Chick-fil-A Leads QSR Satisfaction for 11th Year; Challenger Brands Emerge

Chick-fil-A has once again secured the top spot in customer satisfaction among quick-service restaurants, according to the 2025 American Customer Satisfaction Index (ACSI) report. With a score of 83 out of 100, this marks the 11th consecutive year Chick-fil-A has led the category. However, other chicken-focused chains like Raising Cane’s, Wingstop and Popeyes are rapidly gaining ground, especially as KFC saw a 5% drop in satisfaction, falling to a score of 77.

Overall satisfaction in the QSR sector held steady at 79, but several individual brands experienced declines. Sonic and Five Guys each dropped around 4%, while McDonald’s came in last with a score of 70, down 1% from the previous year. The full-service restaurant sector saw a broader decline, falling 2% to an average score of 82. Despite stable averages, ACSI analysts noted that economic pressures and price sensitivity are shifting consumer expectations and brand loyalty.

“Restaurants can’t simply rely on their traditional playbooks anymore,” said Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI, in a press release. “Smaller, popular brands like Raising Cane’s and Wingstop are proving that creative marketing, digital engagement, and focusing on core strengths can challenge even the most established chains. The brands that succeed will be the ones that adapt quickly to shifting tastes without compromising consistency or experience.”