Market Research firm Technomic has released new data examining restaurant guests’ intent to return and their reasons for doing so, which vary by generation, according to the research.
The research reveals that more consumers report they will return in the near future to Papa Murphy's Pizza and In-N-Out Burger than any other restaurant tracked by Technomic’s Consumer Brand Metrics Program. According to a news release, Papa Murphy's scores are driven by Generation X and Baby Boomers, while Millennials boomerang back to In-N-Out Burger.
"Millennials are looking for restaurants that not only satisfy their hunger, but that they can feel good about," EVP Darren Tristano said in the release. "Older consumers, on the other hand, place a higher priority on atmosphere and service."
Highlights from the research include:
- In-N-Out Burger and Papa Murphy's Pizza garner the strongest intent to return. More consumers strongly agree that "I will return to this restaurant in the near future" for Papa Murphy's Pizza (54 percent) and In-N-Out Burger (52 percent) than for any other restaurant tracked in the program. While limited-service chains, which are visited more frequently overall, generally outperform full-service concepts on this attribute, both Cracker Barrel (46 percent) and Texas Roadhouse (44 percent) rank in the top 15 restaurants overall.
- Among Millennials, In-N-Out Burger is the chain most likely to be revisited. Millennials place greater emphasis on the concept's brand image, agreeing more strongly than other generations that In-N-Out Burger supports local community activities, offers new and exciting products and is an innovative brand.
- Gen Xers and Boomers are especially likely to say they'll revisit Papa Murphy's soon. Their motivations for returning differ, as Generation X rates the brand most favorably on cleanliness, convenient location and beverage quality, while Boomers score the chain most highly on service attributes, such as staff friendliness and payment handling.