Customer service stars of 2016

MCA director of insight, Steve Gotham, looks at which operators topped the league tables for friendly and speedy service during 2016 and what lessons we can learn from their success.

I don’t know about you, but I do like a nice league table! I always enjoy the comparative context and the competitive ordering – and the chance to verify and/or modify my own perceptions with some rather more authoritative results surrounding a key performance indicator – or two. I say two, because, it is very difficult to scrutinise customer service winners and losers without considering the engaging/friendly dimension alongside the efficient/fast element. So in a year of likely growing uncertainties around staff resources and rising HR costs, yet ever more front-line brand ambassadorial importance, it is timely to take stock and shine a light on some service stars of 2016!

Now a little while ago, we did some research with consumers looking at the leading factors that most positively impacted the eating-out experience. After good food quality/taste and value for money, great service was the most important consideration. The importance of service shone out ahead of atmosphere, enjoyable company and great choice. OK, I know you know this. But, perhaps you might not be so conversant with the leading factors that most negatively impact the eating-out experience? Interestingly, two of the leading four frustrations lie with service. After poor food quality, inattentive/rude staff was the biggest bugbear. This was closely followed by concerns with cleanliness and then by slow service. So we hear a lot about an operator’s staff being their greatest asset, but who is walking the talk and delivering great service?

No longer casual customer service at restaurant brands

Starting first with friendly service and looking at the lunch and dinner day parts, it is interesting to note how a number of restaurant operators are giving pub chains more than a good run for their money – despite British pubs having unique strengths in hospitality. With ratings based on a 1-10 scale (with 10 excellent) and average ratings down at the 8 mark, anything approaching 9 is a very good performance. In order to make these league tables more authoritative and to open the ratings up to the plethora of operators across the breadth of the UK eating-out scene (while at the same time incorporating a robust sample size bar), the ratings relate to the annual period ending Q3 2016 and feature a minimum qualifying customer response sample of 75.

On this basis, credit for the engaging customer service should go to Wagamama and Prezzo at lunch, and to Bella Italia and Zizzi at dinner, for breaking up the pub-led stronghold on the top 10 rating positions. Importantly, the league table leading positions of Wagamama and Bella Italia are also associated with decent like-for-like performances – so these two businesses are clearly reaping rewards from being in the midst of a virtuous feedback circle.

Comparing lunch and dinner, it is clear that a more varied, competitive dynamic exists at lunch. Unsurprisingly, far more café operators come into play, but it is interesting to note that Dobbies is the highest rated. While Dobbies’ heartland is in Scotland, it has been actively venturing south in recent years, and a first-hand visit may well be a worthwhile diversion.

However, the point could also be made that it is far easier to deliver better service standards over an estate of just over 30, compared with a portfolio that extends to over 1,730 – as is the case with Greggs. So fair play to this down-to-earth northern charmer!

And where are the fast-food chains?

Consumer ratings for fast service are typically lower for friendly service and, as it is less of an engaging subject, this is understandable. Perhaps slightly more surprising, is the generally disappointing showing for the global fast-food giants. Only Subway makes a top 10 show, and Burger King does not feature in either lunch or dinner top 20. OK, perhaps these traditional efficiency specialists are just expected to do well in service speed and this core competence is taken for granted, but this does not seem to have harmed the favourable ratings for Greggs or Pret.

Efficient customer processing should also be part and parcel of the proposition of the canteen style, Toby and Crown Carveries, and both these brands are also highly rated. Where efficient servicing is perhaps less central to the overall offer, and hence perhaps more of a surprise, is with the likes of Prezzo, JD Wetherspoon and Marston’s. So praise to these operators for getting their back of houses in order.

No laurel resting in foodservice

While Chelsea may well have been well clear at the top of the Premier League at Christmas, the history of the league suggests this is by no means a concrete guarantee (less than half) of finishing top at the season end. Unfortunately, within foodservice, there is no respite – with striving for excellence day in, day out, the name of this game. It might still be a case of a game of two halves or perhaps better still, of four quarters, but if I might just be permitted to squeeze one final cliché in this last sentence, there is simply no alternative to keeping your eye on the service ball because league tables matter.

Top 20 leading rated Eating Out operators for FRIENDLY SERVICE – Year ending Q3 2016

Source: MCA Eating Out Panel  

Top 20 leading rated Eating Out operators for SPEED OF SERVICE – Year ending Q3 2016

Source: MCA Eating Out Panel