updated - November 20, 2014 Thursday EST
Subway has the highest customer satisfaction of any restaurant in the United Kingdom, according to a new report by the National Customer Satisfaction Index.
The sandwich franchise, which is also the largest franchise in the world, had a score of 78. Starbucks came second with 75 (from 74 during Q1), and Costa Coffee jumped from 71 to 74.
Within the restaurant category, Burger King showed the most improvement in British customer satisfaction, jumping to 71 from 66 point, surpassing McDonald's. Meanwhile, the golden arches franchise increased slightly from 68 to 69, making its highest customer satisfaction score to date.
Limited-service restaurants have continued to benefit from their lower price points in a weak UK economy, the report noted. However, the full-service category has also gained customer satisfaction points.
"In addition to continued price discounting, many restaurants have introduced new menus and healthier options, and according to customers, overall quality and value-for-money has improved," the report says.
Full-service casual dining brands have attracted consumers with price promotions. However, this strategy could eventually affect customer loyalty.
"Despite having significantly higher customer satisfaction, the largest full-service restaurant chains have no more customer loyalty than fast food outlets do," the report continues.
With the UK economy in the middle of a double-dip recession, and the GDP contracting by 0.5 percent during the second quarter, the report indicates that higher levels of consumer demand will be needed to reverse the current economic trends.
TOP 10 FRANCHISE FOR 2014