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, Mississippians most want to see an In-N-Out Burger in the Magnolia State. Mississippians hear plenty of hype about In-N-Out, but the nearest locations are states away. The simplicity of the menu and cult “secret” items make it one of the most talked-about fast-food chains missing from the Deep South.
The closest In-N-Out Burger joint is in Memphis.
The second most desired brand is a Trader Joe’s. Despite its popularity across the country, Trader Joe’s hasn’t opened in Mississippi. Locals often cross into neighboring states on road trips to stock up on quirky snacks, frozen meals, and bargain wines — proof the craving is real.
This was followed by the desire to bring a REI Co-op to Mississippi. Outdoor adventure is woven into Mississippi life, from river kayaking to Gulf Coast getaways, but the state has no REI. Known for quality outdoor gear, expert staff, and community classes, the brand has become a go-to in larger cities nationwide. Mississippians often say it feels like a mismatch that a place with so many natural escapes doesn’t have REI to support it — especially as interest in camping and hiking grows.
A recent food-type poll on the Tate Record Website, indicated Tate County residents wanted an Italian Food restaurant followed by a Seafood place, a Buffet line and a Fine Dining restaurant.
Local readers can still vote on their favorite desire.
The MarketBeat survey also revealed some of the other franchises, brands and stores people in other states wanted in their state.
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.
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.
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.
“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.
