2019 Consumer award winners Part 2: Spotlight on NPS and RI

After last week’s focus on the best in class quality, value for money and friendly service award winners, this follow-up analysis shines a spotlight on those out-performing operators topping the league tables at Net Promoter Score (NPS) and Revisit Intention (RI).

Net Promoter Scores are designed to distil the spectrum of brand perceptions from detractors through to promoters into a single figure, ranging from -100 to +100. A positive NPS is generally deemed as acceptable, while a value of 50+ is regarded as excellent and anything over 70, outright exceptional.

NPS champions

Across the entire eating out market, 10 brands achieved a score of over 50, but the winning operator, with an impressive rating of 56 was Wagamama. Importantly, this score has improved since the 2018 comparative, and so praise is due to the management team and to TRG for carefully looking after, as well as expanding, its Asian acquisition. Special commendations within the chain restaurant segment should also go to Côte, Ask and Carluccio’s.

Within the pub channel, another closely fought contest emerged, with Farmhouse Inns (with 55) narrowly coming out on top ahead of Sizzling Pubs and Brunning & Price pubs. Further afield, Greggs leads the way in the bakery & sandwich segment, Subway in fast food and M&S within the café market.

RI stars

This analysis also includes customer ratings on their revisit intention, on a scale of 1-10, from highly unlikely to guaranteed revisit. The Top 10 operators within the revisit league table encompasses an eclectic mix, but which unsurprisingly, includes a stronger emphasis on proximity and local convenience. This accounts for the inclusion of local pub, independent café and fish & chip shop. Amongst brands, however, and while special commendations are again due to Sizzling Pubs, Brunning & Price, Ask and Wagamama, the winning operator, with a score of 9.1 is Greggs. This business has had an outstanding year, and while certain vegan NPD has captured headlines, the business has continued to invest in improving a wider array of products, in extending trading hours, in expanding the store estate, in diversifying store formats and in strengthening customer loyalty through digital marketing. In short, it is a worthy winner.

Greggs’ 9.1 top mark represented a marginal improvement on its 2018 rating, but in terms of the brands recording the strongest gains in their RI assessments, Benito’s Hat, Creams Café and German Doner Kebab were the stand out operators.

Finally, it is encouraging to report that across the entire eating out market, average ratings for both NPS and RI were up slightly year-on-year. Against multiple challenges, the industry should raise a collective glass for their executions being recognised as improving by consumers. Not easy – so well done!