What do America’s Favorite Chains look like during a year of cautious consumer spending? Technomic’s 2024 survey of 112,000 Americans uncovered dining preferences split into at least two camps: consumers splurging their money on occasion meals at steakhouses or splurging their calories on quick-service treats like cakes, doughnuts, and cinnamon buns.
The top 10 companies in America’s Favorite Chains reflect this high-brow-low-brow contrast with snack-focused brands like newcomer Nothing Bundt Cakes (ranked first) and Tropical Smoothie Café (fifth), juxtaposed with full-service restaurants like Fogo de Chão (another newcomer, ranked seventh) and Texas Roadhouse (at number 10).
Want to dig deeper into America’s Favorite Chains? Follow the below links.
- America’s Favorite Chains: The 10 most beloved restaurants
- America’s favorite restaurant chains for chicken, beverages, pizza, and more
- These were Gen Z’s favorite restaurant chains in 2024
- These were millennials’ favorite restaurant chains in 2024
Burger and fried-chicken brands are mostly absent from the 2024 list, with the exception of a few regional favorites, and within individual cuisine category breakdowns. National fast-food chains with drive-thru lanes may be convenient, but they’re not necessarily the most beloved.
“It’s the prototypical barbell that people talk about,” said Robert Byrne, director of consumer and industry insights at Technomic. “You have treats with a low-barrier-of-entry cost at the opposite end of the price point spectrum [from steakhouses]. … I also think that convenience is overstated as a consumer need state. … I think the craving, or the need for the social experience, or to try something new, are more important now than ever before.”
This year’s rankings also highlight the value of socialization and unique, lively experiences, especially important in a post-pandemic restaurant industry. The top 10 includes vibrantly themed chains like Bahama Breeze Island Grille (ranked ninth) and Texas Roadhouse, known for its rowdy atmosphere and line-dancing servers.
An engaging experience doesn’t always require theming; steakhouse chains like Ruth’s Chris Steak House and The Capital Grille make annual appearances in this dataset, joined this year by Brazilian steakhouse Fogo de Chão.
“The only issue [with these restaurants] is that they are expensive, so consumers are not able to go there as often,” Byrne said. “So, when they decide to take the plunge and dine out, they’re going to go all out and not hold back. They’re going to make a night out of it and order the drinks and dessert because it’s a Friday or Saturday night and they saved up for this. So, yes: it’s all about that experience.”
Surprisingly, this “treat yourself” mindset extends to the quick-service brands on the other end of the barbell, where Nothing Bundt Cakes, Tropical Smoothie Café, and Smoothie King are dominant. This trend holds especially true for younger demographics, which favored nostalgic dessert brands. Krispy Kreme made the top 10 list for Gen Z, and Cinnabon ranked in the top 10 brands for millennials, even though neither brand appeared in other categories.
Comfort food could even factor into the love for Culver’s — the only quick-service burger chain to crack the top 10 — known almost as much for its frozen Concrete Mixers as for its burgers.
Hometown pride plays a significant role as well. While national chains were less frequently mentioned by customers, regional brands fiercely defended by locals stood out. The top three burger brands, for example, are Culver’s, In-N-Out, and Whataburger, each of which are considered brand icons for their home region or state.
“Everybody loves eating something that’s representative of where they come from,” Byrne said. “If you’re not in Wisconsin, the fact that you can get cheese curds at their locations is very exciting.”
This year, consumers also showed appreciation for value-focused brands like Sizzler and Golden Corral, reflecting the uncertain economic climate and a shift toward affordable meals.
The millennial top 10 list also oscillates between healthy options (like America’s Favorite Chains newcomer, Sweetgreen) for the growing group of health-conscious flexitarians, and the aforementioned indulgent treats.
America’s Favorite Chains in 2025 also reflects the surprising and enduring supremacy of sandwiches over bowls. Although build-your-own-bowl concepts like list-newcomer CAVA continue to gain traction, sandwich chains like Firehouse Subs, Portillo’s, Jersey Mike’s, Jimmy John’s, and HoneyBaked Ham Co. outnumber the bowl concepts, according to the data.
“Sandwiches are delicious and satisfying, but they also have the benefit of adjacency to health foods,” Byrne said. “A chain like Jersey Mike’s has fresh vegetables and deli meats sliced in-house. Plus, they have endless customization options and are approachable and appropriate for any occasion.”
Firehouse Subs — known for its public safety workers-themed concept — is one of several sandwich chains that resonated with Americans.
One crucial element — especially for younger generations — that a lot of these brands have in common is authenticity. Whether a restaurant’s brand is nostalgic, health-focused, indulgent, or some combination of all three, authenticity will always win out over jack-of-all-trades brands.
“A Gen Z can smell a fake brand from a mile away,” Byrne said. “Don’t try too hard.”
How Nothing Bundt Cakes became America’s Favorite Chain
Nothing Bundt Cakes made its first appearance on America’s Favorite Chains list this year, but the Addison, Texas-based cake brand has already secured the top spot overall. It was also America’s favorite quick-service brand, as well as the top limited-service brand for millennials and Gen Z.
