In the United States, many fast food chains compete to lead the fried chicken market. Some have thousands of locations, massive advertising campaigns, and decades of history behind them. Even so, they don't always manage to win consumers' hearts.
That's exactly what has happened once again this year. For the eleventh consecutive time, Chick-fil-A has been chosen as the fast food chain with the highest satisfaction level in the country. This is reflected in the annual ACSI (American Customer Satisfaction Index), which measures consumers' experiences with different brands.
Most loved by customers
Chick-fil-A earned a score of 83 out of 100 in the 2024 edition of the ACSI. No other fried chicken chain came close to this result. Even strong brands like KFC dropped to 77 points, a 5% decrease compared to the previous year.
The data are based on 16,381 surveys conducted between April 2024 and March 2025. The report covers the entire United States and is divided into regions: South, West, Northeast, and Midwest. In three of them, Chick-fil-A was the highest-rated chain in the fast food category.
McDonald’s, meanwhile, lagged far behind with just 70 points. Despite their efforts to win back customers, they didn't manage to improve their position. Not even the return of the popular Snack Wrap has been enough to regain the public's favor.
The secret of their success
What sets Chick-fil-A apart isn't just their menu, but their focus on customer service. According to Forrest Morgeson, director of research at the ACSI, smaller brands are gaining ground. He highlights that their creative marketing and focus on what they do well can put the industry's giants in trouble, and Chick-fil-A seems to have understood this well.
The chain has especially succeeded in the South and West, where they clearly lead the rankings. Starbucks, on the other hand, was the highest-rated in the Northeast and reached second place in the West and South. Even so, no chain has managed to match Chick-fil-A's consistency.
In addition, the survey reveals a shift in consumer trends. Quick service restaurants (QSR) have narrowed the gap with full service ones. In 2024, QSRs kept an average score of 79, while full service restaurants dropped to 82, 2% less than the previous year.
Experts explain that every detail matters in times when eating out is considered a top-level. "Every interaction with the customer can make a difference," the report concludes. That's why the ability to adapt quickly is key, and Chick-fil-A has managed to do so like no one else.