Report: This fast food chain shockingly ranks last for customer loyalty

When it comes to fast food chains, fanatics tend to indulge their obsession and show loyalty to their favorites.

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Chains will also emulate this for their loyal fans, using strong rewards programs and promotions that offer personal and community incentives to retain customers.

But new research from Market Force has revealed that not all fast food outlets are created equal when it comes to loyalty.

After surveying 5,173 North American customers about all things fast food at 53 different chains, McDonald's ranked last in customer loyalty, even though it was from the biggest chain on the list by far.

The channel has come under scrutiny this year after investigations found a site in the Golden Arches was guilty of violating child labor laws, among other issues, including employees seeking to unionize and demanding unfair wages and hours.

The chain that retains its customers the most is its competitor Chick-fil-A, which ranks just below 4.8 out of 5.0 on the customer loyalty index developed by the study. In-N-Out Burger, Papa Murphy's, Jersey Mike's and Raising Cane's round out the top 5.

Chick-fil-A was also ranked the #1 restaurant chain for Gen Z consumers earlier this year in a separate study, and has even launched its own online store filled with themed merchandise. chicken nuggets for fans and consumers. .

Other notable results: Only 3% of respondents said they had a "problem" with In-N-Out Burger, and all of these customer issues were 100% satisfactorily resolved. Bojangles also saw 100% resolution of issues found in the 6% of reported issues.

"Most brands generate more positive than negative associations, but some are more polarizing than you might think," the report says. "Media coverage can create both advocates and detractors and we see that, especially with Chick-Fil-A, Starbucks, Papa John's and McDonalds. The choice of brands consumers visit quickly becomes sticky and can be difficult to change."

Market Force named Firehouse Subs the overall winner of the report based on data analysis, as the brand received high positive ratings and no negative consumer associations.

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