With more than 650 bakery locations nationally, Nothing Bundt Cakes is known for its signature “petal pattern” of frosting stripes that fan out from the center of each bundt cake. Unlike other bakery chains, the company emphasizes the everyday treat beyond the occasion cake by offering “Bundlets” (single-serving bundt cakes), which increases the number of potential customer visits.
“We're always going to be there for special occasions, but right now we need to stay top of mind because of the rise in snacking and treat occasions,” said Sean Gleason, chief marketing and digital officer of Nothing Bundt Cakes. “Millennials and Gen Z are interested in the brand because we have new cakes that drive more visits and help us stay top of mind. If you come in to get a Churro Dulce de Leche Bundtlet, then when Mother's Day comes up next, you’ll remember how good that cake was, and think, ‘Now I have to get one for my entire family.”
This year, Nothing Bundt Cakes expanded beyond its nine classic cake flavors by introducing new limited-time “pop-up” flavors like the Oreo Dirt Cake and Reese’s Chocolate Peanut Butter.
Besides keeping up with a fresh menu calendar, Nothing Bundt Cakes also knows how to increase social media engagement. One Instagram video showing the intricate process of frosting its cakes got more than a million views, and sparked debate and disbelief from commenters about how challenging it actually could be.
“Social media being what it is, people thought it couldn't possibly take three months to learn how to frost a cake,” Gleason said. “Well, we invited a lot of those folks that had commented on the video to come in and try it for themselves, and as you can imagine, they found it much harder than expected.”
Fogo de Chão and the “It” factor of experience
Brazilian steakhouse chain Fogo de Chão — ranked No. 7 on the top 10 chains list, No. 2 in casual-dining, and the No. 1 full-service restaurant among Gen Z diners — leans on customization to make for a memorable experience.
Brazilian steakhouse chain Fogo de Chão brings a unique experiential element to the steakhouse experience.
At a fixed price, diners can start at the Market Table — a spread of meats, cheeses, soups, and salads — or wait for the plates of pão de queijo (cheesy bread) to come around. The experience becomes interactive when servers come around offering a variety of meat cuts, and guests control the flow of food by turning their card to the green side to keep it coming, or to the red side to take a breather. This personalized experience creates an almost-gamified approach to full-service dining that’s unique in the steakhouse category.
“The most important connection to the consumer is differentiation,” said Fogo de Chão CEO Barry McGowan. “Our customer can come in and not be encumbered by a menu and can customize their meal in the moment. We have the same amount of SKUs as a Cheesecake Factory, but we allow you to customize exactly what you want, and because it’s prime proteins at a fixed price, the value proposition is high.”
By offering a variety of meats in smaller portions, Fogo de Chão eliminates menu regret and maximizes variety — reminiscent of the popularity of shareable plates.
“Giving customers all of the entree options in one visit is something you don’t get at regular restaurants,” McGowan said. “Normally you read a menu, pick out an item, and eat only that item. Then maybe you get bored with your choice, or you eye your friend’s plate and think you should have ordered what they got. … But we give you a slice of meat at a time, so that anticipation and reward lives in perpetuity during your dining experience.”
Firehouse Subs, The Honey Baked Ham Co., and the appeal of sandwiches
While sandwich concepts did not enter the top 10 of America’s Favorite Chains, several dominated the fast-casual category.
Leading the pack is Firehouse Subs, which was named the No. 1 fast-casual brand and No. 2 sandwich chain. The Florida-based brand is well-known for its public safety workers-themed concept and firefighter-branded menu items like the Hook and Ladder sandwich. Firehouse Subs further distinguishes itself by steaming its meats and cheeses , and a wall of hot sauces for customers was recently brought back due to popular demand.
“The roots and origins of our brand are what made it so special,” said Firehouse Subs president Mike Hancock. “We’re an authentic brand, between our history and work with firefighters, the way we make our products, and how local we are. We think that authenticity really resonates with people.”
Similarly, the Honey Baked Ham Co. stands out on this list as a niche concept that mainly serves ham sandwiches, has a robust retail and catering presence, and has strong associations with the holiday season. The Georgia-based company has recently tried to break away from the seasonality of its sales.
“We are a legacy brand getting out there more, and we’re trying to become more relevant for everyday purchases and to attract a younger customer,” said the chief marketing officer of Honey Baked Ham Co., Tripp McLaughlin. “Most people know us around the holidays, but we’re open year-round.”
The Honey Baked Ham Co. has taken steps to introduce new menu items to entice guests to come through the door at other times of the year than Easter, Christmas, and Thanksgiving, like ham and Swiss cheese sliders and a BBQ Cuban Sandwich.
“There's this nostalgia factor with the brand that makes people think of gathering with family around the holidays,” McLaughlin said. “When people find out we’re open year-round, they get excited about having that elevated sandwich experience. You’re borrowing that great holiday meal outside the holiday season.”
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