There is a HUGE gap between what people tell you on surveys, and what they do.
Often, they don't realize it themselves.
Sony asked groups of consumers what color Walkman they thought Sony should make. People said "red" and "pink" and lots of bright colors.
At the end of the session, Sony offered the agreed cash payment, plus a surprise bonus -- a free Walkman in any color they wanted. 90% or more selected black.
So, Sony made mostly black Walkmen.
You absolutely cannot trust what consumers SAY they'll do. Only ever trust what they ACTUALLY DO.
Here are some ways to get customers to BEHAVE in ways that will support your chain -- several are drawn from the excellent book "Influence" by Cialdini:
1. Tell them that other people are doing it. "More of your neighbors prefer a local shop, like ___." This is consistently persuasive, even when people claim it doesn't affect them.
2. Use the survey results as fodder. "82% of Oregonians (or pick your city or town or state) say they prefer a local store over an impersonal chain."
3. Focus relentlessly on the customer experience. Family owned firms are notorious (sorry!) for having pockets of complacency, often around cost control or customer service. If an employee cannot smile consistently, get them out of any customer facing role. The owners need to go clean toilets (seriously).
4. Make sure every customer loyalty card (punch card) is handed out with the first 2-3 spots punched out by the server. People prefer a 10-spot card with 3 holes pre-punched over an 8-spot card with 1 hole punched. It's not rational. It's just true.
5. Find a good, inexpensive way to get feedback from customers directly to HQ. There are several smart-phone based, text-based systems that offer this service cheaply. The data you get will be priceless -- IF you act on it.
6. Offer a bonus of 25 cents each time a server remembers a customer's name. Once they get good at it, you may need to drop that to 10 cents. Customers LOVE this.