CUSTOMER SATISFACTION IS KEY TO SUCCESS AT SUNNY FRESH FOODS.
Sunny Fresh Foods (SFF)manufactures and distributes more than 160 different egg-based food products to more than 1,200 food service operations across the United States: Its customers in quick-serve restaurants, schools, hospitals and convenience stores. Competing with about 40 other' companies, SFF is ranked second in its industry (up from 14th in 1988) with than -a 19 percent market share in the United States. The ,999 recipient of the Malcolm Bad National Quality Award in the small business category attributes much of its success to its high levels of customer satisfaction. One hundred percent of its customers are "satisfied" or "very satisfied" with SFF in three of its five key categories-on-time delivery, technical support, and customer service access-and more than 90 percent are "satisfied" or "very satisfied" in the remaining two categories: product performance and product freshness. Not coincidentally, claims filed by its customers have decreased dramatically from initially low levels to what is now better than six sigma levels of quality Its combination of innovative new products, a near-perfect record for on-time delivery, and resulting high level of customer satisfaction has been a major factor in SFF becoming the sole supplier for several major national restaurant chains. In addition, many of its customers h~ye recognized SFF's superior performance with supplier awards. As proof that providing high quality products and services pays, SFF's return on gross investment tripled between 1994 and 1999, and it experienced an average increase in operating profits of 25 percent per year over the same five-year period.