These Restaurant Chains Won The Social Media War For Gen Z's Attention

Millennials and Generation Z spend a disproportionate amount of time on social media, swiping left, right, up, and down, making growth in interactions an increasingly important measure of brand relevance. For restaurant chains seeking to attract younger consumers, social media platforms have become critical advertising tools for building brand awareness and, ultimately, converting that attention into restaurant visits or online orders through viral campaigns.

In a review of which U.S. restaurant chains won over younger generations in the second-quarter social media wars, UBS equity research analyst Dennis Geiger, who specializes in the U.S. restaurant industry, said McDonald's, Starbucks, and KFC dominated restaurant engagement on Instagram, while Wendy's, Chipotle, and several casual-dining chains recorded some of the strongest growth.

The restaurant chains that won social media advertising wars in 2Q:

Social media trends indicate rising momentum for select QSRs & casual diners

Using UBS Evidence Lab's Instagram (> Access dataset) and TikTok (> Access dataset) data, we assessed how brands performed on social media platforms in 2Q26. We analyzed followers, posts, and interactions to better understand brand visibility, sentiment, and consumer reactions to recent brand developments. We believe that brands with strong online communities and committed followers are better positioned to drive visit frequency and improve consumer interaction, supported by research indicating a correlation between views and traffic. Select QSR brands delivered strong Instagram interactions and likes growth y/y in 2Q26, including: Chipotle, McDonald's, Starbucks and Wendy's. Several casual dining brands also posted strong y/y TikTok follower growth, including LongHorn (+167%), Applebees (+103%), and Outback (75%), among the leaders.

Recent earnings commentary highlights benefit of effective social media

Social media is increasingly relevant for connecting with customers, building brand affinity and driving visits. Several restaurants highlighted effective social media strategy and contribution in recent earnings calls, including: CAKE, CMG SBUX, CBRL, CAVA, SHAK, SG, BROS, WING, & YUM, among others. Brands highlight social media as a lever to expand the reach at the top of the marketing funnel, stay culturally relevant (ie world cup, viral trends), engage directly with consumers, and maximize awareness for strategic initiatives (events, promotions, partnerships). Several brands have also gained significant attention from user-generated content and word-of-mouth across social media which might not be reflected in the brands' own account metrics. In 2Q26, several brands had viral moments online including: 1) Cheesecake Factory's Linda's Chocolate Cake, Eggroll sampler, and Chicken Costoletta 'menu hack' went viral and contributed to strong sales results for the brand, w/ CAKE's own social media content playing into these trends; 2) 'My ___ Order' video trend for Taco Bell (YUM), SBUX, CMG, WING, and WEN; 3) continued popularity of the Chili's (EAT) Triple Dipper cheese pull trend; and 4) user- generated content for new menu items at Taco Bell, SG, & SHAK.

Instagram engagement increased y/y for select QSR brands in 2Q

• Chipotle's interaction growth (54%) likely reflects posts for the brand's free entrees promo during the NBA Finals, 'Wear a Soccer Jersey' BOGO, Father's Day, National Burrito Day, Chipotle Honey Chicken, and Jarritos partnership.
• Wendy's interaction growth (162%) is likely from posts for the return of the Sweet and Sour sauce, Minions & Monsters menu, Ice Spice Spicy Chicken Sandwich campaign, merch and rewards drops, the Cookie Dough Frosty Fusion, the Wendy's look-alike contest, and the new Chief Tasting Officer.
• McDonald's interaction growth (45%) is likely from posts for KPop Demon Hunters collaboration, Stranger Things Tales from '85 Happy Meal, new beverage lineup, Nike Book 2 shoe collaboration, and the world cup meal w/ collectible cup and happy meal (Squishmallows).
• Starbucks' interaction growth (43%) likely reflects posts for the new energy refresher lineup, Unicorn Frappuccino at Coachella, S'mores Frappuccino return, Devil Wears Prada 2 collaboration, new flavors (mango cream, tropical butterfly refresher, iced horchata, blue coconut), and world cup beverage sleeves.
• Jack in the Box's interaction growth (31%) is likely from posts for Smashed Jack Sliders & Hot Ones Munchie Meals, April fools, and collectible pins.
• Wingstop's interaction growth (25%) is likely from posts for April Fool's, new Citrus Mojo flavor, Wrestlemania collab, Wingstop Hot Box, PopUp Bagels collab, Club Wingstop, and new chamoy sauce collab with Tajin.
• Sweetgreen's interaction growth (13%) is likely from posts for the wrap lineup, summer menu, chicken sesame crunch, and partnerships with influencers.

Instagram engagement increased across select casual-fine dining brands in 2Q

• LongHorn's interaction growth (26%) is likely from posts for the Steak Master Series, Father's Day, and consistent food posts.
• Applebee's interaction growth (17%) is likely from posts for $15.99 all-you-can-eat deal, Busch Light Apple re-release (i.e. BApplebees), 2 for $25 deal, Father's Day Dollarita deal, Poolio with Don Julio drink, and posts about Applebee's | IHOP dual-brand locations.
• Chili's interaction growth (2%) is likely from posts for Margarita of the Month, Chili's Food Court collab with Trisha Paytas, Spire Motor Sports collaboration, Triple Dipper, and skillet cookie + molten chocolate cake menu hack.
• Cheddar's interaction growth (170%) is likely from posts for NASCAR sponsorship and partnerships with influencers.

Other notable Instagram/TikTok takeaways from analysis (data inside):

1. The Instagram total interactions leaderboard includes MCD, KFC, SBUX, Burger King (QSR), Taco Bell (YUM), BROS, CMG.
2. The TikTok total followers leaderboard includes MCD, Burger King (QSR), KFC (YUM), DPZ, SBUX, Taco Bell (YUM), CMG, WING.
3. Brands with the most Instagram follower growth in 2Q include PLAY, BROS, CMG, Popeyes (QSR), and CAVA.
4. Brands with the most TikTok follower growth in 2Q include Cheddar's (DRI), LongHorn (DRI), Applebee's (DIN), Popeyes (QSR), and Outback (BLMN).
5. DPZ's June interaction growth (89%) is from posts for a 50% off LTO, world cup videos showcasing DPZ menu items around the world, and the new slice sauce.
6. Outback Steakhouse's June interaction growth (137%) is from posts for Father's Day, Aussie JAWSsie drink w/ hammerhead shark, their Propa Good Steak, joint posts with influencers, world cup, and the Down Under Trio.
7. LongHorn's 167% TikTok follower growth in 2Q could be attributed to strong interactions across the brand's Steak Master Series posts and consistent food posts.
8. Applebee's 103% 2Q26 TikTok follower growth can be attributed to strong interactions on posts for Busch Light Apple and value deals (incl. 2 for $25, all-you-can-eat for $15.99).
9. 2Q26 Instagram interactions were down y/y for Olive Garden (-78%) and Cava (-63%) due to lapping of viral posts from 2Q25.

Instagram Analysis - 2Q26

The big takeaway is that one viral social media campaign can capture younger consumers' attention and instantly translate online engagement into a surge in restaurant traffic and delivery orders. 

Really seems like Olive Garden's social media team needs a revamp. 

Professional subscribers can find more consumer trends here at our new Marketdesk.ai portal. It's just one search away.