dunnhumby Reveals America's Most Customer-Centric Food Service Retailers, According to Their Customers

  dunnhumby Reveals America's Most Customer-Centric Food Service Retailers,
  According to Their Customers

  Outback Steakhouse and Panera Bread Top Food Service List; Higher Customer
                Centricity Index Score Linked to Sales Growth

Business Wire

CINCINNATI -- June 13, 2013

dunnhumby, the world’s leading customer science company, today released their
first Customer Centricity Index (CCI) measuring how well retailers are
responding to the needs and wants of their customers - through the eyes of
their customers. The dunnhumby Customer Centricity Index™ weighs customers’
perceptions of retailers against seven pillars or primary business areas most
critical for achieving long-term customer centricity to help retailers
understand where and how they can improve.

dunnhumby’s first CCI report and ranking focuses on the restaurant industry
with a deeper look into three primary categories: Casual Dining, Fast Casual
and Fast Food. Outback Steakhouse and Panera Bread score at the top of the
Food Service Retail ranking overall as well as within their respective
categories, Casual Dining and Fast Casual. Chick-Fil-A came in at #7 on the
overall Food Service ranking, but ranked the highest within the Fast Food
category.

Top Scoring Food Service Retailers:

1. Outback Steakhouse     6. Red Lobster
2. Panera Bread               7. Chick-Fil-A
3. Texas Roadhouse            8. In ‘N’ Out Burgers
4. Olive Garden               9. Cracker Barrel
5. Chili’s                    10. Applebee’s


In their analysis, dunnhumby found that companies with higher CCI scores also
tended to have higher long-term comparable sales growth over a two-year
period. “Restaurants face more operational challenges in becoming
customer-centric organizations than other categories of retail as franchise
models often make it difficult to consistently deliver the same customer
experience across outlets and, ultimately, build long-term loyalty with
customers,” says Euan White, Senior Vice President, Consumer Markets,
dunnhumbyUSA. “Our research shows that customer centricity is a key indicator
of business health and potential for growth. It also shows that food retailers
that understand what drives a customer to their brand are leveraging that
insight to differentiate themselves from the competition and drive sales.”

“Insight into how well we are meeting the wants and needs of our customers is
invaluable for informing our business.dunnhumby’s CCI report provides another
tool to help assess our brand health,” said Michael Simon, Executive Vice
President & Chief Marketing Officer, Panera Bread.“Delivering for our
customers first is something we strive for as a company and it’s rewarding to
know how our efforts are being received by our customers.”

The Seven Pillars of Customer Centricity

In what Forrester Research has coined “The Age of the Customer,” businesses
across verticals are embracing the concept of customer centricity by adopting
more customer-driven strategies and forgoing traditional business-driven
strategies. “Customer centricity has become a catch-all term for talking about
customer experience or customer satisfaction and while many businesses
describe themselves as customer-centric, understanding what your current
customers need and activating on those needs can be a challenge,” continues
White. “Retailers need to evaluate their business strategy in terms of what
matters most to customers, what we call the ‘Seven Pillars of Customer
Centricity’: experience, loyalty, communications, assortment, promotions,
price and feedback. By analyzing customers’ perceptions of retailers against
these pillars, retailers have a blueprint for customer-centric activation to
drive customer loyalty.”

Over 100 food service retailers were rated by their customers via an online
survey over a nine-month period and were asked to rate each retailer on over
40 customer-centric attributes based on the “Seven Pillars of Customer
Centricity.” Retailer scores are based on a weighted average of those results
that link the various factors of customer centricity to loyalty and likelihood
to recommend. Respondents were classified as customers of a retailer based on
trips occurring at the retailer in the past three months.

Key findings from the dunnhumby Food Service CCI:

  *A strong customer experience, personalized communications and a tailored
    assortment mix that meet customer needs had the strongest impact on
    customer centricity and higher CCI scores/rankings.
  *Across all food service categories, price was important to customers but
    was less about “lowest price” and more heavily tied to perceived value.
    For example, Outback Steakhouse’s CCI score for price was slightly higher
    than competitors with a similar or lower price point. This indicates that
    Outback customers perceive a stronger value for their purchases than at
    competitive restaurants.
  *Casual Dining and Fast Casual retailers were rated higher than Fast Food
    retailers by customers in terms of experience and opportunities for them
    to give feedback and interact with the company. Therefore, Casual Dining
    and Fast Casual restaurants overall tended to have higher CCI scores than
    Fast Food.
  *Outback Steakhouse, #1 on the Food Service CCI, scored high in assortment
    and feedback but excelled within both Food Service and Casual Dining in
    experience. Insights from customer responses reflect the quality of the
    brand experience and how it translates seamlessly across the way the brand
    is marketed and the products they serve.
  *Panera Bread, the Fast Casual category leader, scored higher than
    competitors in each of the seven pillars and significantly higher in
    loyalty. Customers indicated an appreciation for the retailer’s
    personalized rewards and surprise and delight features of Panera’s
    MyPanera loyalty program.
  *For the Fast Food category leader, Chick-Fil-A outscored competitors in
    experience, communication, feedback and assortment. Customer responses
    indicated that their customers were passionate for the brand, the quality
    of the food and the variety of their assortment.

To access the full dunnhumby CCI Food Service Report, additional industry
insights and the complete list of rankings, please visit
http://www.dunnhumby.com/insight/cci-june2013.

About dunnhumby ltd.:

dunnhumby is the world’s leading customer science company. We analyse data and
apply insights from more than 400 million customers across the globe to create
better customer experiences and build loyalty. Our insights and strategic
process help clients create competitive advantage and enjoy sustained growth.
dunnhumby employs more than 2,000 employees in offices throughout Europe, Asia
and the Americas, and serves a prestigious list of companies including Tesco,
The Kroger Co., Coca-Cola, Macy's, Procter & Gamble, PepsiCo and Shell. For
more information, please visit us atwww.dunnhumby.com.

Contact:

For dunnhumby
Ann Keeling or Suzanne Blackburn, 513-381-3248
ann@cristofolikeeling.com
suzanne@cristofolikeeling.com
 
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