If you've ever lived in a large U.S. city, you've probably consulted the Zagat Survey for restaurant advice. If not, chances are you've heard the Zagat name recently thanks to a partnership with the Today Show.

Zagat and NBC's Today Show co-sponsored a survey of the best fast food restaurants in the U.S. they rated everything from who has the best burger (Wendy's) and best chicken (Chik Fil A) as well as consumer motivations for selecting a particular restaurant (80+% said food tast was most important).

This survey was headline news. It definitely got the attention of branding experts. The world's most well known burger chain did not win top burger. America' original chicken chain was edged out by a relative newcomer. Will this affect business in a significant way?  I doubt it. American consumers have had strong opinions about products ever since Meathead did a blind taste test of colas on All in the Family. If you need a fast food lunch you aren't going to get fries at one restaurant and a burger in another. You're going to go the place you like best and that decision is influenced by more than just the food.

Drill down into the survey to find out what customers don't like- questionable cleanliness. Cleanliness WAY before good service. The fast food nation has been well trained that it should not expect top service for cheap fast food. That sure isn't the case with craft retail.

In craft retail, which has a fairly level playing field in discernible quality of products, this translates to who has the best selection, best prices, best services and and best classes (perhaps not int hat order). Cleanliness probably plays a factor- it certainly doesn't hurt to have a fresh and clean shop.

Zagat has begun expanding it's surveying efforts to include retail stores, some craft/sewing industry stores in NYC and elsewhere have been recognized in recent years. If you are a retailer in an urban area where Zagat raters are active, find out how to get on their radar screen. Just as Wendy's, Chik Fil A and McDonald's will seize upon and promote their top ratings, a local "best of rating" for your business is something you can make a part of your marketing message--Beth