QSR Magazine: Potbelly Teams with Service Management Group to Recapture Customer Experience

QSR Magazine recently released its 2026 QSR 50 report, painting a picture of an industry that remains impressively resilient despite cautious consumer spending and intense competition.

Across the rankings, AI has evolved from experimentation into real operational deployment, loyalty programs have become increasingly sophisticated, beverages have emerged as one of the industry's fastest-growing profit centers and brands are placing greater emphasis on sustainable unit economics than simply opening more restaurants.

• McDonald's maintained its No. 1 position by pairing aggressive value offerings with a renewed beverage strategy, while accelerating unit development as well.
• Chick-fil-A has continued delivering extraordinary average unit volumes while steadily expanding its footprint, and Taco Bell remained one of the industry's strongest performers through a combination of value, menu innovation, entertainment-driven marketing, beverage growth and digital engagement.

Many brands lower on the list illustrated that even iconic restaurant chains are willing to fundamentally rethink their business models when performance weakens.

• Wendy's, Burger King, Panera, Pizza Hut, Papa Johns, and others all launched significant turnaround initiatives centered on simplifying operations, improving execution, investing in AI, strengthening franchisee economics, and refining customer value propositions.
• Rather than chasing growth for growth's sake, these companies increasingly prioritized restaurant profitability, guest experience, and operational efficiency before pursuing aggressive expansion.

The report also highlights several emerging growth stories, including Dutch Bros, Wingstop, Jersey Mike's, Zaxby’s, and 7 Brew.

The biggest lesson for franchising extends well beyond restaurants: the brands winning in 2026 are those that make franchisee economics the foundation of growth rather than an afterthought.

Growth is increasingly being driven by repeat customers, operational consistency, and scalable systems rather than rapid expansion alone. For franchise brands in any industry, the report reinforces a clear message: sustainable franchise growth comes from helping operators run more profitable businesses while continuously improving the customer experience through better operations and a stronger customer experience.