average improvement of 0.5 points. The brand has shown particularly good progress in the Expectations pillar, bringing what customers expect from their services and the real services offered closer.
The Starbucks coffee chain is, undoubtedly, a true legend in the field of customer experience, with its pro-customer approach dominating all the company’s strategies. Their core concept is called The Third Place and the idea is to be the third most important place in the customers’ lives, together with their home and their workplace. To become just that, the coffee chain focuses on friendly staff, cosy atmosphere, and accommodating attitude (“a great place to work or study, you can stay for as long as you want, even if you don’t buy anything”). In this year’s customer experience ranking, this attitude helped the brand improve in all the pillars and score the 21st spot. Starbucks shows exceptional results in the Empathy pillar, soaring 13% above the study’s average and 8% above the industry’s average.
“The staff are very friendly. The lady at the counter even helped us with a luncheon card – it was new, and we weren’t sure if it was already active and whether there were any funds on it.” (Bageterie Boulevard)
“I’ve had great experience with the staff’s attitude – they are always ready to help in case of mistakes or trouble and eager to fix things right away.” (KFC)
“Lokál in Dlouhá is a very popular place to hang out with friends – I come here too, from time to time. Although the place is usually packed, the staff are always trying to help and find me a spot. The service is quick and friendly, so I’m always happy here.” (Lokál, Ambiente)