The SAcsi is compiled by Consulta after analysing survey responses from over 36 500 people. It assesses top brands from nine industries and their performance when it comes to keeping consumers happy – or letting them down.

These include brands in fast food, life insurance, cellular handsets, full-service restaurants, banking, supermarkets, short-term insurance, wireless internet providers, and municipalities.

According to Consulta, the top five overall brands in the country are dominated by fast food chains, with Debonairs Pizza in the lead:

  • Debonairs – 85.0;
  • Nando’s – 83.8;
  • Apple – 83.5;
  • McDonald’s – 83.2; and
  • Capitec Bank – 83.1.

In addition, Debonairs Pizza was one of two biggest movers for the year with its SAcsi score jumping 3.9 points to 85.0.

"We’re delighted with our performance, as our franchises have been focused on delivering quality service and great value for consumers who, given the depressed economy, are rewarding themselves more often with a delicious Debonairs Pizza as opposed to more expensive purchases. Or, who are working late to make ends meet and need the convenience of a fun and satisfying meal at the end of a hard day," says marketing executive Toni Joubert.

"We also believe our communication with our consumers, driven by FCB Joburg, is helping us talk in the right tone, and uses the correct verbal and visual clues that contribute to a mutually respectful relationship between the brand and the Debonairs Pizza fan," adds Joubert. 

Proof of the agency’s ability to create much-liked advertising was also shown with a top spot on Kantar Millward Brown’s Most-Liked television commercials list for the third quarter of 2016.

Taking pole position on the list was ‘Gogo Crammed Crust’, created by FCB Joburg and shot at a picnic spot in Johannesburg – Rhodes Park.

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