In the Restaurants and Fast Food category, seven brands, mostly international chains, were included in the Top 100. In their ratings, customers concentrated most on speed and friendliness of the service and on the (non)existence or (non)benefits of bonus programmes. The positions of individual brands were most influenced by the Time and Effort and Personalization pillars. Regarding brands in a worse position than they were last year, customers agreed that the service in fast food outlets was not fast or efficient enough, or was arrogant, and that prices did not match the level of service.
In the top three brands (Ovocný Světozor, Bageterie Boulevard, and Starbucks), customers appreciated the fast and friendly service, customer loyalty programme, and pleasant surroundings. Coming first in the sector is Ovocný Světozor, which placed sixth in the overall rankings. Customer satisfaction is a priority for the brand. With a few exceptions, the branches open seven days a week throughout the year. It has more than 200 employees, who continuously participate in training, with an emphasis on attending to customer needs and wishes. The company brings together long tradition (for 25 years, it has been offering free ice cream to school pupils for their report cards) with modern trends in the restaurant sector. For example, Ovocný Světozor products can be bought from the Rohlík.cz online grocery store.
Bageterie Boulevard (second place in the sector and 13th place overall) recorded the greatest improvement since last year. The brand advanced the most in Personalization and managing customer expectations. The company tries to avoid being seen as a fast food outlet but rather as an express deli, where customers can enjoy an exceptional food experience without waiting long for it. Judging by the comments on this branding, customers are noticing this restyling, most often seeing Bageterie as offering a “healthier version of fast food”. In addition, the restaurant has started to focus on reducing the volumes of plastic and waste produced by its outlets. In bricks and mortar branches, it has introduced crockery and stainless-steel cutlery, and is replacing plastic straws with an alternative.
Reducing environmental impact is a general trend in the Restaurants and Fast Food sector. Following Bageterie Boulevard is the Ugo chain, which has significantly cut down on disposable plastics since mid- 2018. At its branches, the Czech network has gradually replaced plates, cutlery and glasses made of plastic and reverted to glass and ceramic tableware. In addition to environmental measures, the trend is towards digital technology, whether at self-service kiosks (KFC and Bageterie Boulevard), or mobile telephone-based transactions (KFC). McDonald’s is introducing innovation in the form of table service and tailor-made products for each customer.
In terms of generational comparisons, Ovocný Světozor, Bageterie Boulevard, Starbucks and Ugo are the most evenly balanced. Among the postwar generation, Bageterie Boulevard is not the most frequented establishment, but when customers visit, they are very satisfied (their second-highest rated brand). The same applies to the Ugo restaurant: Generation Z is most likely to patronize it, but customer satisfaction with this brand is universal across generations. The middle-aged generation is most likely to frequent Ovocný Světozor and Starbucks, but again, satisfaction with them is excellent across the board.
Costa Coffee has a strong focus on middle-aged customers. Members of Generations X and Y visit this cafe the most often, and they rate the brand well above average in comparison with other age groups.
KFC is the most equally represented in terms of client numbers across the generations. This fast food company is also the most successful of the “Big Three” of McDonald’s, KFC, and Burger King. When it comes to customer satisfaction, the three are more likely to lag behind among all generations. Burger King shows a clear imbalance: whereas the Older Generation places it roughly in the middle of the scale, it is much less popular with other generations and least favoured by the youngest Generations, Y and Z.
“The service is always very nice. On one occasion, I wanted to buy a thermo cup, which they didn’t have. I waited a while to see if they could find one. When they didn’t, they apologized and gave me a coupon for a free drink.” (Starbucks, Generation Z)
“Every time I go somewhere by train from Pardubice, I buy a coffee and am very satisfied with both the standard and the seasonal offers (e.g., the winter specials).” (Costa Coffee, Generation X)
“They do excellent juices, which they make in front of me, so I know exactly what goes into them. It’s pretty expensive but excellent.” (Ugo, Generation Y)