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Consumer Trends

Consumers rank chains’ feel-good attributes

In addition to measuring chains’ operational attributes, Technomic also rated their connection to consumers through a series of questions designed to gauge loyalty and perception of a brand. A few chains ranked high in several categories—including Seasons 52, thanks to a strong health-driven message that’s resonating; In-N-Out, a brand that’s remained a cult classic due to word-of-mouth; and most notably, Chick-fil-A, which, while sometimes polarizing in its beliefs, has a strong following as the only chain to rank in all four measures. 

Advertising effectiveness

 Overall
Red Lobster33%
Chick-fil-A31%
Popeyes Louisiana Kitchen29%
Joe's Crab Shack28%
SONIC Drive-In28%

 


Emotional connection

 Overall
Chick-fil-A40%
In-N-Out Burger38%
Seasons 5236%
Cracker Barrel 
Old Country Store
35%
The Capital Grille32%

 


Brand image

Is a place where the customer comes first, is a restaurant consumers trust, has a likeable “personality” and has values that are similar to my own.

 Overall
Chick-fil-A40%
Ben & Jerry's37%
In-N-Out Burger36%
Seasons 5230%
Panera Bread/St. Louis Bread Co.30%

 


Brand loyalty

Is a place where the customer comes first, is a restaurant consumers trust, has a likeable “personality” and has values that are similar to my own.

 Overall
Papa Murphy’s47%
In-N-Out Burger45%
Cracker Barrel42%
Cheddar's Casual Cafe41%
Chick-fil-A39%

About the research

Technomic’s Consumer Brand Metrics program is a comprehensive, ongoing study that tracks the performance of leading limited- and full-service chains by measuring the consumer experience. This report includes the top 100 restaurant chains operating within the U.S. in terms of sales, plus additional chains to round out certain categories or capture regional data. The data represents responses from approximately 87,000 consumers, with data collection occurring between Oct. 1, 2013 and Sept. 30, 2014. Scores represent the percentage of respondents who strongly agree with the statements, ranked on a scale of 1 to 5. 

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