America likes only two fast-food restaurants now
America is falling out of love with traditional fast food: the ingredients were too icky, the decor was often too grimy, and the brand identities too stale.
If there was any doubt about this, the latest American Consumer Satisfaction Index (ACSI) basically puts it to bed. America now only likes two large fast food chains: Chick-fil-A and Chipotle.
Those were the only two brands to score higher than the category ACSI calls “all others,” which incorporates the kinds of smaller but fast-growing chains like Shake Shack and regional stars like WaBa Grill that diners are increasingly favoring.
“As the economy improves, consumers with more disposable income—but squeezed for time—want higher-quality ingredients, freshness, and better service at a reasonable price,” the survey said. “They also are willing to pay a bit more.”
McDonald’s finished last for the second-consecutive year, although at six percent it only tied with Wendy’s for largest decline in customer rating; that title went to Little Caesar’s, which fell eight percent.
The ratings were based on nine categories including speed and accuracy of orders, food and beverage quality, variety, and cleanliness.
Here is the raw data. Among chains surveyed last year (which did not include Chick-fil-A or Chipotle), only Dunkin Donuts saw its score improve in 2015:
Rob covers business, economics and the environment for Fusion. He previously worked at Business Insider. He grew up in Chicago.