Customer experience & price perception

Market research

The Client

Chick-fil-A needed to learn more about the customer experiences in the Chicago locations and how the customer would react to the possible increase or decrease in prices. They wanted actual tips on real information on what the ordinary diners were thinking to direct their judgment.

The challenge

This was aimed at assessing the quality of service provided in the various branches in Chicago and how price would affect customer behaviour. Chick-fil-A required straight responses on:

  • Customer perception of quality and satisfaction of service.
  • The sensitivity of customers to price adjustment of most menu meals.
  • Whether changes in prices could influence loyalty or visits turnover.

Our role

We have conducted a systematic survey of the Chicago residents. All respondents were connected with the closest or preferred Chick-fil-A restaurant to make sure the responses were based on real place-specific experiences.

Respondents were presented with some popular items on the menu, evaluated their satisfaction and asked them how price changes would affect their purchasing behaviors.

We then used the answers to determine a trend in satisfaction, tastes, and sensitivity to price in our team. All these insights were gathered and handed over to the project manager so that they could make data-driven decisions.

Key takeaways

The survey found that majority of the customers are price sensitive with approximately 64 percent indicating that they would review frequent purchases in case the prices were raised by over 10 percent.

The research has also revealed some nuanced preferences in service and menu expectations, which can help Chick-fil-A see what can cause loyalty as well as how the price changes can influence various customers.

Note:Some of the results are confidential due to agreement with the client.