Zhen Guo Fu - Customer Satisfaction Improvement Study
Company overview
Zhen Guo Fu Catering Management Co., Ltd. was founded in 1990 and is one of China's leading Chinese-style fast food brands, headquartered in Guangzhou. The company is renowned for its 'nutritious, healthy, and quick' product philosophy, with its direct-operated stores widely distributed across major cities throughout China, serving key locations such as office buildings, high-speed rail stations, airports, and shopping malls. As one of the leading players in the Chinese catering chain industry, Zhen Guo Fu boasts a large-scale direct operation footprint and significant market influence. Through its standardized operational systems and strong brand presence, Zhen Guo Fu has built a solid reputation and loyal consumer base in the Chinese fast food sector
Research background
As competition in the domestic catering industry intensifies, customer experience and satisfaction have become core differentiators for fast food chain brands seeking market success. Particularly with the rise of food delivery services and the growth of online ordering, customers now demand higher standards in delivery efficiency, food quality, and service consistency. The rapid expansion of Zhen Guo Fu's 'Gongfu Send' delivery service, along with its increasing number of service outlets, has prompted the company to urgently implement a systematic service monitoring and customer experience evaluation process to ensure service consistency, protect brand image, and enhance overall customer satisfaction.
Research scope
In July 2012, CEIDEA Research was commissioned by Zhen Guo Fu Catering Management Co., Ltd. to conduct a customer satisfaction study focused on the 'Gongfu Send' delivery system. Using the mystery shopper research methodology, the study covered the delivery service processes across multiple cities. Evaluation dimensions included order response time, delivery duration, packaging quality, delivery personnel attitude, accuracy of delivery, and overall customer satisfaction. The study aimed to comprehensively assess service experience variations across different stores, identify weaknesses in the customer experience, and uncover potential areas for improvement, ultimately forming an evaluation framework for standardized service execution.
Expected outcomes
This study will provide empirical data to support Zhen Guo Fu in establishing a customer satisfaction evaluation system, driving improvements and standardization in service details across stores, thereby enhancing both customer satisfaction and brand loyalty. Through scientific data analysis, the study will identify performance differences among stores in customer experience, enabling the headquarters to optimize training programs and management standards, thereby improving brand consistency and overall chain operation quality. The findings will provide strategic support for the continued market expansion and service reputation building of the 'Gongfu Send' delivery service.
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