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Hell’s bells: Hell Pizza claims crown in New Zealand Customer Satisfaction Awards

Source: Roy Morgan Single Source New Zealand, July 2015 – June 2016, sample n = 6,524 New Zealanders aged 14+

With returning champs, first-timers, and comeback kings, the latest winners of the New Zealand Customer Satisfaction Awards from Roy Morgan Research are in! Delivering perhaps the biggest upset, long-time bridesmaid Hell Pizza has (finally) overtaken Burger Fuel as the country’s most satisfying fast food restaurant.

It’s been one hell of a run for home-grown hero Burger Fuel, which has dominated the Roy Morgan Customer Satisfaction Awards since 2013, winning the last three annual awards for Quick Service Restaurant (or ‘fast food chain’, for those not in the industry!) along the way. But in what may herald a changing of the guard in 2016, long-time bridesmaid (and fellow NZ born-and-raised success story) Hell Pizza has now claimed a wafer-thin lead – satisfying more customers overall… by a one percentage point margin.

2.7 million Kiwis 14+ (72%) visit at least one fast food place during an average four weeks. 92% of Hell Pizza customers in the year to June 2016 were satisfied, ahead of Burger Fuel (91%), Pita Pit (89%) and Subway (88%).   

Within the category, these four are clearly distinguished from the rest of the pack. A second tier comprising Domino’s, Pizza Hut and Nando’s satisfy around four in five customers, while Burger King, Carl’s Jr, KFC, McDonald’s and Wendy’s each fall just shy of the three-in-four mark.

Quick Service Restaurants: Customer Satisfaction for June 2016

Source: Roy Morgan Single Source New Zealand, July 2015 – June 2016, sample n = 6,524 New Zealanders aged 14+

Analysing the players by Roy Morgan’s Food Segments sheds further light on what may satisfy their sometimes quite different customers. As their name suggests, the Food Segments categorise the population by their attitudes to food and cooking, spanning everyone from epicurean ‘Trendsetters’ to ‘House Proud’ domestic goddesses and gods, microwave-loving ‘Zappits’, and the fast-food fiends known as ‘Take-It-Aways’.

Make no mistake: Take-It-Aways live up to their name. In an average four-week period, 91% of them visit a Quick Service Restaurant—by far the most likely of the seven food segments to do so.  But despite being the most likely to buy fast food, Take-It-Aways represent only 14% of all the industry’s customers. Clearly, it’s also vital to understand, entice and satisfy the other 86% of the market, with their array of different attitudes to food, cooking and dining. 

Case in point: the three most-satisfying quick-service restaurants each appeal more to a different Food Segment—who each get satisfied by different elements of the experience.  

Hell Pizza indeed has the most Take-It-Aways among its customers – nearly one in four. It would never occur to this group to try to make a pizza (or anything else) at home when there are experts down the road. They want frictionless pick-up and home-delivery on a regular basis—keep them satisfied and you’ll have fixed revenue indefinitely.

However the most likely Food Segment to visit Burger Fuel are ‘Entertainers’—and they are almost universally satisfied with the chain. This segment loves the social side of food, and their satisfaction is often driven by ambience and layout – just give them a friendly, buzzy vibe and a comfy spot where they can sit and enjoy their meal with family and friends.

The most likely to visit Pita Pit are ‘Trendsetters’, people who get excited by new foods, new flavours and new experiences. Make sure there’s always something new (and exotic!) on the menu to keep this group satisfied.

Roy Morgan also congratulates the other newly crowned June victors in their respective categories: Hyundai, Millers, Smiths City, Orcon, Trustpower, Skinny Mobile, Singapore Airlines, and Powershop.

Customer Satisfaction Award Winners for June 2016

Car Manufacturer


Financial Institution

TSB Bank

Major Bank


Quick Service Restaurant

Hell Pizza

Clothing Store


Coffee Shop

Robert Harris

Department Store


Furniture/Electrical Store

Smiths City

Hardware Store

Mitre 10

Music/Book Store

Take Note

Auto Store

Supercheap Auto

Shoe Store


Sports Store



New World

Mobile Phone Handset Provider


Home Phone Service Provider


Home Internet Service Provider


Mobile Phone Service Provider

Skinny Mobile

Domestic Airline

Air New Zealand

International Airline

Singapore Airlines

Electricity Provider


Gas Provider


Michele Levine, CEO, Roy Morgan Research, says:

“It’s long been a closely fought battle at the top of the Quick Service Restaurant category. Notably, both the long-time leader Burger Fuel and first-time winner Hell Pizza are local Kiwi businesses. An in-depth knowledge of what local consumers want is something that international fast food giants appear to be lacking.

“There’s a similar fondness for home-grown chains over in Australia, where Tex-Mex outfit Guzman y Gomez recently hit its stride ahead of burger joint Grill’d.

“Attracting almost 200,000 Kiwis each in an average month, Hell Pizza and Burger Fuel both aim to continue expanding overseas, including across the Tasman. But just as the likes of Nando’s and McDonald’s need to better understand the food attitudes and preferences of Kiwi consumers, Hell Pizza and Burger Fuel will need to find clear and useable metrics to segment customers and monitor satisfaction in Australia and internationally.”    

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Howard Seccombe, Chief Digital Officer
Office: +61 (03) 9223 2427

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%