Pay More for McLocal? Examining Motivators for Willingness to Pay for Local Food in a Chain Restaurant Setting

The current study assessed guest perceptions regarding the use of local foods in U.S. chain or multiunit restaurants. The study analyzed diners’ willingness to pay for local food, as well as perceived local food attributes that motivate the conduct. The attributes examined included food safety, environment, nutrition, community support, social responsibility, freshness, and taste. The study data indicated that chain restaurant patrons are willing to pay more for menu items made with local foods. Social/community and fresh/taste were the two strongest motivators of consumers’ willingness to pay more for local foods in chain restaurants. Market and scholarly implications are discussed.