The competition has gotten close in the past few years — both KFC and Taco Bell, owned by Yum! Brands Inc. (NYSE: YUM), have dropped to within a few points of McDonald’s. Oddly, perhaps, the highest scoring fast-food restaurant is Pizza Hut, also owned by Yum! Brands and tied with Papa John’s with a score of 82, compared with 71 for McDonald’s, 72 for Taco Bell and 74 for KFC. The leader in the fast-food group was “All others,” which includes restaurant chains Panera Bread Co. (NASDAQ: PNRA) and Chipotle Mexican Grill Inc. (NYSE: CMG).
A workers’ group that is pressuring McDonald’s to raise its lowest wage to $15 an hour suggests that “mounting worker protests over wages” are among the reasons for customer dissatisfaction with McDonald’s. The ACSI data do not seem to bear that out: the rating for “courtesy and helpfulness of the staff” has risen from 82 to 85 year-over-year for the limited-service restaurants as a group. Even speed of service and layout/cleanliness ratings are higher than they were a year ago.
ACSI’s chairman said, “In a weaker economy, consumers respond to price, but as the economy improves, quality becomes more important to restaurant customers.” That is not the same thing as saying that the ACSI data demonstrates that worker protests are adding to customer dissatisfaction with McDonald’s or any other fast-food chain.
McDonald’s wage policies may be detracting from the company’s public image, but there is no way to extract that conclusion from the ACSI data.
Sponsored: Tips for Investing
A financial advisor can help you understand the advantages and disadvantages of investment properties. Finding a qualified financial advisor doesn’t have to be hard. SmartAsset’s free tool matches you with up to three financial advisors who serve your area, and you can interview your advisor matches at no cost to decide which one is right for you. If you’re ready to find an advisor who can help you achieve your financial goals, get started now.
Investing in real estate can diversify your portfolio. But expanding your horizons may add additional costs. If you’re an investor looking to minimize expenses, consider checking out online brokerages. They often offer low investment fees, helping you maximize your profit.