BeanScene Magazine


Survey reports rise in McCafé customer satisfaction levels

From the September 2011 issue.

McDonalds McCafeAn independent consumer survey released on 1 September reported a significant improvement in customer satisfaction with McDonalds' McCafé, putting customer satisfaction levels above other major coffee chains. 

The Canstar Blue survey reported that McCafé had among the most satisfied customers of all the major coffee chains in Australia, beating key other players when it came to overall customer satisfaction and price.

McCafé also tied for first place with another chain for service and came equal first with another major chain for the taste of the coffee served.

“This represents a massive win for McDonalds, given the significant investment it made this year into improving the quality of the entire coffee experience delivered by McCafé,” says Canstar Blue Manager Rebecca Logan.

“McCafé particularly focussed on improving the taste of its coffee by introducing a richer, darker blend. The survey showed this has paid off, with customers scoring them top marks in the taste category.”

McDonalds embarked on a national advertising campaign in June to promote the improvements it had introduced to the coffee experience offered by McCafé. This included the introduction of a richer, darker blend, a national training program to make the McDonalds barista teams more qualified and standardising equipment maintenance.

The survey also showed 1 in 10 Australians surveyed had tried unsuccessfully to give up their coffee habit in the last 12 months. It also showed 10 per cent of survey respondents had found coffee withdrawal symptoms worse than cigarette withdrawal.

The average Australian drinks 240 cups of coffee each year.

Canstar Blue commissioned Colmar Brunton to survey 2,500 Australian consumers over a number of months to measure their satisfaction across a range of products and services. The outcomes reported are the results from coffee shop customers within the survey group. To qualify, the customer must have visited a coffee chain in the last six months.

“We launched Canstar Blue to give Australians a free online resource to help them with their key purchasing decisions by making it simple for them to learn from the experiences of other consumers. It is essentially a guide to product excellence as voted by customers,” Rebecca says.

The independent survey was undertaken in conjunction with professional market researchers, Colmar Brunton.

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