• by Teresa Buyikian , July 16, 2024

When it comes to loyalty, one small(er) frozen custard chain appears to be giving the QSR behemoths a run for their money.

At least these were the findings of a customer experience management company Market Forces’ recent study on QSR trends, which revealed the restaurant at the very top of its Customer Loyalty Index (CLI) was Andy’s Frozen Custard, a dessert chain based in Springfield, Missouri.

The custard purveyor beat out the usual loyalty frontrunners like Chick-fil-A and In-N-Out, both of which have cult-like followings.

Per the report, those surveyed cited Andy’s “commitment to high-quality products, exceptional customer service and active community involvement” for making them such super-fans. The founder is quoted on the chain’s website stating, “Our approach has been fairly simple: Hire great people, treat them right, and try to get the product in as many mouths as possible."

Simple as the founder’s words seem, it’s been a recipe for success for the chain. Per the study, Andy's also beat all others in brand trust, just edging out Mod Pizza for the number-one position. The chain has expanded exponentially since its humble beginnings in 1986, when Andy’s parents John and Carol opened their first lakeside location in Osage Beach, Missouri. Andy's now has nearly 150 locations in 15 Western and Southern states.

That humble beginning is still a lot of Andy’s attraction today; the company touts that it remains “a slice of hometown Americana, where it’s fun to be a kid for a while.” The chain’s marketing has a decidedly local slant, including fan merchandise, local social media promotions, school and community programs and kids’ coloring books.

Despite almost two million Instagram followers (vs. Andy’s 60K), Chick-fil-A came in just behind Andy’s for CLI, falling from last year’s top spot. Other chains cited for their customer loyalty include Culvers, Freddy's, Five Guys, The Habit, Raising Cane's, Dutch Bros and In-N-Out.

As far as dominating “share of wallet,” the study showed Dutch Bros. leading the pack there, followed mostly by its coffee competitors: Tropical Smoothie Café, Jersey Mike's and Dunkin' Donuts. Next on the list were In-N-Out, Jamba, Panera and Auntie Anne’s. The biggest drivers of these repeat visits were promotions and offers, followed by better pricing, more convenient locations, better quality food, more menu options, better service and better-maintained locations. 

The 2024 QSR Panel Study was comprised of 5,599 Market Force Panel respondents from across the country over the age of 18.