Debonairs Pizza, one of the brands in the Famous Brands stable, and its marketing partner, FCB Joburg, are celebrating the quick service restaurant chain’s move to the top slot on the latest South African Customer Satisfaction Index.
The South African Customer Satisfaction Index (SAcsi) is compiled by Consulta after analysing survey responses from over 36 500 people. It assesses top brands from nine industries and their performance when it comes to keeping consumers happy – or letting them down.
These include brands in fast food, life insurance, cellular handsets, full service restaurants, banking, supermarkets, short-term insurance, wireless internet providers and municipalities.
According to Consulta, the top 5 overall brands in the country are dominated by fast food chains with Debonairs Pizza leading the pack:
• Debonairs – 85.0
• Nando’s – 83.8
• Apple – 83.5
• McDonald’s – 83.2
• Capitec Bank – 83.1
In addition, Debonairs Pizza was one of two biggest movers for the year with its SAcsi score jumping 3.9 points to 85.0.
“We’re delighted with our performance, as our franchisees have been focused on delivering quality service and great value for consumers who, given the depressed economy, are rewarding themselves more often with a delicious Debonairs Pizza as opposed to more expensive purchases, or who are working late to make ends meet and need the convenience of a fun and satisfying meal at the end of a hard day,” said Marketing Executive Toni Joubert.
“We also believe our communication with our consumers, driven by FCB Joburg, is helping us talk in the right tone, and uses the correct verbal and visual clues that contribute to a mutually respectful relationship between the brand and the Debonairs Pizza fan.
“The agency has a reputation for winning over the hearts of minds of its client’ target markets and we certainly see the positive link between our advertising and our customer engagement,” she said.
Proof of the agency’s ability to create much liked advertising, and Debonairs Pizza’s determination to weave good-hearted, family-style humour into its communication, also recently paid off with a top spot on Kantar Millward Brown’s Most-Liked television commercials list for the third quarter of 2016.
Taking pole position on the list was ‘Gogo Crammed Crust’, created by FCB Joburg and shot at a popular picnic spot for Joburgers, Rhodes Park.