About 41.7 percent of Gen Y respondents to R&I's New American Diner Study believe independent restaurants have higher food quality than chain restaurants. Yet 35.7 percent of those respondents have eaten at chains because of ads they've seen.

The 2,194 respondents—who eat meals purchased out 3.72 times a week, according to the mean—were asked to think about how they select restaurants and agree or disagree with a series of statements using a 1 to 7 scale, where 1 means “strongly disagree” and 7 means “strongly agree.” The statement, “I believe that independent restaurants have higher food quality than chain restaurants,” garnered a mean score of 4.66.

A look at those who answered 6 or 7 shows an average of 31.5 percent for all respondents. Demographic groups skewing even higher include those in the Northeast, who average 38.8 percent; those whose household income is $100,000 or more, who average 38.0 percent; Hispanics, who average 37.7 percent; and married respondents, averaging 34.3 percent.

The figure is also higher for Gen Y respondents, those 26 years old and under: 41.7 answered in the top two, while 31.1 percent of Gen X (27 to 41 years old), 26.6 percent of baby boomers (42 to 60) and 28.4 percent of matures (those 61 and older) did.

When presented with the statement, “I've seen a commercial or advertising for a chain restaurant and decided to eat there,” the youngest participants were most likely to answer in the affirmative. Fully 35.7 percent of those 26 and under replied 6 or 7 compared to 33.7 percent of Gen X respondents, 26.7 percent of boomers, and 18.9 percent of matures.

One area where chains certainly seem to have the advantage is takeout. Fully 69 percent of the respondents say they are more likely to order carryout meals from a chain than a local independent restaurant. Almost half, 45.9 percent, say only once or twice a month, but 24.6 percent say they have carryout three or four times a month and 15.6 percent order five or more times monthly.