Millennials and Generation Z spend a disproportionate amount of time on social media, swiping left, right, up, and down, making growth in interactions an increasingly important measure of brand relevance. For restaurant chains seeking to attract younger consumers, social media platforms have become critical advertising tools for building brand awareness and, ultimately, converting that attention into restaurant visits or online orders through viral campaigns.
In a review of which U.S. restaurant chains won over younger generations in the second-quarter social media wars, UBS equity research analyst Dennis Geiger, who specializes in the U.S. restaurant industry, said McDonald's, Starbucks, and KFC dominated restaurant engagement on Instagram, while Wendy's, Chipotle, and several casual-dining chains recorded some of the strongest growth.
The restaurant chains that won social media advertising wars in 2Q:
Social media trends indicate rising momentum for select QSRs & casual diners
Using UBS Evidence Lab's Instagram (> Access dataset) and TikTok (> Access dataset) data, we assessed how brands performed on social media platforms in 2Q26. We analyzed followers, posts, and interactions to better understand brand visibility, sentiment, and consumer reactions to recent brand developments. We believe that brands with strong online communities and committed followers are better positioned to drive visit frequency and improve consumer interaction, supported by research indicating a correlation between views and traffic. Select QSR brands delivered strong Instagram interactions and likes growth y/y in 2Q26, including: Chipotle, McDonald's, Starbucks and Wendy's. Several casual dining brands also posted strong y/y TikTok follower growth, including LongHorn (+167%), Applebees (+103%), and Outback (75%), among the leaders.
