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Can’t get no satisfaction? Try Subway!

Source: Roy Morgan Single Source (Australia), April 2012 – March 2013, n = 20,767
Some folks argue that nothing beats a home-cooked meal, but for some of us, Subway comes pretty close. Way ahead of the competition when it comes to satisfied customers, Subway has rated consistently highly since 2008 and shows no sign of being overtaken by its fast-food rivals.

The latest data from Roy Morgan Single Source indicates that almost nine out of ten Subway consumers were either ‘Very’ or ‘Fairly Satisfied’ with the food retailer, which is widely considered a healthy alternative to traditional fast food.

In the year ending March 2013, 86% of Subway customers (aged 14+) were either ‘Very’ or ‘Fairly Satisfied’ with their recent purchase, while Hungry Jacks came a distant second with 72% of consumers feeling the same way. Customer satisfaction with the country’s leading fast-food chains was lowest for McDonalds and KFC, with 66% and 67% of their respective consumers satisfied in an average four-week period.

Customer satisfaction with fast-food purchase in average 4-week period

subway satisfies

Source: Roy Morgan Single Source (Australia), April 2012 – March 2013, n = 20,767

Warren Reid, Group Account Manager, Roy Morgan Research, says:

“Customer satisfaction with the key fast-food restaurants in Australia has remained relatively stable over the last five years.

“While fast-food restaurants are working hard to provide alternatives to consumers with healthier options on their menus, along with transparency in kilojoules per meal, it appears to be having little impact on their customers’ overall satisfaction.

“The gap between Subway and its main competitors is significant, and has remained unchanged over the last five years. This indicates that Subway’s point of difference is still giving them a powerful edge over their competitors.”

Click here to view our extensive range of Fast food restaurant buyer profiles, including Subway, McDonald’s, Red Rooster and more, or our range of Media Profiles including internet, social media, television, pay TV, radio and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

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For comments or more information please contact:

Warren Reid, Group Account Manager

Office: +61 (3) 9224 5161

Mobile:  +61 404 000 958


About Roy Morgan Research

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

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

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%