- Survey of 3,011 respondents to identify the most coveted brands that don’t exist in Illinois.
- Other brands coveted by Illinoisans include Buc-ee’s + Wegmans.
- Interactive map included.
Everyone has that one brand they wish would open closer to home – whether it’s a cult-favorite fast food chain, a beloved grocery store, or a gym franchise they’ve only seen on TV.
MarketBeat, a leading financial media company, carried out a survey of 3,011 respondents asking:
“Which brand do you most wish your state had – but currently doesn’t?”
In top spot, Illinoisans most want to see a Whataburger in the Prairie State. Plenty of Illinoisans come back from Texas or Oklahoma trips raving about Whataburger’s late-night burgers and spicy ketchup. Despite Chicago’s deep fast-food culture, locals still wonder why this southern staple hasn’t opened anywhere in the state.
The second most desired brand is a Buc-ee’s. Road-trippers from Illinois into the South quickly discover Buc-ee’s — part gas station, part snack wonderland. With no presence in the Midwest, Illinois drivers often joke that a Buc-ee’s on I-55 or I-57 would become an instant pilgrimage stop.
This was followed by the desire to bring a Wegmans to Illinois. For Illinois transplants from the East Coast, Wegmans is the grocery store they miss most. Its huge prepared food section and bakery are legendary, and Chicago foodies in particular often daydream about having one nearby.
Some highlights from other states were:
Coloradans crave an Aldi in their state. The German discount grocery chain beloved for low prices, efficient layouts, and strong store-brand staples has yet to open a location in Colorado. While residents regularly pay premium prices for groceries in many mountain towns and suburban areas, having Aldi could offer a more affordable alternative. For Coloradans balancing the cost of living with their love of local produce and clean brands, an Aldi would feel like a game-changer in how they shop.
Alaskans, on the other hand, would love to shop at a Trader Joe’s. The quirky grocery chain known for its affordable organics and cult snacks has built a loyal fan base in the Lower 48. Alaskans often stock up when they travel, but without any Trader Joe’s locations in the state, they miss out on the convenience and fun of shopping there locally.
Kentuckians love their chicken, and El Pollo Loco, the West Coast chain famous for its citrus-marinated fire-grilled chicken, has never opened in Kentucky. Known for bowls, tacos, and family meals that offer a lighter twist on fast food, it’s a staple in California and the Southwest. For Kentuckians who discover it while traveling, the absence is noticeable. Bringing El Pollo Loco to Louisville or Lexington would add a crave-worthy new flavor to the state’s fried chicken landscape.
Michiganders love their sports, and the state has plenty of sporting goods stores, but none like Big 5. The West Coast chain is known for affordable gear, especially in camping, fishing, and team sports. For Michiganders balancing summer lake trips and winter activities, Big 5’s budget-friendly range would slot perfectly into the state’s outdoor culture. Transplants from the West often point out the gap, saying Big 5 would be a hit in college towns and smaller cities.
North Dakotans would most want to see an IKEA store plant its yellow & blue flag in the state. For students and young families in Fargo or Grand Forks, IKEA is a dream. Right now, flat-pack furniture and clever storage hacks mean long road trips to Minneapolis – a pain that keeps the craving alive.
Interactive map showing the most sought-after brands in each state (click on ’embed’ to host on your site)
“It’s fascinating to see how much excitement a single brand can generate in a community. These results highlight both the emotional pull of national chains and the opportunities that exist for businesses willing to expand into new regions,” said Matt Paulson, founder of MarketBeat.
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