McDonald’s continues to dominate the fast-food industry in the United States, with recent data from Numerator showing that nearly nine out of 10 U.S. households have visited the fast-food giant at least once in the past year. This massive reach makes McDonald’s the most visited restaurant chain in the country, further solidifying its status as an American staple.
An Unmatched Reach in American Homes
According to Numerator’s data, 87% of American households made a trip to McDonald’s from June 30, 2023 to June 30, 2024. This is the highest penetration rate of any restaurant chain in the United States.
What’s even more striking is the frequency of visits — McDonald’s customers visited an average of 54 times over the course of the year. However, despite the high number of visits, the average customer spent only $461 annually at the chain, indicating that each visit accounted for relatively low-cost purchases.
McDonald’s broad appeal spans across demographics, attracting both loyal customers and casual visitors who come for its convenience, affordability and familiarity. Whether it’s for a quick snack, a family meal or just a reliable option when time is tight, McDonald’s continues to be a go-to choice for many Americans.
McDonald’s customers made an average of 54 visits in the past year. | Source: McDonald’s Chicago Facebook page
How Other Fast-Food Chains Stack Up
While McDonald’s reigns supreme, other fast-food chains are also gaining significant traction. Starbucks, for example, saw two-thirds of American households visit in the past year. The coffee giant’s customer base tends to be more affluent, with high-income, urban Gen Xers making up a significant portion of its clientele. Despite this, Starbucks has faced some sales struggles, raising questions about the shifting dynamics in the coffeehouse segment.
Chipotle, on the other hand, draws in a younger, more diverse crowd. The fast-casual Mexican chain is particularly popular among Gen Z, with Numerator reporting that its customers are 43% more likely to belong to this generation. Chipotle patrons are also more likely to live in urban areas and are 44% more likely to be Black, reflecting the brand’s appeal to younger, diverse consumers.
In contrast, Subway, with its vast network of over 20,000 U.S. locations, has a strong presence in rural areas. Numerator’s data indicates that Subway’s customers are 18% more likely to reside in smaller towns, giving the sandwich chain a unique foothold in rural America.
Dunkin’ has also carved out its niche, with its customers dedicating a notable 14% of their spending to restaurants overall. While it’s unclear how much of that expenditure is spent at Dunkin’ itself, the coffee and donut chain clearly holds a special place in the dining habits of its loyal patrons.
See also: Places That Hire at 16 in the Restaurant Industry
Why Americans Love Fast Food
Numerator’s data underscores the ongoing love affair between Americans and fast food, particularly McDonald’s. Convenience is a major factor — fast food fits seamlessly into the fast-paced, on-the-go lifestyle of many Americans. It’s quick, affordable and reliable, making it an attractive option for busy individuals and families.
Fast food also offers a wide variety of choices, catering to a diverse range of tastes. Whether you’re craving a classic burger, a healthier salad or a plant-based option, there’s something for everyone on the menu. For many, it’s not just about grabbing a meal — it’s a cultural experience tied to moments of relaxation, family outings or simply a reliable option when time is short.
However, while fast food’s convenience and affordability are undeniable, it’s important to recognize that it’s not always the healthiest option. Many fast-food chains, including McDonald’s, have made strides toward offering more balanced and nutritious choices, but the indulgent nature of much of the food still plays a large role in its appeal.
As Americans continue to enjoy the convenience of fast food, balancing these choices with a mindful approach to health is becoming more important.
One of McDonalds’ healthy meals under 600 kcal | Source: McDonald’s
Ultimately, fast food is ingrained in the American lifestyle. It’s accessible, affordable and consistently satisfies a wide range of preferences, even as consumers become more health-conscious in their dining decisions.
Featured image credit: McDonald’s Sun City Center, FL Facebook page
