Survey: Starbucks top restaurant brand among teens

New York City Starbucks ranked as teens’ favorite restaurant brand, according to a new study from Piper Jaffray & Co.

Piper Jaffray’s survey reflects the opinions of more than 11,200 teens, including 1,200 who were surveyed at school and 10,000 who were surveyed online. The survey respondents were asked to write in responses on blank lines, rather than choose them from a list.

Following Starbucks on the school-based survey were Chipotle, Chili’s, Olive Garden and McDonald’s. Following Starbucks in the online survey were Olive Garden, McDonald’s and Red Lobster, with Applebee’s and Chili’s tying for fifth place.

The survey also found that restaurant brands with a value message are becoming more important to teens. While taste and menu selection still rank as the factors having the highest influence among teens, value came in third in the latest survey, versus lower rankings in years prior to the recession. Nutrition continued to rank last, as teens said it had the least influence on their dining decisions.

“The perception of spending less further validates our thesis that consumers’ purchasing motivations continue to be value-driven, reflecting the challenging macroeconomic environment for the consumer today,” said Piper Jaffray senior restaurant research analyst Nicole Miller Regan. “The perception of spending less further validates our thesis that consumers’ purchasing motivations continue to be value-driven, reflecting the challenging macro-economic environment for the consumer today,” said Piper Jaffray senior restaurant research analyst Nicole Miller Regan.