Among those patrons who had not visited an independent restaurant in the past month, 22% of respondents said it was too expensive, but over half (56%) of people say they are willing to pay more at an indie. According to Mintel, the majority of diners are willing to pay up to 10% more for an independent dining experience for similar food and service found at a chain.
“Independent restaurants have the advantage of being able to provide a unique experience for customers and have the freedom of not having to comply with government-mandated laws that chains have to face,” says Giandelone. “While chain restaurants are able to offer up a big helping of value and convenience, they need to focus on areas of opportunity where independents are rated better, such as unique menu items and local flair.”
Forty-two percent of restaurant-goers say independents are superior to chains when it comes to food quality and the ability to customize their orders. However, 21% believe they do a worse job than chains in regards to convenience, and 20% say they fall behind chains in the area of fast service.
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