I'm sure you've had the exact same conversations...somehow the topic turns to fast food and inevitably either Chick-fil-A and/or In-N-Out Burgers come up. And the numbers back it up -- these are the quick service restaurant chains that come up on top when consumers are asked to list their favorites. But why?
According to the Market Force survey evaluating QSRs, "Friendly service was the category with the most differentiation, and it was no surprise that Chick-fil-A, In-N-Out Burger and Five Guys dominated. The least variation was found in the taste category, which suggests that consumers see the most differentiation—and value—in those restaurants with the best service and friendliness."
What the survey doesn't get into is the emotional connection that many people have with these chains. Not to get all Proustian, but based on the conversations about these chains, there's definitely something in the memory of what these chains represent that's driving the ardor.
Could we then conclude that the less likely you are to regularly dine in these restaurants, the less likely they are to crush those beautiful childhood/formative year memories? As it relates to QSRs, is there possibly an inverse relationship between adoration and market dominance? Is it possible to be omnipresent and still maintain a cult status?
