KFC was at the bottom of a list compiled by consulting firm Temkin Group, which asked diners how they felt about 18 major quick-service chains.
The industry as a whole saw its average rating increase to 76.3% this year from 74% last year. Chick-fil-A, an Atlanta company that ran into controversy this summer over the gay marriage debate, landed an 82% score that helped it place first for the second straight year.
KFC ended up with a 67% -- four percentage points below McDonald's.
Brands such as Dunkin’ Donuts, Sonic Drive-In and Little Caesar’s were clustered near the top of the list with Chick-fil-A. Chains such as Hardee’s, Jack in the Box and Domino’s improved the most.
Respondents were asked how they felt about their interactions with the companies, their emotional response to interactions at the restaurants and whether the service was accessible.
The fast-food results are part of a larger survey Temkin conducts of 174 companies across 18 industries, including airlines, banks, insurance and retail. Some 10,000 consumers participate.