What’s driving fast food decisions in 2025?
Find out what brands are winning customer loyalty and the chicken wrap wars.
WHAT YOU'LL GET
Chicken sandwich wars, inflation edition
We surveyed 3,000 U.S. consumers to understand how inflation, innovation and changing habits are shaping quick-serve restaurant (QSR) behavior — and how the chicken sandwich wars took an inflationary twist. We also surface how factors like age, region and income impact behaviors.
Inside the report
From pricing and purchase frequency to delivery app usage and BNPL, this report uncovers how today’s consumers are making fast food decisions. And with nearly every major chain reintroducing chicken wraps in a post–chicken sandwich war landscape, Zappi breaks down which brands win, and why.
Why it matters
Chicken wraps are more than a trend — they’re a battleground for brand preference, value perception and viral potential. This report helps QSR marketers understand how to stand out in a crowded category, meet evolving expectations and build menu items that connect.
Only 14% of consumers call fast food a "budget-friendly" option today — many now see it as a treat or guilty pleasure.