Technomic Ignite Consumer Data

The importance of authenticity

In-N-Out Burger has a high reputation for authenticity.
Imago Images / Jan Huebner
In-N-Out Burger has a high reputation for authenticity.

Staying true to one's own DNA and brand values is important to US restaurant consumers, a survey finds. Market Researcher Technomic asked 1,109 US consumers: "When choosing a location, it is important the restaurant operates in a way that ist authentic and true to the brand." Here are their answers.


Consumers take many factors into account when selecting a restaurant for an occasion. Core consumer needs rarely change over time, as the demand for food quality and taste, order accuracy and a clean kitchen are consistent—regardless of the nature of the occasion.
Base: 1,109 consumers ages 18+, Q3 2020
Technomic Ignite consumer data
Base: 1,109 consumers ages 18+, Q3 2020

Restaurants that understand their DNA as a company may benefit from this clarity of vision, which can be leveraged to communicate both consistency and personality in order to resonate with guests. Restaurants that respect their true profile and authentic image often enjoy a higher degree of loyalty, building consumer trust in the process.
Brands such as In-N-Out Burger and Cracker Barrel rate highest for this restaurant attribute. Both chains enjoy a fiercely loyal guest base, in part because both companies have successfully maintained a true sense of self over time.



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