The news: Burger King parent Restaurant Brands International (RBI) has seen no notable shifts in consumer behavior over the last few quarters, CEO Josh Kobza told CNBC. That suggests the company has been able to maintain—and even increase—brand desirability even as many consumers reduce restaurant spending.

How we got here: RBI’s resilience reflects the successful turnaround at Burger King, where US comparable sales rose by 8.4% YoY in Q3 2026. The brand reclaimed its position as the second-largest burger chain this summer; while it remains a distant second to McDonald’s, it made progress engaging customers and giving them a reason to visit.

Burger King’s efforts to improve food quality and restaurant experience, coupled with marketing that acknowledges prior missteps and invites customers to weigh in, have enabled the brand to gain mind and dollar share. Seventy-eight percent of consumers currently include Burger King in their consideration set, up from 70% three years ago, executives said on RBI’s earnings call. Still, the company says there’s more progress to be made: Only around 60% of Burger King restaurants have been remodeled, and the chain plans added improvements to its menu and operations.

Zoom out: Chipotle offers another lesson in how restaurant brands can attract diners in times of uncertainty. CEO Scott Boatwright noted that lower-income consumers outperformed higher-income cohorts at its restaurants for the first time this year in Q3, even during times when promotions were at their lowest point.

The company credited that momentum to its creative partnerships, including one with Cardi B promoting its new Chili Lime Chips and its 100 Creators campaign, which gave creators free rein to document operations at over 50 restaurants across the US, UK, and Canada. Chipotle also pointed to menu innovation as a way to attract customers, increase ticket size, and make the chain a more exciting place to visit.

Implications for restaurants: Burger King and Chipotle are drawing diners despite a difficult environment for restaurant spending, showing that savvy marketing and a tight focus on delivering a superior experience that feels worth the cost of dining out can work. With 57% of US adults ranking food quality as a leading disappointment driver following recent restaurant visits, per a McKinsey survey, the two QSR chains’ focus on menu quality has helped improve their value perception and win over diners across income levels.