People take their fast food seriously; whether it’s who has the crispiest fries, the best burger, or the ultimate chicken sandwich, loyalties run deep. MarketCast’s latest Brand Fandom study proves this passion translates into powerful brand fandom. Over three years, MarketCast surveyed more than 20,000 U.S. adults to understand what drives real, lasting brand fandom. This year, we analyzed 162 brands across 21 categories to uncover which QSR brands people love most and who their biggest fans really are.
Younger Generations Are All In
According to the study, consumers ages 18–34 featured the highest number of QSR brands in their Top 50, including fan favorites like Wendy’s (#21), Pizza Hut (#28), Chick-fil-A (#33), Chipotle (#40), Domino’s (#41), Starbucks (#43), and Subway (#50).
Wendy’s, the top QSR for this group, recently launched its bold Saucy Nuggs campaign aimed squarely at younger fans—a move predicted and validated by our Ad Effect Express solution. For Gen Z and Millennials, convenience, bold flavor, and culturally relevant branding continue to drive fast food fandom.
Chick-fil-A Wins Across the Board
Chick-fil-A not only led the QSR pack overall at #24, it was also the only fast food brand to rank in the Top 50 across every age group, including the typically hard-to-reach 65+ demographic, where it appeared as the sole QSR. That’s a rare achievement in any category, and proof that consistent quality and strong service cut across generational lines.
Income Matters in Fast Food Fandom
Among households earning under $100K, QSRs have a much stronger presence, with six total brands in the Top 50, including Subway (#30), Chick-fil-A (#31), Starbucks (#35), Wendy’s (#36), Pizza Hut (#42), and Domino’s (#49). But in higher-income households, only one fast food brand cracked the Top 50: Chick-fil-A, at an impressive #10. For wealthier consumers, fandom appears to be more selective; fewer QSRs, but deeper brand connection.
QSR brands that show up consistently in people’s lives, especially for younger and middle-income consumers, are still building real fandom. Whether it’s late-night drive-thrus, digital loyalty apps, or nostalgic meals that never miss, fast food continues to serve more than just convenience: it’s comfort, culture, and connection.
Contact us to find out how your brand stacks up in our Brand Fandom study: