Yelp Report: Breakfast’s Booming and Value’s Valuable

Value-driven dining and a growing interest in regional brands are two trends uncovered in Yelp's 2025 Fastest Growing Brands report. 

Among the report highlights are: 

• Fast food and value-driven restaurants are thriving—McDonald’s (#25), Taco Bell (#33), and Popeyes (#11) are among the brands seeing significant consumer interest growth.'

• Breakfast is booming—coffee and bakery brands saw the highest search growth with breakfast and brunch searches up 142 percent year-over-year. Brands like Scooter’s Coffee (#10), 7 Brew Coffee (#23), and IHOP (#41) are capitalizing on this trend.

• Regional flavors are gaining traction—BB.Q Chicken (#7) and Dave’s Hot Chicken (#28) are expanding rapidly, reflecting growing consumer interest in bold, flavorful options.
• The treat culture trend continues with consumer searches for national businesses in the ice cream category increasing significantly last year, growing 137 percent over the year prior, alongside searches for desserts, which grew 107 percent.
• In show of changing customer preferences,  over half of the brands on this year’s list are new (27) compared to last year.

To identify the Fastest Growing Brands, the data science team ranked brands using a blended metric including net new business openings, consumer interest, and searches on Yelp in 2024 compared to 2023. These metrics were then weighted.Yelp measures consumer interest by looking at select actions users take in connection with businesses on Yelp, including viewing business pages or posting photos or reviews. For this report, we measured consumer interest in 2024 compared to 2023.

To learn more, Modern Restaurant Management (MRM) magazine reached out to Kadecia Ber, Yelp’s advertising trends expert.

What surprised you about the results? What were key changes over previous years?

The biggest surprise was how much value-driven dining is at the forefront of consumer behavior. While value has always mattered, it’s now a dominant factor in brand growth. Many of the restaurant brands on the list, like Dave’s Hot Chicken and Cava, are thriving by offering high-quality, and on-trend food at accessible prices. At the same time, more traditional value-focused brands like McDonald’s and Taco Bell continue to see strong engagement, with their value menus charting highly this year. Compared to previous years, there’s a stronger emphasis on getting the most for your money, whether through generous portions, premium ingredients, or combo deals. Consumers are being more intentional with their spending, and brands that deliver both quality and affordability are seeing sustained growth and expansion.

What should brands take away from these results?

Consumers are looking for affordability without sacrificing quality. Brands that are growing have found ways to balance value with quality, whether through portion sizes, combo deals, or unique menu offerings that feel premium but remain budget-friendly. Additionally, the rise of regional and international flavors suggests that diners are eager for variety and authenticity. Restaurants that can tap into these trends are well-positioned for growth.

Consumers are being more intentional with their spending and seeking out restaurants that provide a satisfying experience without breaking the bank.

What does it say about guest/customer preferences and the economy that value is a key search criteria?

The fact that value is a top search criteria reflects the broader economic landscape. Consumers are being more intentional with their spending and seeking out restaurants that provide a satisfying experience without breaking the bank. It’s a reminder that brands that can deliver both affordability and experience are consistently winning over customers.

Why is breakfast booming, and will you anticipate that being affected by egg prices?

Breakfast has been a standout category, driven by both convenience and evolving dining preferences. More consumers are looking for quick, satisfying morning meals, whether it’s a quick bite on the go or a sit-down brunch. The rise of all-day breakfast menus has also contributed to this growth, with brands like IHOP and Waffle House continuing to attract diners looking for classic breakfast options. 

Rising egg costs are starting to impact more price-conscious consumers, with some restaurants introducing egg surcharges or adjusted portion sizes to offset expenses. Waffle House, for example, recently added a temporary egg surcharge in response to higher prices. While egg prices have fluctuated, demand for breakfast remains strong, and many brands have adapted by diversifying their offerings, incorporating alternative proteins or plant-based options for those who are sensitive to price increases. 

Yelp trend tracker data also shows that the recent egg shortage and price hikes have led to a surge in searches for egg farms (+513%) and chicken coops (+700%), as some consumers look for alternative ways to source eggs.

Why are regional flavors in favor? Is this happening with any particular demographics?

Consumers are increasingly seeking out authentic, regional flavors, whether it’s Nashville hot chicken, Texas-style barbecue, or Hawaiian-inspired dishes. This trend is being driven by a mix of factors, including social media exposure, travel influences, and a growing appreciation for diverse culinary experiences. Brands like BB.Q Chicken, which brings Korean fried chicken to a wider audience, and L&L Hawaiian Barbecue, known for its island-inspired comfort food, are thriving by offering bold, authentic flavors. Restaurants that highlight their regional roots or offer a fresh take on traditional dishes are resonating with diners looking for unique and flavorful dining options.