Gen Z's Fast Food Choices: 'Buzz Consumption'?! McDonald's (37%) Ranks 1st, Burger King (27%) 2nd, with Different Reasons for Support, Revealed by Z-SOZOKEN in 12th Insight Summary.

Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative: Yohei Takeshita), a creative company targeting Gen Z, operates the think tank "Z-SOZOKEN (Gen Z Creativity Research Institute)" where Gen Z members analyze actual conditions and values. They have independently released the 12th Insight Summary, a deep dive into the trends of the fast food sector, based on their latest survey report "Brand Ranking Where Gen Z's Image Soared" across 19 categories including food, cosmetics, apparel, and entertainment, targeting 300 Gen Z individuals (18-24 years old) nationwide.

In recent years, with rising prices and the proliferation of diverse dining chains, the options for casual meals have exploded. Marketing professionals in the food service industry are constantly grappling with how to make their fast food perceived by Gen Z as having "value worth seeking out."

However, simply promoting "affordability" or "speed" on the surface, or running generic new product announcements, can be seen through by Gen Z, who possess high information literacy and prioritize "entertainment value" and "quality." This often fails to foster deep brand loyalty or drive intentional purchases.

Against this backdrop, "Z-SOZOKEN (Gen Z Creativity Research Institute)," a research organization specializing in Gen Z, has picked out the "Fast Food Sector" from the overall rankings across 19 categories, which supports the stomachs and time-performance (tai-pa) of Gen Z.

The analysis reveals a clear evolution: the era of "just filling up quickly" has passed. Today's Gen Z seeks "event-like experiences that become buzz on social media," "distinctive brand entertainment," and "satisfactory quality." This summary presents these realities and their underlying psychology from a novel and unique perspective.

Decoding Unique Insights into Gen Z's Fast Food Brand Evaluation

This survey's fast food sector revealed that Gen Z finds entirely different values in each brand: "consumption as social media buzz" and "empathy with the brand's stance."

・The Undisputed King of Buzz Consumption, McDonald's, Takes 1st Place (Image Improved: 37%)

McDonald's was the brand with the most improved image. It has solidified its position as a "hotspot of buzz that one absolutely cannot miss," becoming a topic of conversation on social media every time a limited-time product is released, transcending its role as a mere convenient meal option.

・Burger King, with its Edgy Entertainment Advertising, Fiercely Pursues 2nd Place (Image Improved: 27%)

Burger King ranked second. Its provocative and humorous advertisements, which often playfully tease competitors, frequently become memes on social media. It has garnered passionate support as an "entertaining brand" that goes beyond being just a hamburger chain.

・Mos Burger Ranks 3rd (Image Improved: 26%) with a Focus on Small Luxuries and Quality

Mos Burger followed in third place. Even with slightly higher prices, it is highly valued by Gen Z who seek "reliable quality," such as fresh ingredients and freshly prepared deliciousness, positioning it as a treat for themselves.

【Survey Research Report Commentary】Detailed Rankings and Deep Analysis of the "Fast Food Sector"

Based on the data in the main report, we delve deeper into Gen Z's real values regarding fast food brands and the marketing hints that companies should glean from them.

1st Place: McDonald's (Image Improved: 37% / Most Improved: 29%)

As exemplified by the comment, "The limited-time pies and burgers are delicious every time, and when I see them on social media, I can't help but go buy them" (18 years old / High School Student / Osaka Prefecture), the biggest factor in McDonald's securing the top spot is its elevation of fast food from "routine daily meals" to "social media-driven event consumption." For Gen Z, eating McDonald's new releases (especially sweets and limited-time burgers) immediately after launch and posting reviews or photos on social media is a form of "participation in trending content." The overwhelming planning power that continuously supplies buzz on the foundation of its familiar taste functions as the strongest hook drawing Gen Z to its stores.

2nd Place: Burger King (Image Improved: 27% / Most Improved: 15%)

As stated in the comment, "It's voluminous and authentic. I also like the bold ads that tease competitors, they're funny" (23 years old / Working Adult / Tokyo), Burger King serves as the perfect outlet for Gen Z's "desire for entertainment that rejects predictability." Amidst a flood of well-behaved brand communications, Burger King's "slightly sarcastic, provocative promotions" provide excellent material that Gen Z can't resist sharing on social media. The perfect match between the authentic volume of its products and its unconventional brand personality has succeeded in generating a fan community-like enthusiasm for "liking this brand."

3rd Place: Mos Burger (Image Improved: 26% / Most Improved: 9%)

As the comment, "The vegetables are fresh and delicious. Even if it's a bit expensive, I want to go for the quality" (20 years old / University Student / Aichi Prefecture) indicates, Mos Burger has integrated into Gen Z's daily lives as a "small luxury within the tai-pa (time-performance) lifestyle." While Gen Z generally prioritizes tai-pa and cost-performance, they don't always seek the cheapest option. When they have a clear motivation like "I want to eat something a little better today," Mos Burger's fresh vegetables and handmade warmth provide "satisfaction (experiential value)" that exceeds the price. The consistent trust in the brand, which doesn't compromise on "food quality" despite being fast food, strongly supports its favorable image.

Survey Overview

Survey Name: Brand Ranking Where Gen Z's Image Soared

Target Audience: Gen Z nationwide (18-24 years old)

Survey Period: September 2025

Survey Method: Online questionnaire survey

Valid Responses: n=300

Survey Analysis: Z-SOZOKEN (Gen Z Creativity Research Institute) (Operated by: Fiom LLC)

Usage Conditions

Please clearly state "Fiom LLC" as the source of information.

