Digital marketing visibility correlates with restaurant chain growth

Data from SOCi’s Local Visibility Index (LVI) indicates a strong correlation between a restaurant chain's physical expansion and its local digital presence. The study compared eight expanding brands, such as Culver’s, Texas Roadhouse, and Nothing Bundt Cakes, against eight contracting legacy brands like Wendy’s, Papa John’s, Denny’s, and Pizza Hut.

Expanding chains achieved an average visibility score of 62 out of 100, significantly higher than the 47 average for contracting brands. This gap is particularly evident in AI-driven search experiences. Expanding brands are recommended by ChatGPT in approximately 20% of tested queries, whereas contracting brands appear in only about 3%.

As more consumers utilize AI tools like Gemini and Perplexity for searches, visibility in these platforms is becoming a critical factor for growth. The data suggests that brands with stronger digital signals—including trusted third-party content and online discussions—are more likely to be prioritized by AI recommendation engines.