Restaurant chains across the United States are split into two clear groups: those adding locations and those trimming back. A recent analysis by SOCi.ai, using its Local Visibility Index (LVI), highlights how the most successful expanding brands are leveraging local digital marketing to boost their growth.
Visibility scores separate winners from losers
The study compared eight expanding chains—Culver’s, Texas Roadhouse, Nothing Bundt Cakes, among others—with eight contracting brands such as Wendy’s, Papa John’s, Denny’s and Pizza Hut. Expanding chains posted an average LVI score of 62 out of 100, while contracting brands lagged at 47. The gap appeared in every major discovery channel: artificial‑intelligence (AI) recommendations, traditional search, online reputation and social media.
AI recommendations matter more than ever
With roughly 37 % of consumers beginning a restaurant search using AI tools, visibility in those platforms is becoming a competitive advantage. The LVI data shows expanding chains are recommended by ChatGPT in about 20 % of test queries, compared with only 3 % for contracting chains—a nearly seven‑fold difference. Similar disparities were found for Google’s Gemini and Perplexity, with expanding brands also earning higher AI‑assigned sentiment scores.
Even so, AI recommendations remain hard to secure. Only 1 % to 11 % of brand locations appear in AI results, versus 35.9 % that show up in the traditional Google 3‑Pack. AI systems rely heavily on trusted third‑party content, online discussions and a brand’s overall digital footprint, giving an edge to chains that maintain a strong local presence.
Traditional search still drives traffic
Google processes about 16.4 billion searches daily, so conventional search remains vital. Chains that rank well in local search and sustain solid online reputations are the same ones expanding their physical footprint.
Review response and social engagement are key levers
Unlike a star rating that builds over years, responding to reviews can be acted on immediately. Expanding brands are actively managing their reputations rather than merely monitoring them. They also post content that earns an average engagement rate of 3.45 %—roughly 26 times higher than the 0.13 % seen by contracting brands. Their local follower counts are about five times larger.
Importantly, the data shows that generic “waterfall” posting—pushing the same corporate message to every location—is less effective. While 43.3 % of multi‑location brands still use this approach at least occasionally, locally tailored posts generate 71 times more engagement.
Practical steps for local marketers
For marketers of multi‑location restaurants, the findings suggest a unified approach to search accuracy, review response, local social content and AI visibility. Treating these elements as a single, interconnected system rather than separate tasks can help replicate the success of the expanding chains.
In short, digital visibility serves as a real‑time health check for restaurant brands. Those that invest in accurate local search listings, proactive reputation management, locally resonant social media and AI‑friendly signals are better positioned to grow in 2026 and beyond.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
