Millennials show a remarkable amount of brand loyalty for several dining brands, while some fast food veterans are less likely to see repeat customers from the demographic.
Jimmy John’s, Chipotle, Chick-Fil-A, Whataburger, in that order, have the highest current millennial customer loyalty among all major fast dining outlets over the past six months.
The research looked at purchase consideration rates for nearly 30 QSR brands, calculated among each brand’s own current customers, which YouGov defines as someone who has patronized the brand in the past 30 days.
For millennials who already patronize Jimmy John’s, 83% of them say they would consider eating there again the next time they are looking to dine out. The next highest scorers among their own current customers are Chipotle (82%), Chick-Fil-A (78%), and Whataburger (76%).
Subway and Wendy’s both achieve scores of 70% or higher among their millennial customers.
Compare the above percentages to dining chains which have been widely reported having issues wooing millennial customers: 64% of millennial customers of Taco Bell, Jack In The Box and KFC say they would consider purchasing again, while McDonald’s comes in at 62%.
*An initial draft version of this chart was briefly posted on the website on 12/18/2014. That chart included brands for which there was not meaningful sample to publish*
Millennials: Top Consideration Scores Dining
