Why the Best Restaurant in the Neighborhood Is Often Not the Busiest One
Walk into almost any local restaurant, gym, or salon and you'll hear a version of the same frustration: "We can't compete with the chains. They're everywhere."
It sounds like a budget problem. It isn't.
Chains don't win because they're better. They win because they're already familiar when the decision gets made. And by the time a new resident is looking for a place to become a regular, that decision is closer to finished than most local business owners realize.
The Game Is Habit, Not Discovery
Most local businesses think customers find them when they need them. Search for a coffee shop, pick one, maybe come back. That's not how it works.
WPP Media's research across 1.2 million consumer purchase journeys found that 84% of purchase decisions are driven by pre-existing brand b...