Customer satisfaction is no longer just a goal, it is a survival factor. The latest ACSI results prove that even top-performing brands cannot afford to become complacent.

By Michele Jowdy, Global Business Development Manager at BARE International

Across industries, companies face intense pressure not only to meet but to consistently exceed expectations. This is where mystery shopping becomes essential; bridging the gap between knowing the score and understanding the story behind it.

The American Customer Satisfaction Index (ACSI) recently revealed that Chick-fil-A continues to dominate the quick-service restaurant (QSR) sector, achieving a score of 83 out of 100 for the 11th consecutive year, according to Chain Store Age’s coverage of the ACSI study.

While this demonstrates remarkable consistency, the company’s growth has slowed to just 5.4%, leaving room for smaller competitors like Raising Cane’s and Wingstop to seize market share.

Other brands are showing the same dynamic:

KFC fell 5% to a score of 77 as rivals adapted faster to shifting preferences.
Panda Express surged 4% to 80, tying with Starbucks for second place.
Five Guys and Sonic dropped by 4%, revealing the cost of inconsistency.

The data presents a clear picture: customer satisfaction across QSR brands is high (81+ in every category), but competitive gaps are increasingly slim. A single point drop can translate into lost loyalty and lost sales.

The Risk Behind the Numbers

High satisfaction scores look positive on paper, but they don’t guarantee growth. In fact, Chick-fil-A’s story proves that being the leader in customer experience doesn’t shield a brand from stagnation.

As Forrest Morgeson of Michigan State University noted:

“Restaurants can’t simply rely on their traditional playbooks anymore… The brands that succeed will be the ones that adapt quickly to shifting tastes without compromising consistency or experience.”

So, the question becomes: how can companies catch the subtle shifts in expectations before the numbers slip?

Why Mystery Shopping Matters

Large-scale surveys like ACSI reveal what customers feel. Mystery shopping uncovers the why behind those perceptions.

Through tailored programs, mystery shopping helps brands:

Audit consistency across locations, ensuring every customer gets the same standard.
Test operational details like order accuracy, staff courtesy, and app reliability.
Benchmark competitors, identifying where rivals are improving faster.
Capture emerging issues early, before they damage reputation or revenue.

This combination of quantitative results and qualitative insights is the key to sustaining competitive advantage in crowded markets.

From Scores to Action: The Call to Brands

Customer expectations are rising, and margins for error are razor-thin. A one-point dip in satisfaction can mean millions lost in loyalty and revenue.

“At BARE, we see mystery shopping as a key tool that empowers brands to go beyond the score – to understand the full customer journey and act on real-world insights.”

BARE designs customized programs that transform data into action, giving you the edge to stay ahead of competitors while keeping your customers at the heart of your strategy.

Ready to move beyond scores and truly understand your customer journey? Partner with BARE International to drive loyalty, consistency, and measurable growth.

At BARE International, we pride ourselves on helping businesses decode customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve.

Reach out to us today to explore how our tailored research can take your CX strategy to new heights.

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