Consumer Trends

The importance of trust

How trustworthy is your restaurant concept? According to "The Trust Factor" study released by, trust is crucial to consumer-brand relationships and is a key driver in decision making.

  • 84% of respondents will not engage with a brand until trust has been established. Key elements of trust include expertise, fairness, relevance, awareness and relatability
  • 85% of participants trust brands that walk them through multiple paths to decisions, rather than just giving an answer
  • In a society of rapid change, 83% of respondents trust brands that offer resources every step of the way, as a consumer’s needs evolve
  • 82% of respondents reported that they use information from brands, content, ads and social media to create custom solutions for what they need
  • Based on study findings, it is recommended that to build trust, companies must treat consumers as partners, not customers

"With the high volume of information at consumers’ fingertips, not only is trust a valuable filter, it is a prerequisite for consumers to even enter the purchase funnel,” said Laura Salant, director of research at

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content

Emerging Brands

5 pre-emerging restaurant brands ready for takeoff

These small concepts are still proving out their ideas, but each shows promise as a potential candidate for the next generation of emerging chains.


This little-known iPhone feature could change restaurant ordering

Tech Check: Almost every customer has a POS in their pocket. Can mini mobile apps get them to actually use it?


Red Lobster gives private equity another black eye

The Bottom Line: The role a giant sale-leaseback had in the bankruptcy filing of the seafood chain has drawn more criticism of the investment firms' financial engineering. The criticism is well-earned.


More from our partners