Krispy Kreme has been ranked the most crave-worthy brand in the United States, restaurants are devising plans to keep customers coming back for more.
A survey by Technomic's Consumer Brand Metrics program tracked the performance of 115 national restaurants, and Krispy Kreme came out on top, WBTW News 13 reported.
"Craveable items" were classified as items that people claim to want, but can only get at a certain restaurant.
People craving a signature item usually have a very specific taste in mind. Survey participants said they often craved chicken from the Georgia-based restaurant Zaxby's. The restaurant kept images of "Chicken tender strips that are prepared to perfection and the Zaxby's unique dipping sauce," in customer's heads.
"All the doughnuts are craveable. Store bakeries or other places cannot come close to the flavors at Krispy Kreme," a participant in the survey said.
Red lobster doesn't actually draw in their usual crowd with seafood, "the biscuits are the main reason to go [to Red Lobster]," was the main consensus.
Cold Stone Creamery, Auntie Anne's, Dairy Queen, and P.F. Chang's also ranked high on the "craveability" scale.
"These chains dominate other quick-service category players on this attribute and, in fact, receive some of the highest ratings across all segments." The report said.
"Signature items, such as Cold Stone Creamery's Signature Creations, Dairy Queen's Blizzards and Culver's Concretes, invite consumers to indulge their sweet tooth's strongest cravings. However, it is Krispy Kreme's "Hot Now" signature doughnuts that drive the highest overall marks on craveability," it read.
The report instructed chains on how to draw in more customers with similar craveable items. "Sweet snacks and bold flavors" along with "comfort food and memorable sides" are what bring people back for more, according to the report.
"Craveable menu items are a critical element of the menu mix. These items drive a strong emotional connection with the consumer and, in many cases, are the items that restaurants become known for," the report said. "To cultivate craveability, operators must develop and refine unique signature items that have the power to transform guests into regulars,"
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