Roy Morgan Research
November 11, 2019

Michel’s knows what its customers want, serving up record highs in coffee shop satisfaction

Topic: Customer Satisfaction, Press Release
Finding No: 8198

New Roy Morgan customer satisfaction ratings show Michel’s as the winner of the Coffee Shop of the Month Award for September 2019, with an impressive customer satisfaction rating of 91%. Over the past two months, Michel’s has recorded its two highest satisfaction ratings, and is now in a strong position to win the annual satisfaction award for the first time since 2014.

The Roy Morgan Coffee Shop Customer Satisfaction Report puts Michel’s (formerly Michel’s Patisserie) leading customer satisfaction rating of 91% well ahead of Donut King (86%), The Coffee Club (85%) and Gloria Jean’s and Muffin Break, both on 83%.

These customer satisfaction ratings have been drawn from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with over 1,000 Australians each week in their homes.

Roy Morgan CEO Michele Levine says that Michel’s satisfaction ratings have been consistently rising for several years, a trajectory that has taken it to its current position as the leading coffee shop chain.

Block Quote

“At the end of 2016, Michel’s satisfaction ratings bottomed out at around 77%. But since then, it has demonstrated a remarkable turnaround, steadily increasing its ratings to its current level. This sustained effort has contributed to a 14% lift in its satisfaction ratings compared to three years ago.

“Michel’s, which now operates in New Zealand, Indonesia and China, has come a long way since its first store opened in Sydney over 30 years ago. It has not only managed to survive in an industry filled with evolving competition, it continues to raise its high levels of customer satisfaction.

“Donut King, which won the 2015 and 2018 Coffee Shop of the Year Award, remains in second position, although due to declining satisfaction ratings over the past twelve months, Donut King is now at risk of losing that spot to other competitors,” said Ms. Levine.

Who are you likely to see sipping coffee at Michel’s?

The typical Michel’s customer is more likely to be a woman than a man, aged in the 65+ bracket. Nearly half of Michel’s customers are not working, but the vast majority of these are retired.

The typical Michel’s customer is more engaged with advertising than other Australians. They are far more likely than the average Australian to find television advertising interesting, to see large billboards, and to notice advertising on shopping trolleys and buses.

The typical Michel’s customer is also significantly more likely than average Australians to attend a racetrack, purchase a CD, and go to live theatre.

The Roy Morgan Value Segment containing the highest number of Michel’s customers is Traditional Family Life, which is a segment representing the core of 'middle Australia', motivated by security, reliability and providing better opportunities for their family. 

Leading coffee shop customer satisfaction ratings – Year on Year

Source: Roy Morgan Single Source Australia, Oct. 2017 – Sep. 2018, n = 3,819. Oct. 2018 – Sep. 2019, n= 3,060. Base: Australians 14+ who purchased from a coffee/doughnut store in the past four weeks.

Roy Morgan Customer Satisfaction Awards

The Roy Morgan Customer Satisfaction Awards highlight the winners but this is only the tip of the iceberg. Roy Morgan tracks customer satisfaction, engagement, loyalty, advocacy and NPS across a wide range of industries and brands. This data can be analysed by month for your brand and importantly your competitive set.

Need to know what is driving your customer satisfaction?

Check out the new Roy Morgan Customer Satisfaction Dashboard at

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

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
40% – 60% 25% or 75% 10% or 90% 5% or 95%
1,000 ±3.0 ±2.7 ±1.9 ±1.3
5,000 ±1.4 ±1.2 ±0.8 ±0.6
7,500 ±1.1 ±1.0 ±0.7 ±0.5
10,000 ±1.0 ±0.9 ±0.6 ±0.4
20,000 ±0.7 ±0.6 ±0.4 ±0.3
50,000 ±0.4 ±0.4 ±0.3 ±0.2

Related Findings

Back to topBack To Top Arrow