When it comes to fast food, everyone likely has a "go-to" spot they can turn to without hesitation. But this year, the fast food scene in the United States has seen a major shake-up that food enthusiasts and fans of international lifestyles need to update themselves on.
The latest data from the American Customer Satisfaction Index (ACSI) for 2026, a national consumer satisfaction survey, reveals that the long-time number one champion Chick-fil-A has finally been dethroned. Here are some key brand rankings worth noting.
Brands with the highest scores.
Rank 1: Jersey Mike's (84 points).
Rank 2: Chick-fil-A (83 points).
Rank 3: Jimmy John's (81 points).
Rank 4: Panda Express (81 points).
Rank 5 (tie): KFC, Papa John's, and Pizza Hut (80 points).
Brands with the lowest scores.
5th from the bottom: Taco Bell (74 points).
4th from the bottom: Jack in the Box (74 points).
3rd from the bottom: Popeyes (73 points).
Lowest tie: Dairy Queen (72 points).
Lowest tie: McDonald's (72 points).
The dark horse that grabbed first place this year is Jersey Mike's Subs, a submarine sandwich chain from New Jersey, scoring an impressive 84 out of 100 points, narrowly edging out Chick-fil-A by just one point.
Americans favor Jersey Mike's because the brand meets modern consumer needs directly—fresh ingredients, a diverse menu, and good value for money. Anyone planning a trip to the U.S. soon should add this restaurant to their must-try list.
Although dethroned, Chick-fil-A remains the top fried chicken brand that's hard to beat. Meanwhile, competition in this category remains fierce as KFC improved its score from 77 to 80 after renovating stores and updating menus. Rising stars like Raising Cane's and Wingstop also made the list this year. Meanwhile, Popeyes, once famous for its chicken sandwich craze, saw its score drop to 73, ranking last among fried chicken chains.
Connecting to the Thai context, many of these global brands are closely linked to local lifestyles. Top-five brands like KFC and Pizza Hut have long dominated the Thai market, while Subway recently revamped and aggressively expanded in Thailand.
Meanwhile, brands at the bottom of the U.S. rankings like McDonald's and Dairy Queen have strong roots and popularity in Thailand. Taco Bell is also steadily expanding its branches targeting young people and working professionals in Bangkok.
What’s worth watching is the future direction: Thai consumers are open and excited about new international food brands, making it highly likely that soon we might see giants like Chick-fil-A or the new champion Jersey Mike's Subs open their first branches in Thailand, letting foodies savor their flavors without traveling to the U.S.
Why satisfaction scores matter today.
Fast food eating habits are changing mainly due to inflation. The cost of dining out has risen twice as fast as grocery prices for three consecutive years. With fast food no longer cheap, consumers are questioning its value more critically.
Americans are using drive-thru services less and prefer dining inside restaurants, feeling that if they pay more, they want to enjoy a relaxing meal experience. Also, the experience on food ordering apps heavily impacts satisfaction scores; brands with difficult apps or unattractive promotions risk losing customer approval quickly.
Source: Forbes