Which QSR Tops America’s “Fast Food Favorites” Ranking?

mTab, a leading provider of customer insights and market research solutions, has released the premiere Fast Food Favorites list, ranking America's "best tasting" quick service restaurants (QSRs). The Fast Food Favorites ranking uses mTab's advanced insights platform to produce a 5-star proprietary Menu Obsession Score based on various dimensions of consumer feedback, including taste, preferences, and likelihood to visit, along with other various aspects.

The January 2024 ranking has Chick-fil-A, known for its classic chicken sandwiches and waffle fries, as the No. 1 "best tasting" nationally based on its 5-star Menu Obsession Score. The No. 2 spot is held by the industry mainstay mammoth McDonald's, the only other 5-star ranked QSR in the latest list.

The top five are rounded out by 4-star Menu Obsession Scores held by No. 3 Chipotle, No. 4 Wendy's, and No. 5 Panera. See the complete Top 20 Fast Food Favorites. The study is analyzed based on demographic dimensions, including respondent gender, age, and income.

As Mark Langsfeld, mTab's Chief Executive Officer, explained, "With so many leading brands relying on data-driven insights as a competitive advantage to understand customers to align their offerings, an increasing number of QSRs are realizing how vital this practice is. mTab provides this multi-dimensional understanding so they can adjust their menus accordingly. With this wealth of data our system derives, we felt it was appropriate to release the Fast Food Favorites rankings to help the QSR industry understand the state of consumer preferences in today's dynamic industry."

Recently, the revered Insight250 Spotlight interview series sat down with McDonald's Manager of Global Menu Strategy, Jairus Lofton, and mTab's Senior Vice President, John Sevec, to discuss how these insights and segmentations are delivering strategic understanding of consumer trends to provide popular menu items that build customer loyalty. You can watch the interview here.

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For more information on the Fast Food Favorites rankings and how these consumer insights are driving menu strategies for QSR brands, you can contact the mTab QSR Team.