This morning, Yelp published its 2026 Fastest-Growing Brands report, which highlights a mix of emerging and established brands that have been tapping into key trends and rapidly expanding.
Yelp VP, head of enterprise, Sarah Chang, shared her insights with FI regarding the report’s key findings, including three major trends.
Let’s dig in.
Personalization Reaches Peak
According to the report, the fastest-growing brands are the ones that invite consumers to partake in creating their experience – from mixing the perfect beverage to customizing spice levels.
This is a major reason why 7 Brew tops this year’s list as America’s fastest-growing brand, with the drive-thru coffee chain achieving an impressive 244% spike in consumer interest on the Yelp platform.
“With no interior seating or lobby, just a lane, a window, and a high-energy team, this year’s fastest-growing brand, 7 Brew, has built its brand on speed and customization,” reads the report.
Chang says that 7 Brew earned the top spot on Yelp’s list largely because it has figured out how to nail personalization – even at a high speed.
“With a drive-thru-only format designed to get drinks out in only minutes, they’ve eliminated the tradeoff most brands force between customization and convenience,” Chang told FI.
She pointed to their beverage menu as a shining example of how the chain has taken customization to the next level.
It features 20,000-plus possible combinations across categories including coffee, energy drinks, lemonades, smoothies, shakes, and Italian sodas – all of which can be customized via syrup flavors, types of milk, sweetness levels, and add-ons like cold foam or protein.
“But what really sets them apart is the experience around the drink. Staff engage directly at your car window, make recommendations, and handle orders,” Chang explained.
“They’ve turned their customers into co-creators, building a thriving social media culture around ‘secret menu’ drinks that feels participatory, not transactional, delivered faster than many competitors can pour a standard coffee.”
7 Brew’s success also reflects the growth of a second trend – the dirty soda – which I’ve been writing about since I joined FI in 2024, and Yelp has been tracking since 2022.
Dirty Soda Trend Evolves
Yelp searches for “dirty soda” increased by another 675% in 2025, with brands ranging from 7 Brew and Dunkin’ to Sonic Drive-In and Taco Bell adding these customizable beverages to their menus.
Chang says dirty soda represents the perfect case study for how a niche trend becomes a national one.
“Originally a regional favorite born out of Utah’s soda shop culture, dirty soda has transformed into a mainstream offering. What’s most surprising is the speed and breadth of who’s adopting it,” she told FI, pointing to Sonic Drive-In and Taco Bell as examples of brands that have been unexpectedly innovating within the category lately.
“The fact that major chains are investing in this space as a strategic menu pillar signals staying power that we didn’t initially anticipate,” said Chang.
Now that we’ve covered two beverage-focused trends, let’s take a look at the top food category on this year’s list.
Chicken Remains Hot
“If the drive-thru beverage is the ritual that starts the American day, chicken is the protein that fuels the rest of it,” reads the report, which features eight chicken-focused brands in its 2026 list – including Bojangles, Wingstop, and Dave’s Hot Chicken – making it the single most dominant cuisine category.
Bojangles, which recently opened its first location in my home state of Oklahoma, came out on top in terms of chicken brands, and Chang believes this is partially because the chain has successfully capitalized on America’s protein obsession, among other factors.
“What sets the brand apart from other chicken brands is that they’re leaning into menu innovation that goes beyond chicken. While traditionally known for their chicken, the brand now owns breakfast, with all-day availability that helps to give them a structural advantage over pure chicken competitors that only do lunch and dinner,” Chang told FI.
Here’s the full list:
The Food Institute Podcast
In this episode of Food for Thought Leadership, Chris Campbell, George Hajjar, and Anna Kinder examine how consumers are adapting to mounting economic pressure, rising gas prices and shifting travel behaviors in 2026. From staycations and micro-vacations to scaled-back road trips and reduced air travel, the FI All-Stars explore how households are reevaluating spending while still searching for meaningful experiences and moments of indulgence.
