McD’s Consumers Can’t Get No Satisfaction

Feb 20, 2003

By George Anderson

The American Customer Satisfaction Index has McDonald’s at the bottom of its fast food rating list – again.

The Chicago Sun-Times reports, “McDonald’s score on a 100-point scale for the October-through-December quarter was 61, down 1.6 percent from the same period in 2001.”

The fast food giant has placed last in its category in each of the nine years since the survey began. David VanAmburg, managing director, The American Customer Satisfaction Index said, “McDonald’s has consistently ranked 5 to 10 points below the fast-food industry average since 1994.”

Mr. VanAmburg attributes McDonald’s ranking to “a combination of poor product quality and poor service quality.”

Moderator’s Comment: What should McDonald’s do with
the results of the American Customer Satisfaction Index?

McDonald’s would seem to validate Gary Hamel’s theory
(see RW 02/20/03, What
Does Innovation Look Like
). This is one company, which really needs to focus
on what it can become rather than what it is. [George
Anderson – Moderator

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