2025 dunnhumby Retailer Preference Index – QSR Edition

Which QSRs are redefining growth, and what’s fueling their rise? 

The quick-service restaurant (QSR) space is in the midst of a shake-up. Convenience-store chains are blurring boundaries, traditional players are fighting to hold ground, and the battle for customer mindshare is spilling into social media and branded merchandise. Some brands are winning big, others are falling behind. 

The 2025 QSR Customer Value Proposition Report ranks 58 leading U.S. QSRs on how well their strategies position them for sustainable, long-term growth. Inside, you’ll uncover what separates the fastest-growing brands from the rest, and why the strongest value propositions matter more than ever. A convenience store is included in this ranking and considered a QSR if a clear majority of their shoppers use them as a meal destination. 

In this report, we’ll uncover: 

• Which QSRs are best positioned for future growth, and what’s driving their advantage 

• How convenience-store chains are disrupting the traditional QSR playbook 

• The pillars that matter most for customer reach, loyalty, and emotional connection 

• The strategies top performers use to dominate, and why others struggle to keep up 

• Emerging trends shaping the next era of QSR competition