Yelp’s latest Fastest Growing Brands report is more than a ranking of popular chains. It offers a real-time look at the consumer behaviors, experiences, and demand signals driving growth across local markets.

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Buying local is often associated with SMBs. But there are several national brands that play in the same sandbox. Otherwise known as multi-location brands (MULO), they offer established products backed by a name. From Starbucks to Sam’s Club, they’re known quantities and local heavyweights.

To commemorate the gravitational pull and economic development that these MULO brands create, Yelp has published its third-annual Fastest Growing Brands report. It highlights the 50 consumer-facing brands that are finding the most traction and growth, as defined by demand signals on Yelp itself.

So what did Yelp find in this year’s exercise? We detail the top findings below, but one high-level takeaway is that personalization and unique experiences win. In other words, it’s not just about the product but the experience of getting it and the ability to dial it in to your specific tastes.

“This year’s rankings make it clear that the brands growing the fastest are prioritizing consumer personalization,” Yelp VP and Head of Enterprise Sarah Chang told Localogy. “Whether it’s a beverage chain with millions of possible drink combinations or a chicken restaurant that lets you dial in your exact spice level, the common thread is consumer control.”

Peak Personalization

Diving deeper into the results, we’ve reached peak personalization according to Yelp. The fastest-growing brands invite consumers to take part in not only an experience but in customizing that experience. Customization can mean anything from extra pickles to spice level in a hip new coffee drink.

That last example was used on purpose, as one of the standouts in this year’s report is drive-through beverages. For example, drive-through coffee chain 7 Brew topped this year’s list with 244 percent growth in consumer interest and other demand signals on Yelp (more about the methodology below).

Other notable findings include the “dirty soda” trend. Represented by brands like 7 Brew, Sonic Drive-In, and Taco Bell, it’s all about customizable sodas and energy drinks colonizing the menu. With 675 percent growth in consumer interest on Yelp, this previously niche interest has gone mainstream.

And beyond new dining fads, there are some staples on Yelp’s list. Chicken, for example, dominates the fastest-growing brands list with eight brands in the top spots, and the top subsegment ranking within the broader cuisine category. Top chicken brands include Bojangles, Wingstop, and Dave’s Hot Chicken.

Pulse of Consumer Sentiment

To further validate these findings, an important question is how Yelp calculates its rankings. As noted, Yelp’s source is its own network and the vast consumer sentiment data that flows through its channels – both its first-party channels (web & app) and the many places that use its API, such as Apple Maps.

More specifically for this report, Yelp devised brand rankings from a blended weighted metric of Yelp-native factors. These include net new business openings and Yelp searches in 2025 compared to those in 2024. It also factored in user actions such as looking at pictures or the search terms they use.

Given that approach, you could say that this report reflects the pulse of consumer attitudes on Yelp, which in turn represents consumer sentiment at scale. Tactically speaking, that means brands that invest in creating experiences that make customers feel like VIPs can get rewarded with tangible results.

“That’s a playbook any local business can learn from,” said Chang. “Give people a reason to feel like the experience was made for them, and they’ll reward you with loyalty, reviews, and repeat visits.”