Also included are the fast food restaurants that slid off the list this year
Being excited about a restaurant does not imply loyalty to it. I had a great time at Applebee's the last time I went, and I still talk about the pulled pork nachos to anybody who would listen. But am I an Applebee's fan? No. I haven't been to an Applebee's in over a decade. Consumer loyalty is difficult to quantify, but market research firm Datassential decided to pose the final question: Which restaurants do you go out of your way to frequent, even when they are not the most convenient options? Nation's Restaurant News created a list of the top 24 chains with the most loyal customers based on that data.
This list is significant not just for the two dozen restaurants that form the rankings, but also for the businesses that have dropped off the list since last year. According to NRN, Five Guys, Starbucks, and even Chipotle did not make the list in 2022. This makes sense, because the most frequent consumers of such chains are likely to live in a congested metropolitan region where convenience and frequency of usage are evenly balanced. It's the stuff you have to go out of your way for that shows greater overall commitment.
Here are the top five most popular chains, according to Datassential's data, and the proportion of customers who said they were loyal to each:
5. In-N-Out Burger (58%)
4. Culver’s (58%)
3. Jet’s Pizza (59%)
2. Chick-fil-A (60%)
1. Papa Murphy’s Pizza (61%)
Jersey Mike's (America's fastest-growing restaurant franchise), Red Lobster (home of the Endless Shrimp), and Whataburger rounded out the top ten (purveyor of the best ketchup).
While you would have anticipated something with more evident brand awareness to grab the top place, Papa Murphy's Pizza's supremacy isn't all that shocking. After all, pizza is a crowded terrain, and the main four chains— Domino's, Pizza Hut, Little Caesars, and Papa Johns—offer just a somewhat different product. A company that distinguishes itself may truly attach itself to its consumer base, and Papa Murphy's take-and-bake pizzas are a market differentiator. (Consumer loyalty to Jet's Pizza only emphasizes this argument, as it is the only chain renowned for its distinct Detroit-style pizza.)
If the top five loyalty-inducing establishments show anything, it's that having a trademark menu item is critical to keeping top of mind for customers even when they aren't in the local neighborhood. Culver's is famous for their custard and ButterBurgers. Animal-Style is everything at In-N-Out. Chick-fil-A? It should go without saying. The point is that none of these establishments are attempting to be everything to everyone. Loyalty is earned over time, and the best way to earn it is to provide a customized menu that never loses sight of its core clients.
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