America's Favorite QSRs: Pizza
Satisfaction, preference survey gauges loyalty, likelihood of recommendation
Published in CSP Daily News
BOULDER, Colo. --Market Force Information has released the results of a nationwide study revealing consumers' favorite quick-service restaurant (QSR) chains, based on satisfaction. It polled more than 6,100 consumers for the study, which ranks the top restaurants in four popular food categories: pizza, Mexican fare (part 2), sandwiches (part 3) and chicken (part 4).
In addition to uncovering the restaurants that consumers like most, the study examines why they prefer one to another, looking at factors such as service, food quality and value. For the rankings, Boulder, Colo.-based Market Force asked participants to rate their satisfaction with their most recent dining experience and their likelihood to refer that restaurant. The study averaged the results to attain a Composite Loyalty Score, which reveals the intersection between overall satisfaction and the likelihood of recommending a restaurant to others.
Papa Murphy's, with its personalized take-and-bake pizza concept and focus on fresh ingredients, is satisfying the taste buds of consumers, earning it the No. 1 spot. The Vancouver, Wash.-based pizza chain has grown to more than 1,400 stores worldwide, and its parent company recently filed for an initial public offering.
Pizza Ranch ranked in second place, and Papa John's was third in this highly competitive category. CiCi's Pizza, Domino's and Pizza Hut also rated high in satisfaction, but consumers were less likely to recommend them to friends and family.
Market Force also asked consumers to rank the pizza chains based on various attributes such as food quality, customer service, atmosphere and overall value. Between them, Papa Murphy's, Pizza Ranch and CiCi's Pizza dominated most of the categories. Papa Murphy's rated first for both quality and healthy food, and second in fast service and value. Pizza Ranch received the most votes for atmosphere and accommodating children and CiCi's was second in both categories. The fastest service went to Little Caesar's, while CiCi's took the top spot for value. Pizza Hut also fared well, ranking in the top five for most of the attributes studied.
The survey was conducted in February 2014 across the United States and Canada. The pool of 6,197 respondents reflected a broad spectrum of income levels, with nearly 60% reporting household incomes of more than $50,000 a year. Respondents' ages ranged from 18 to over 65. Approximately 75% were women and 25% were men, and 41% have children at home.