1.

Did you ever visit

McDonald's?

(If no, then this

questionnaire is not
relevant to you, thank
you for your time)
*

Yes No
(1) (2)

2. How many times a month do you visit McDonald's, on average?

*

0 1-2 3-5 6-10 More than 10

3. How many times a month do you visit other fastfood restaurants, on average? (such as Burger King,
Pizza Hut, Kentucky Fried Chicken etc)?
*

0 1-2 3-5 6-10 More than 10

4. Since when are you visiting McDonald's?

less than 1 2-5 years 5-10 years 10-15 years more than 15
year years

*
5. Thinking about your most recent visit to McDonald's, to what level of satisfaction do you rank that
visit:
Very Poor About Superior
Average

6. What factors do you consider important when visiting McDonald's?

Not important Neutral Very
at all important

Product assortment *

Price *

Food quality *

Discounts / coupons *

Nutrition *

Waiting time *

Distance to McDonald's *

Service *

Convenience *

Charity (Ronald McDonald's

house etc) *
7. Please rate your level of agreement with the following statements:
Totally Neutral Fully agree
disagree
I think I will vist McDonald's
again in the near future *

I believe McDonald's deserves

my loyalty *

Over the past years, my

loyalty to McDonald's has
grown stronger *

Promotional activities
stimulate me to go to
McDonald's *

Compared to other fastfood

restaurants that are available,
would you say that
McDonald's is worse *

McDonald's provides good

value-for-money *

I would not recommend

McDonald's to others *

8. How long are you willing to travel to a McDonald's restaurant? (one-way)

*

less than 5 6-10 11-20 21-40 more than 40

 minutes minutes minutes minutes minutes

9. How much time do you spend during a McDonald's visit, on average?

*

less than 3 3-5 6-10 11-20 more than 20

minutes minutes minutes minutes minutes

10. How much money do you spent at McDonald's, on average? (per person)
*

Less than €1 €1-€2 €2-€5 €6-€10 More than €10