Download the Complete Survey Report (51 Pages) for Free

The content introduced here is an excerpt from the 19 categories and represents only a portion of the survey report.

The full report includes the complete "Image Soaring Ranking" for all 19 industries, including the fast food sector introduced in this release, as well as SNS, Apparel, Cosmetics, Food, Retail Stores, Cafes, Travel, EC, Education, Games, Video Distribution, Music/Theater, Finance, and Sustainability.

Furthermore, it provides a multifaceted analysis of specific brands whose image has "declined," along with the critical factors, based on Gen Z's candid opinions.

It is packed with real Gen Z insights that can be immediately applied to brand strategies and communication measures starting tomorrow.

For those even slightly interested, please download and utilize the following.

Comment from Z-SOZOKEN Director

◆ Yohei Takeshita

Director, Z-SOZOKEN (Gen Z Creativity Research Institute)

CEO, Fiom LLC

Born in 2005. Established Fiom LLC in October 2021. With a mission to maximize the creativity of Gen Z creators, the company engages in communication production and research & planning services for Gen Z, by Gen Z. Has supported a wide range of organizations, from listed companies and large corporations to SMEs, ventures, startups, and government bodies. Leverages Gen Z's creativity to provide one-stop support from upstream design to production and operation of advertising communications for Gen Z.

For Gen Z, fast food has completely evolved from "a compromise meal for cheap and quick satisfaction" to "an entertainment experience to join social media trends" or "a small luxury for which they willingly pay."

The rise of McDonald's and Burger King highlighted in this 12th Insight Summary proves that Gen Z's approach to dining out has shifted from the phase of "simply filling their stomachs" to "wanting to share in the context of buzz" or "wanting to support interesting and unique brands."

For companies to increase engagement with Gen Z, simply appealing to low prices or speed is insufficient.

Companies that can design communication deeply aligned with the target's "consumption context of information and food"—such as providing "continuous eventfulness that satisfies their content consumption desires" like McDonald's, or presenting an "edgy personality that makes you want to comment on social media" like Burger King—are the only ones that can "skyrocket" their brand image.

"Gen Z Research Menu" for Discovering Real Insights from Gen Z Members

Z-SOZOKEN offers a "Gen Z Research Menu" where Gen Z researchers directly handle projects tailored to your company's challenges, going beyond independent research.

Instead of an external observation-based research using adult standards, we achieve "synchronization of passion" as participants living in the same era as the target audience, uncovering deep psychology and contexts not visible in superficial surveys. We define the "inevitability" for your brand to be chosen by Gen Z.

【Service Plans (Excerpts)】

・Z-SOZOKEN Market Research Plan (Standard Menu)

We conduct original research reports that unravel the reality, from hypothesis formulation to quantitative surveys and qualitative interviews, and deliver them.

・Z-SOZOKEN Insight Research Plan (Standard Menu)

In addition to market research, we provide end-to-end support, including in-depth research and integrated PR support (press release distribution) to make insights widely known.

・Customized Research by Objective (Single Menu)

We propose the optimal approach according to your objectives, such as in-depth interviews, group interviews, nationwide quantitative surveys, and evaluation/improvement of existing creative from a Gen Z perspective.

Specific pricing, schedules, and deliverables for each plan are exclusively available within the service brochure. Companies facing challenges in Gen Z marketing research or customer understanding are encouraged to download the brochure from the link below for details.

For Those Struggling with Appeals to Gen Z

"Don't know how to promote food/fast food that resonates with Gen Z."

"New products don't become topics on social media and don't lead to store visits."

To all managers who felt this way after seeing the survey results.

Our company is a creative company specializing in Gen Z, composed entirely of Gen Z members.

We provide integrated, one-stop support from marketing research, strategy design, planning, production, to operation, utilizing Gen Z's unique sensibilities and perspectives.

Please feel free to contact us if you are having trouble with marketing/branding creative production for Gen Z and young people.

https://fiom-llc.studio.site/contact

About "Z-SOZOKEN (Gen Z Creativity Research Institute)"

Creating the Future with Gen Z's Creativity. A Next-Generation Think Tank Specializing in Gen Z.

"Z-SOZOKEN" is a next-generation think tank specializing in Gen Z, operated by Fiom LLC, a creative company for Gen Z. It uncovers and explores new insights through analysis from the perspective of Gen Z peers.

Gen Z members grasp and analyze the realities and values of Gen Z from various viewpoints. We explore the unknown culture of Gen Z, which leads the times, and seek new values that will carve out the future.

We provide practical marketing information that can be utilized for communication and promotion design that resonates with Gen Z, centered on empathy, from a real Gen Z perspective.

Official Website: https://z-sozoken.studio.site

About Fiom LLC

A Creative Company Specializing in Gen Z, by Gen Z

A creative company specializing in Gen Z, with all members being Gen Z.

We implement a Gen Z-centric approach based on Gen Z's creativity.

We provide execution support from upstream design to production and operation of advertising communications for Gen Z.

A creative company that leverages the sensibilities of Gen Z, who are at the forefront of the times.

Company Name: Fiom LLC
Address: Jingumae 6-23-4 Kuwano Bldg. 2F, Shibuya-ku, Tokyo
Established: October 15, 2021
Representative: Yohei Takeshita
HP: https://fiom-llc.studio.site

Inquiries Regarding This Matter

Email: info@fiomllc.com
Inquiry Form: https://fiom-llc.studio.site/contact