Donut King unseats Muffin Break to top customer satisfaction

Donut KingDonut King has unseated Muffin Break as the number one chain for coffee and doughnut customer satisfaction in Australia, according to a Roy Morgan survey.

Donut King has broken through for its first monthly customer satisfaction victory for Roy Morgan’s Customer Satisfaction Annual Award for coffee/doughnut stores since July 2015 with a rating of 87 per cent in March 2018.

Muffin Break, the customer satisfaction annual award winner for the past two years, was third on 83. 5 per cent, experiencing its biggest fall since March 2017 at 6.6 per cent.

Michel’s Patisserie is at second place with 83.8 per cent, up from 5.9 per cent from a year ago and was the only leading coffee/doughnut store to improve customer satisfaction over the past year.

Gloria Jeans takes fourth spot with a customer satisfaction rating of 79.9 per cent.

Michele Levine, CEO, Roy Morgan, says despite media questioning of Retail Food Group’s franchisee model in recent months, the performance of Donut King, Michel’s Patisserie and Gloria Jean’s underlines a strong commitment to customer satisfaction.

“The business model of franchisor Retail Food Group has been under scrutiny in recent months and the company recently announced the closure of up to 200 under-performing outlets around Australia and spread across several brands,” Levine said.


“However, today’s latest customer satisfaction ratings show leading RFG outlets Donut King, Michel’s Patisserie and Gloria Jean’s clearly satisfying their customers.

“All three are rated in Australia’s top four coffee/doughnut stores early in 2018 and represent clear value satisfying often hard to please consumers in a competitive retail market.”

Roy Morgan’s customer satisfaction awards tracks customer satisfaction, engagement, loyalty, advocacy and NPS across a wide range of industries and brands.

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