[Jolly Amaranto]

And then there is the nostalgia effect. If you grew up with a chain, it may be "comfort" food for you. Folks who grew up in California are likely to prefer In-N-Out, south Texas Whataburger etc. Both my kids went to university in San Antonio. While visiting them we tried out Bill Millers BBQ. Nothing to write home about. However, the kids say that all their friends that grew up in San Antonio think it's the best to be had.