I'm not in marketing, but I agree with everything Dukeman said. The guy on NPR that the OP mentioned is referring to marketing categories, which are terms specific to the industry-speak. In the beer industry, Budweiser is considered to be in the premium category, and I don't think most consumers on FT would agree because their tastes trend to the super-premium category.

Speaking as a consumer, I've given up on Applebees and many similar chains because their quality is bad IMHO. Many fast casual beat them on food quality and/or price.

There is a fast casual chain overseas called Nando's, which I wish would expand into the United States. It's food is spicy Portuguese BBQ. When in Kuala Lumpur, I go to the KL Center shopping center for a Nando's fix. It's on the bottom floor near the exit to the transit monorail station.