Fast Food Giants McDonald's and Starbucks Drive Growth with Value and Tech

The QSR 50 report highlights the resilience of the fast food industry despite economic uncertainty and shifting consumer habits.

One of the key trends in the industry is the focus on value, with brands like McDonald's aggressively leaning into affordability to win back budget-conscious consumers. McDonald's has reported a 3.9% increase in U.S. same-store sales in Q1, with the brand gaining share and outperforming many peers.

McDonald's has also invested heavily in technology, including the introduction of a new crafted drink lineup to drive incremental visits and expand its beverage platform. The brand is expanding at a pace not seen in years, adding 147 net U.S. restaurants in 2025 and targeting 2,600 openings in 2026 as part of a longer-term plan to reach 50,000 units.

Starbucks has also made significant strides in its turnaround efforts, with early signs of momentum in recent quarters. The company has reported improving performance in 2026, with increases in transactions and sales attributed to operational simplification, faster service, and a renewed focus on the in-store experience.