From:
Columbia Business School adjunct professor Stephen Zagor spoke with NPR reporters Jaclyn Diaz and Alana Wise about the enduring appeal of chain restaurants in the United States. Zagor explained that chains offer a powerful mix of familiarity, consistency, and nostalgia—factors that resonate strongly with consumers seeking comfort and predictability. He noted that standardized menus, recognizable branding, and shared cultural memories help chains build trust across regions and generations. Zagor emphasized that in times of economic or social uncertainty, these attributes can be especially compelling, reinforcing why chains continue to thrive alongside independent restaurants.
