The Boston-based company, Legal Sea Foods recently released an advertising campaign that rejects the idea that the brand is a chain. However, this begs to question is a restaurant a chain if it has over 35 locations that all serve virtually the same menu? Because that is the case of Legal Sea Foods restaurants and it is not easy to change that perception.
So why the push to not be seen as a chain? Are chains getting a bad reputation? There are certainly benefits to being known as a popular restaurant chain. Consumers often frequent chains because they know what to expect specifically, the menu and atmosphere will be pretty much the same as the other restaurant chains they have attended. Read More