Recent signs point to a tilt in consumer preference toward independent restaurants over chains. All generations indicate increased visits to local independents in search of unique offerings, according to Technomic’s second-quarter Consumer Update, with all groups except Gen X hitting indies at least 10% more. “Growth in patronage of independent restaurants, retailers and c-stores presents a threat to chain restaurants,” the report says. “Exceeding consumers’ expectations will help chains maintain relevance.”
To do so, some chains are going beyond the traditional tailored marketing efforts of partnering with local celebrities or charities or hosting in-store events, and are using technology to execute hyperlocal strategies and compete against indies and others on their own turf.