The McDonald’s-owned brand has raised its satisfaction rating from 77.1 per cent to 86.9 per cent in the intervening 12 months, according to the Roy Morgan survey.
According to Roy Morgan, the September results produced an unusually tight field, with the top two brands – McCafé and The Coffee Club – separated by a very small margin.
“Nonetheless, the win for McCafé is a big achievement given that the brand was significantly behind for the corresponding period a year earlier,” Roy Morgan said.
The Coffee Club, in second place, also saw marked improvements over the year to September, with its satisfaction rating improving from 80.5 per cent to 86.5 per cent.
The joint-winners of the previous award, in June, kept their satisfaction levels high, but not quite high enough. Robert Harris Café was essentially unchanged at 86.0 per cent and Muffin Break was up slightly to 85.8 per cent.
Starbucks Coffee was a close fifth place with 85.0 per cent.
“Customer satisfaction requires constant attention, especially in a market that over the years has seen more and more coffee shop entrants working hard to find out what their customers value,” said Michele Levine, Roy Morgan CEO.
The award recognises the coffee or donut chain that records the highest proportion of customers who are ‘very’ or ‘fairly’ satisfied with their store experience.