Back To Listing

Donut King: the king of customer satisfaction

For the second consecutive month, Donut King has beaten out the competition for October’s Coffee Shop of the Month in the Roy Morgan Customer Satisfaction Awards. With a satisfaction rating of just over 87%, the famous Australian chain is clearly hitting its customers’ sweet spot.

Up until September, Michel’s Patisserie (winner of Coffee Shop of the Year for 2013) had dominated this competitive category, winning the Customer Satisfaction Award every month from January through to August. Easing into first place by the slightest of fractions in September, Donut King has since consolidated its lead on Michel’s (now in third place) but is only 0.2% ahead of Starbucks.

October Customer Satisfaction rankings: Coffee/doughnut shops


Source: Roy Morgan Single Source (Australia), November 2013 – October 2014 (n=16,146).

Customer satisfaction with Gloria Jeans, Coffee Club and Muffin Break has remained stable at 84%, 83% and 83% respectively.

Geoffrey Smith, General Manager — Consumer Products, Roy Morgan Research, says:

“In the year to October 2014, 28% of Australians aged 14+ (or 5,346,000 people) made at least one purchase from the eight major coffee/doughnut shop chains measured by Roy Morgan Research. With satisfaction ratings ranging from 76% to 87%, all of these businesses are doing well, but it seems Donut King and Starbucks are going the extra mile to please their customers in October.

“Australian consumers are quick to acknowledge good service, and our monthly Customer Satisfaction Awards are a timely reminder that happy customers really are the best publicity.”

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309

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%