Chick-fil-A is America’s Favorite Chicken Chain, According to Market Force Study
Consumers also have taste for Raising Cane’s and Boston Market
BOULDER, Colo. — Chick-fil-A tops of the list of favorite chicken chains, according to a national study from Market Force, a worldwide leader in customer intelligence solutions. Chick-fil-A was voted America’s No. 1 chicken chain in a restaurant industry survey of more than 7,600 consumers. Raising Cane’s and Boston Market were ranked second and third, followed by El Pollo Loco, Zaxby’s, Popeyes, KFC, Wingstop and Church’s Chicken.
The study, conducted in August, was designed to uncover which chicken chains consumers like most and why they prefer one to another. Market Force first calculated the favorites based on the total number of votes, and then factored in the number of locations for each chain for a more level view of the results. Of the 12 major national and region chicken chains studied, KFC garnered the most total votes, which can be credited to the fact that it’s one of the nation’s largest restaurant franchises. However, when viewed as a calculation of favorite votes per location, Chick-fil-A took the top spot among the top nine brands. See Graph 1.
Graph 1: Favorite Chicken Chain, Indexed by Door Count
With more than 1,600 locations in 39 states, Atlanta-based Chick-fil-A has found success outside of its Southern roots. The chain has steadily captured market share from industry-leader KFC by focusing on delivering a simple and tasteful chicken sandwich. Regional restaurant chains like Raising Cane’s and Zaxby’s, both of which specialize in chicken fingers, are also experiencing a surge in popularity in the rapidly growing poultry market.
Which Chicken Chains Are Favored by Region
Market Force also analyzed the results geographically to see which sandwich chains are most popular in the four regions of the country – the Northeast, Midwest, South and West.
Chick-fil-A was tops in all regions except the South where it was edged out by Raising Cane’s. Boston Market also had a strong showing with a top-three ranking in every region. Popeyes was third in the Northeast and fourth in the West. Also making an appearance in the West was El Pollo Loco, which is headquartered in Orange County. See Graph 2.
Graph 2: Favorite Chicken Chains by Region
Chick-fil-A and Raising Cane’s Rule the Roost in Key Attributes
Market Force also asked consumers to rank the chicken chains based on attributes including food quality/taste, customer service, cleanliness, atmosphere and overall value. Chick-fil-A and Raising Cane’s were the overwhelming favorites across the board. Chick-fil-A scored first place for its customer service, high value and cleanliness, while Raising Cane’s snagged the top spots for food and atmosphere.
Zaxby’s ranked third in every category and Wingstop ranked fourth across the board. El Pollo Loco and Church’s chicken scored fairly high in the important food and value categories, while KFC ranked in ninth place in both of those categories. See Graph 3.
Graph 3: Top 9 Chicken Chains Ranked by Attribute
“Whether it’s wings, fingers or sandwiches, chicken is more popular than ever with the masses,” said Janet Eden-Harris, chief marketing officer for Market Force. “With its quirky marketing campaign and consistent brand concept, Chick-fil-A has carved out a large stake in the expanding chicken segment, although regional competitors like Raising Cane’s and Zaxby’s are also seeing impressive growth.”
The survey was conducted in August 2012 across the United States. The pool of 7,600 respondents reflected a broad spectrum of income levels, with half reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 19 to over 65. Approximately one-quarter were men and 75% were women, and 73% reported working full or part time. Half of the respondents have children at home and more than two-thirds are married.
For more information on Market Force’s customer intelligence solutions for the restaurant industry, visit www.marketforce.com/industries/qsr-quick-serve-restaurants
About Market Force Information
Market Force is the leading global customer intelligence solutions company for multi-location businesses, including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 125 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 600,000 field associates across North America and Europe who conduct mystery shopping, merchandising and retail auditing, to real customer surveys and proprietary decision-support tools. Its solutions provide a holistic view of the customer's on-site experience and identify the actions required at the store level to increase customer loyalty and improve financial performance. Market Force was named one of Forbes’ America’s Most Promising Companies in 2011. For more information, visit www.marketforce.com.