The annual report details the top 50 performing brands, digging into what more than 20,000 U.S. consumers “think about their favorite brands, and why they choose them (repeatedly).” More than 160 brands across 21 categories were included in the study, with the top 50 filtered by “Fandom Score,” age and household income. The “Brand Fandom” score is based on “presence, relevance and distinction.”
Of all demographics, Chick-fil-A ranked the highest among the QSRs at #24, followed by Wendy’s (#42), Domino’s (#45) and Pizza Hut (#46). The chicken chain was the only QSR to appear on every top 50 ranking for each age group, including being the one QSR on the list for those over 65 years old at #32.
advertisement
advertisement
“With one of the smallest retail footprints among major QSRs, Chick-fil-A is a rare brand that wins with just about everyone, across ages and income levels,” MarketCast’s Senior Vice President Ed Trujillo told QSR Insider. “People love the food quality and the consistently warm, friendly service. By focusing on what they do best, making great chicken sandwiches, they stand out in a world of sprawling menus. And while being closed on Sundays might be inconvenient, a lot of people respect that they give their employees a guaranteed day off.”
While not in the top 10 brands for any demographic, QSRs still ranked high, especially among 18- to 34-year-olds, who had the greatest number of fast food restaurants (seven) on their lists. These were Wendy’s (#21), Pizza Hut (#28), Chick-fil-A (#33), Chipotle (#40), Domino’s (#41), Starbucks (#43) and Subway (#50).
“QSR brands are incredibly relevant to younger people’s daily lives. They’re convenient, affordable, and fit into busy routines where cooking isn’t always an option,” Trujillo explained. “They’re also popping up all over social media, teaming up with influencers, and tapping into pop culture in ways that feel fun and real. Add in smarter digital experiences, like better loyalty programs and easier ordering, plus launches that speak directly to younger fans — think Wendy’s ‘Saucy Nuggs,’ Starbucks’ seasonal drink drops, or Chipotle’s Ranch dip — and it’s clear why these brands are winning with the next generation.”
Other brands that ranked in the top 10 among 18- to 34-year-olds included Hulu (#10), Apple (#6), Levi’s (#5), Spotify (#4), Amazon (#3), YouTube (#2) and Google (#1).
