Research: Getting customers to return a challenge for major chains

05/18/2007 | Restaurants & Institutions (free registration)

Five out of 10 diners at 58 major quickservice and casual-dining chains reported they were less than 50% sure they'd return, according to new research from Restaurant Marketing Group. "Trying to recapture a consumer is more difficult than getting them to come in the first place, because you are dealing with someone who has lost faith, who doesn't think you've lived up to expectations," said David Njite, an assistant professor at Oklahoma State University's School of Hotel and Restaurant Administration.

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