Fast Food Users Are More Satisfied

A study of more than 67,000 fast food users was undertaken in 2004.

"Overall customer satisfaction with fast-food chains has been increasing over the past couple of years, but the improvement in 2004 was especially noteworthy,"

The addition of salads and other options to the fast food menu is an excellent move. For a number of outlets it seems little more than 'healthy' marketing - but for those of us that like to order a salad - it makes fast food much more accessible.

Of interest is this comment (emphasis added):

The three most important factors to fast-food users in their selection of a quick-service chain continue to be the cleanliness of the restaurant (77% rated this "extremely important"), taste or flavor of the food (74%), and order accuracy (66%). However, the availability of healthy/nutritious food is the only attribute that increased in importance each year over the past three years, from 34% in 2001 to 40% in 2004. Many chains have responded to this increased interest by offering entree salads, low carb and low fat menu items, fruit, and other items that are perceived to be healthy and nutritious.

The research report carefully chooses it's words. Who knows whether low-carb or low-fat will help? But at least it sounds good!

I would also add some other factors to this list:
1) Speed (it is fast food after all)
2) Convenience
People don't necessary get fast food to improve health - they go because it's convenient. This is why filing lawsuits against fast food outlets is foolhardy. We live busy lives - fast food is here to stay - let's be thankful they are responding with some healthier, less calorie-dense options.

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