Strong customer sentiment doesn't always translate to strong execution, and that gap can erode market share and brand trust.
GLOFor years, restaurant brands have relied on customer satisfaction and survey data as the ultimate measure of success. But new research from Market Force Information® reveals a costly truth: what customers say about a brand often differs from what actually happens in-store, and that gap can have serious implications for growth and profitability.
Market Force compared results from its national Quick Service Restaurant (QSR) benchmarking study—based on thousands of consumer ratings—with hundreds of independent mystery shops across five leading brands, including a national chicken leader, a fast-casual burrito concept, a popular Southwestern chain, and a regional drive-thru brand.
The findings highlight a critical challenge for operators: even brands with strong reputations can be undermined by inconsistent execution.
Perception vs. Reality: The Business Impact of Execution Gaps
While consumers rated many brands highly—with loyalty scores ranging from 4.3 to 4.7 out of 5—mystery shop performance told a different story, varying from the low 80s to above 90%. One standout, a national chicken chain often recognized for industry-leading sales volumes, achieved rare alignment between perception and performance, placing it in what Market Force calls the “Gold Standard Zone.”
Other brands showed solid customer sentiment but revealed weak points in key operational drivers such as service speed, order accuracy, and value—areas that directly affect repeat business and ROI.
“Every operator measures guest satisfaction, but that only tells part of the story,” said David Murray, Senior Director of Customer Experience Strategy at Market Force. “Independent performance validation helps leaders understand whether their brand promise is actually being delivered at the unit level—and that’s what protects market share and drives long-term growth.”
Turning Insight into Advantage
The data reinforces a growing business imperative: consistent, measurable execution is what sustains brand reputation and financial performance. In today’s competitive QSR landscape—marked by tight labor markets and heightened consumer expectations—brands that validate their performance independently are better positioned to protect revenue and reputation.
“Even beloved brands can’t rely solely on perception,” Murray added. “The strongest performers in this study are those proving, not assuming, that they deliver excellence—every single day, in every location.”
Schedule time with a Market Force mystery shop expert or learn more about independent performance validation at:
www.marketforce.com/solutions-and-products/mystery-shopping
To access the full QSR benchmarking study, visit:
www.marketforce.com/qsr-research-2025
About Market Force Information
Market Force helps global brands improve operations and customer experience through integrated solutions such as mystery shopping, contact centers, customer surveys, social listening, and advanced analytics. The company partners with leading restaurant, retail, grocery, hospitality, and financial brands worldwide.
Learn more at www.marketforce.com
SOURCE Market Force Information
Disclaimer: Press release
© Press Release 2025
Send us your press releases to news@globalloyalty.org
Press releases originate from external third-party providers. This website does not have responsibility or control over its content, which is presented as is, without any alterations. Neither this website nor its affiliates guarantee the accuracy of the views or opinions expressed in the press release.
The press release is intended solely for informational purposes and does not offer tax, legal, or investment advice, nor does it express any opinion regarding the suitability, value, or profitability of specific securities, portfolios, or investment strategies. Neither this website nor its affiliates are liable for any errors or inaccuracies in the content, nor for any actions taken based on it. By using the information provided in this article, you agree to do so at your own risk.
To the maximum extent permitted by applicable law, this website, its parent company, subsidiaries, affiliates, shareholders, directors, officers, employees, agents, advertisers, content providers, and licensors shall not be liable to you for any direct, indirect, consequential, special, incidental, punitive, or exemplary damages, including but not limited to lost profits, savings, and revenues, whether in negligence, tort, contract, or any other theory of liability, even if the possibility of such damages was known or foreseeable.
The images used in press releases and articles provided by 3rd party sources belong to the respective source provider and are used for illustrative purposes in accordance with the original press releases and publications.
Disclaimer: Content
While we strive to maintain accurate and up-to-date content, Global Loyalty Organisation Ltd. makes no representations or warranties of any kind, express or implied, about the correctness accuracy, completeness, adequacy, or reliability of the information or the results derived from its use, not that the content will meet your requirements or expectations. The content is provided “as is” and “as available”. You agree that your use of the content is at your own risk. Global Loyalty Organisation Ltd. disclaims all warranties related to the content, including implied warranties of merchantability, fitness for a particular purpose, non-infringement, and title, and is not liable for a particular purpose, non-infringement, and title, and is not liable for any interruptions. Some jurisdictions do not allow the exclusion of certain warranties, so these jurisdictions may not apply to you. Global Loyalty Organisation Ltd. Reserves the right to modify, interrupt, or discontinue the content without notice and is not liable for doing so.
Global Loyalty Organisation Ltd. shall not be liable for any damages, including special, indirect, consequential, or incidental damages, or damages for lost profits, revenue, or use, arising out of or related to the content, whether in contract, negligence, tort, statute, equity, law, or otherwise, even if advised of such damages. Some jurisdictions do not allow limitations on liability for incidental or consequential damages, so this limitation may not apply to you. These disclaimers and limitations apply to Global Loyalty Organisation Ltd. and its parent, affiliates, related companies, contractors, sponsors, and their respective directors, officers, members, employees, agents, content providers, licensors, and advisors.
The content and its compilation, created by Global Loyalty Organisation Ltd, are the property of Global Loyalty Organisation Ltd. and cannot be reproduced without prior written permission.
