Historical report · Original report date 2026-06-24. This is previously published source-report content.
Comparison scope
Global quick-service restaurants
Competitive advantages
The report identifies durable advantages in habit, scale, and restaurant locations.
Brand habit and scale
Consistent customer expectations support demand; a large restaurant network spreads procurement, marketing, and digital investment costs.
Restaurant locations
Control of important locations supports recurring property income and the operation of the franchise network.
Scale and habit provide a durable base, but menus, value, and digital customer relationships must keep adapting.