Research shows customers want more value at full-service restaurants

Research shows customers want more value at full-service restaurants

Casual dining operators may not realize it yet, but they’re losing the customer satisfaction war to QSRs.

For years, casual dining chains have put up strong numbers in the annual American Customer Satisfaction Index (ACSI) report on the restaurant business. But 2012’s scores deliver an ominous message to every full-service operator, chain or otherwise: When it comes to customer satisfaction, fast food restaurants have drawn even with full service in customers’ eyes, particularly because of price.

“The opposing customer satisfaction trends for full-service outlets v

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