Five restaurant chains are among the most talked about brands on Instagram, TikTok, and YouTube, according to the 50 Most Magnetic Brands of 2025 report released this week from Gen Z market research firm dcdx. They include McDonald’s, Starbucks, Chipotle, KFC, and Taco Bell.
McDonald’s generated the highest overall score for restaurant brands, with 91.04 out of 100, making the chain the 26th most magnetic brand overall (Disney, Roblox, and Apple are the top three, respectively). The score is measured through organic, user-generated content looking at how much and how often people talk about a brand online. The score is then a weighted composite of the brand’s UGC popularity and consistency over time. The process includes over 133 billion engagements from the past year, none of which were from sponsored, paid partner, or owned social content.
McDonald’s began accelerating its marketing and innovation engine in the second quarter once it recovered from an e. Coli crisis in late 2024. In January, it launched the McValue platform to cater to an increasing number of deal-seeking guests. It went a step further in early September with the re-launch of its Extra Value Meals. The chain has pushed out promotions with BTS, launched a successful (and nostalgic) McDonaldland Meal, complete with a new shake flavor, and turned traffic positive with its Minecraft Meal promotion. And, in early July, the fan-favorite Snack Wrap returned.
The second most-talked-about restaurant brand this year is Starbucks, at No. 31 overall with a score of 89.49. The coffee giant has created plenty of new news since Brian Niccol took over as chief executive officer in late 2024. The company has introduced new products, such as a Strato Frappuccino line and protein cold foam, is adding assistant managers to most locations, and has put a new dress code into place for baristas. It is also focusing on its third-place ethos by bringing back comfortable couches and chairs, as well as ceramic cups, and the condiment bar. It is also bringing back Sharpie messages for to-go orders, among many other changes that have gotten people talking online.
Chipotle is No. 3 for the restaurant industry, and No. 39 overall with a score of 87.75. The fast-casual chain has ramped up its marketing efforts this summer after experiencing two consecutive quarters of negative same-store sales. Those efforts include more celebrity and athlete partnerships, its first college rewards program, the extension of its signature IQ game, a “Summer of Extras” campaign with more than $1 million in free burritos, a digital-exclusive family meal deal, its first new dip in five years, and more.
KFC has had a tough run with several quarters of same-store sales declines and market loss share to Raising Cane’s in 2024, but the chain has made plenty of changes this year — including a new president in Catherine Tan-Gillespie and a new CEO in Scott Mezvinsky — to mount a comeback. That comeback includes a new marketing campaign soliciting consumer input and featuring the Colonel who “would not be happy” about the chain’s recent market share loss. On the menu, KFC has launched its version of dirty soda and brought back its popular potato wedges, while brightening the spotlight on its Original Recipe tenders launched in late 2024. KFC also launched a spinoff brand, called Saucy, that focuses on chicken tenders, sauces, and beverages, and is primed for growth in the Florida market.
The fifth and final chain in the Top 50 is Taco Bell, at No. 48 with a score of 86.59. Taco Bell is a long-time marketing powerhouse with consistent and frequent new menu news that this year included a record number of launches, from the Cheesy Street Chalupa to Mountain Dew Baja Midnight and Dulce de Leche Cinnabon Delights. Taco Bell is also pushing the gas on crispy chicken and beverages, with its new Live Más Café primed for expansion, while its Luxe Value Menu has bolstered the chain’s performance in recent quarters.
When it comes to specific platforms, restaurant brands’ success is all over the map. McDonald’s has gained the most traction on TikTok, at No. 16 with a 90.79 score. It is followed by Starbucks (No. 28, 88.56), Chipotle (No. 30, 88.47), Wingstop (No. 33, 87.85), and Taco Bell (No. 43, 87.43).
On Instagram, the top restaurant brand, McDonald’s once again, is No. 37 with a 93.46 score. Starbucks (No. 40) and Chipotle (No. 47) are the only other restaurant brands in the top 50 for the channel.
Four restaurant brands are in the top 50 on YouTube, including McDonald’s at No. 30 (89.14), KFC at No. 31 (89.11), Starbucks, No. 33 (88.49), and Subway, No. 47 (85.14).
Notably, Subway is among the top brands that experienced the most momentum this year, with a 1.48 gain in weekly engagements. The WNBA is the fastest-rising brand overall, which illustrates why more restaurant chains are leveraging the league and its players for promotions.
Chains that experienced the largest declines in weekly engagements include Taco Bell (-1.12), KFC (-2.41), Starbucks (-6.52), Wingstop (-6.95), McDonald’s (-9.08), and Chipotle (-9.75). Tesla experienced the biggest drop overall, with -44.32.
