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Michel's Patisserie brewing its lead in coffee shop satisfaction ratings

Source: Roy Morgan Single Source Australia, July 2017 – June 2018, n = 3,802. July 2018 – June 2019, n=3,339. Base: Australians aged 14+ who had purchased from coffee shop in last four weeks.

Michel’s Patisserie has continued its impressive winning streak by securing the Roy Morgan Coffee Shop of the Month Award for June 2019. In doing so, Michel’s Patisserie has established itself as the number one brand when it comes to pleasing their customers.

Michel’s Patisserie received a satisfaction rating of 91%, which was a 6% increase from June 2018. It was followed by Donut King (87%), Gloria Jean’s (86%), The Coffee Club (85%) and Muffin Break (85%).

Michel’s Patisserie has secured the number one position for a fifth straight month. Its ongoing lead in coffee shop satisfaction ratings has been assisted by a decline in ratings by Donut King, which has slipped 4% over the past twelve months.

It’s a concerning result for Donut King, which took out the Roy Morgan Coffee Shop of the Year Award in both 2018 and 2015. If the current trend continues, Donut King – which has held either first or second position since October 2016 – will likely be passed in the coming months by Gloria Jean’s, which continues to improve its ratings.

The remaining coffee shops rounding out the top five have all increased their satisfaction ratings from a year ago, including Gloria Jean’s (up 7%), The Coffee Club (up 7%) and Muffin Break (up 3%).

Leading Coffee Shop Customer Satisfaction Ratings for June 2019
Coffee Shop Customer Satisfaction
Source: Roy Morgan Single Source Australia, July 2017 – June 2018, n = 3,802. July 2018 – June 2019, n=3,339. Base: Australians aged 14+ who had purchased from coffee shop in last four weeks.

Michele Levine, CEO of Roy Morgan, says:

“Australians are pretty fond of their flat whites, in fact over 5.1 million Australians purchase at least one cup of brew in an average month, which is the foundation of the nation’s booming coffee shop and café industry.

“Customer satisfaction is vital in the coffee shop industry because of high competition and easily substitutable goods. If customers aren’t satisfied with their choice of coffee shop or café, rest assured they’ll simply walk away and try another.

“The nature of this highly competitive sector makes Michel’s Patisserie’s June satisfaction rating of 91% all the more impressive. It continues to set the standard for what customers want, and expect, in a coffee shop.

“If we look at the top-five rated coffee shops, we see a general improvement in customer satisfaction ratings from a year ago, except for Donut King which is in a steady decline, putting it at risk of missing out on a top two spot for the first time in over two and a half years.”

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About Roy Morgan

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

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