USA | Sandwich chain Jersey Mike's has debuted as the United States' top-rated QSR brand, beating Chick-fil-A for the top spot.
After over a decade as the most popular fast food chain in the United States, Chick-fil-A has been dethroned by a new player in the market, Jersey Mike’s.
Jersey Mike’s entered the ACSI rankings as the top-rated brand at 84, recognised for freshness, food variety, and value. The chain, which added 238 net new locations in 2025 and reached USD 4.2 billion in systemwide sales, has maintained quality while scaling rapidly.
According to the American Customer Satisfaction Index (ACSI) Restaurant and Food Delivery Study 2026, quick-service restaurants keep customer satisfaction stable at an ACSI score of 79 (on a scale of 0-100) for the third consecutive year. Full-service restaurants (FSRs) also maintain their score of 82, continuing to rank as one of the highest-scoring industries in the Index. Food delivery posts a one percent gain for the second straight year, reaching 75 as all three reported brands improve.
The stability at the industry level, however, belies a more demanding consumer environment. The U.S. restaurant industry faced headwinds in 2025, with chain restaurant sales growing just three percent, below the 3.8 percent menu-price inflation rate, marking the slowest growth outside the pandemic since the Great Recession. Growth is now largely driven by higher prices rather than increased customer traffic, leaving real demand under pressure.
In this environment, consumers are spending more selectively rather than simply spending less. QSRs are facing traffic declines as customers question whether the experience justifies the price, with some trading down to convenience stores and supermarkets. At the same time, some full-service restaurants are finding stability as customers consolidate visits into fewer occasions where the experience feels worth the higher check.
This shift is reshaping what drives satisfaction. In a market defined by trade-offs, customers are placing greater emphasis on consistency, reliability, and perceived value. Brands that deliver a consistently strong experience, whether through menu improvements, strength in a popular category, or service excellence, are gaining ground.
“Restaurant industry-level scores are stable, but there’s real movement underneath,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI.
“New brands are entering our rankings and immediately competing at the top, which tells you something about where consumer expectations are headed. Price still matters, but it’s no longer enough on its own. Consistency across the full experience is what separates the leaders right now, and that’s showing up clearly in the data. The challenge going forward is sustaining that as costs continue to rise and competition intensifies from outside the traditional restaurant space.”
While Chick-fil-A’s score was unchanged at 83, it remains the clear leader in the chicken category. It also remains one of the highest-scoring brands in any ACSI category. KFC’s improvement efforts pay off with a four percent gain to 80. New entrants Raising Cane’s (79) and Wingstop (77) expand the competitive set, while Popeyes falls three percent to 73.
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