Think a burger is a burger is a burger? You better think again. A recent QSR magazine survey conducted by Litchfield Research reveals that today’s consumers are loyal to their favorite fast-food brands.
More than half, or 57%, or respondents indicated they are loyal towards one fast-food restaurant over others. Moreover, 67% of respondents revealed they would travel farther distances or pay more to eat at their favorite restaurant. Twenty-three percent cite McDonald’s as their fast food favorite while 11% choose Wendy’s and 10% opt for Subway. The three top criteria driving 
consumers’ fast food preferences are the menu (67%), location (37%) and price (36%).
Survey respondents also indicated they have strong perceptions of a fast-food brand based on the customer service they receive. Nearly 45% rated the customer service at a typical fast-food restaurant as somewhat pleasant while 14% rate it as somewhat or very impolite. Another 28% are indifferent to customer service while 14% find the service to be very pleasant.
Overall, customers hold strong opinions about the service they receive and often act upon those perceptions. More than half (53%) tell family or friends about a negative experience while 39% stop going to a restaurant because of several bad experiences. Indeed, more than a quarter, or 28%, actually stop visiting a restaurant because of only one bad experience. In addition, 41% complain to a restaurant manger and 15% complain to corporate management.