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Restaurant customers' loyalty varies by generation

The white paper, entitled 'Keep 'Em Coming Back: Customer Loyalty and What Drives a Generation to Return', used data from the company's Consumer Brand Metrics (CBM) programme and found that more consumers will return in the near future to Papa Murphy's Pizza and In-N-Out Burger than any other restaurant tracked.

Papa Murphy's scores are driven by Generation X and Baby Boomers, while more Millennials than members of other generations say they'll soon return to In-N-Out Burger.

"Millennials are looking for restaurants that not only satisfy their hunger, but that they can feel good about," explained Darren Tristano, executive vice president for Technomic. "Older consumers, on the other hand, place a higher priority on atmosphere and service."

Among the highlights of the white paper:

• 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%) and In-N-Out Burger (52%) than for any other restaurant tracked in the programme. While limited-service chains, which are visited more frequently overall, generally outperform full-service concepts on this attribute, both Cracker Barrel (46%) and Texas Roadhouse (44%) rank in the top fifteen 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.
• Generation X-ers 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 favourably on cleanliness, convenient location and beverage quality, while Boomers score the chain most highly on service attributes, such as staff friendliness and payment handling.

Have you seen Easy Ways To Make Marketing Pay?

This is the marketing playbook that will help keep your business at the top of every customer's mind - and wallet - and help you increase Profits, Customer Satisfaction, Customer Retention, Customer Loyalty and Word-of-Mouth Advocacy, both online and offline.

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