American Consumer Satisfaction Index released its June results on Tuesday, June 19th and the “Home of the Golden Arches” was dead last in the limited service restaurant category. So while you may deserve “A break today” you certainly deserve more than the giant is dishing out.
In all fairness to the food and service at McDonald’s, even though they rank last, they have been showing some improvement. They have ranked dismally last since 1995 and at one point in 2000 their level of satisfaction was only 59%, in 2012 it is 73% which is an increase from 2012. McDonald’s executives take these findings seriously and have been trying to give the customers what they want.
The response from the company to the results was “At McDonald’s, customer satisfaction has, and continues to be, a top priority. We take all customer feedback seriously. Our internal and third-party research shows that we continue to make progress in satisfying our customers. Business results also reinforce this. In fact, the producers of the American Customer Satisfaction index said that McDonald’s customer satisfaction is at an all-time high. Still, we know we can do more by continuing to offer our customers great value, menu variety and a positive service experience every time they visit our restaurants.”
What can McDonalds do to make customers happier with their products and services? The company seems to think that providing WiFi in its restaurants is the place to start. They spent over a billion dollars in 2011 to bring the Internet to their customers along with McTV and better seating. They have also made some healthier options available to their customers including the oatmeal and fruit addition to their breakfast menu, smaller snack wraps to the dinner menu and great Paul Neuman coffee at a set price of $1 per cup for all sizes. The latest additions to the menu includes smoothies along with scones, muffins and banana bread.But is this enough to get them out of the basement? It appears at the moment that it is not.
In a very politically correct move, the company has started to look at the way that the meat that the company buys is handled. They will no longer be buying pork tfrom pigs that have been confined in small pens through the maternity and birth process.
68 million customers are served by McDonalds around the world every day. With that many customers, there is bound to be some dissatisfaction. What most customers want from a fast food restaurant is fast service, good value and tasty food. If the food can be somewhat healthy as well, that is an added bonus. While McDonalds seems to have addressed the tasty and the healthy issues to some extent, it is their service that has most people complaining. Long waits, surly staff and rising prices are not going to get this giant retailer out of the toilet anytime soon. No one wants to wait more than a minute or two for service in a fast food restaurant even if they do have WiFi.