Yelp Data Reveals the Top 50 Fastest Growing Brands of 2025

As part of Yelp’s ongoing dedication to elevating great businesses, we are excited to introduce Yelp’s second annual list of the top 50 Fastest Growing Brands, spotlighting the companies that have executed successful growth strategies over the past year. While the businesses on the list range from regional favorites to public companies, they’re all expanding their footprint and influence across the nation rapidly, according to both business growth and consumer demand metrics on Yelp.

After years of high inflation, this year, the focus shifts from challenger brands to value brands—including restaurants, retailers, and food businesses that provide exceptional value for their goods. Nearly half (46%) of the businesses on the list offer value meals or menus, or are retailers otherwise known for their affordability, compared to only 18% of brands on last year’s list. This shift underscores a broader consumer trend of prioritizing cost-effective options without compromising on quality, a sentiment echoed across Yelp reviews.

*Yelp ranked brands based on net business openings, consumer interest, and searches. Read about the methodology here

Ollie’s Bargain Outlet leads value-oriented growth surge

This year’s list is topped by Ollie’s Bargain Outlet, an American chain of discount stores with 558 stores across 31 states. Founded in 1982 in Mechanicsburg, Pennsylvania, the business is known for its quirky branding and for selling bulk items from brand stores at low prices. The bargain outlet created a robust rewards program to foster customer loyalty, and recently made headlines for acquiring defunct Big Lots stores. According to Yelp data, Ollie’s saw a whopping 212% growth in consumer interest, as it opened 25 new locations in 2024.

This shift in consumer interest toward value isn’t just affecting Ollie’s. Compared to 2024, we saw significant growth in Yelp searches for discount stores (up 46%), dollar stores (up 82%) and outlets (up 18%). Yelp review sentiment data showed that Ollie's, Dollar Tree (no. 2), and HomeGoods (no. 3) were praised for their affordability and customer service. Ollie's, in particular, stood out for the courtesy of its staff, which has become a hallmark of the brand’s identity. This focus on customer experience, coupled with competitive pricing, has generated substantial consumer enthusiasm and loyalty.

In addition to value retailers, restaurants and grocery stores known for their affordability are well-represented on the list. Fast food chains on the list, like McDonald’s (no. 25) and Taco Bell (no. 33), and supermarkets like Grocery Outlet (no. 29) and Piggly Wiggly (no. 35) demonstrate that diners and shoppers are increasingly searching for everyday value. Compared to 2024, we saw increases in searches for fast food (up 14%), cheap food (up 18%), and kids menus (up 51%), further reflecting how consumers are prioritizing value in their everyday food choices. Additionally, over half of the brands on this year’s list are new (27) compared to last year, highlighting the dynamic nature of consumer preferences.

Dive into the full list of the fastest growing brands:

*Read about the methodology here

Value brands finding success in today's market is a testament to shifting consumer needs to reduce spending on everyday goods. By focusing on both affordability and quality, these brands are successfully meeting the evolving needs of their customers. We anticipate value meals and menus will continue to be popular this year among restaurants, and retailers will look for more ways to lower prices and drive consumers in-store.

— Kadecia Ber, Yelp’s advertising trends expert and sr. director, campaign strategy

The fastest growing brands reveal insights into food and retail trends

Breakfast brands rise and shine

Breakfast is back in a big way, capturing the hearts and stomachs of Americans nationwide. Driven by a surge in interest for coffee brands, Scooter's Coffee (no. 10), 7 Brew Coffee (no. 23), Caribou Coffee (no. 32) and Starbucks (no. 43) are leading the charge, with grab-and-go breakfast becoming an everyday necessity. Waffle House (no. 36), IHOP (no. 41), and Denny's (no. 42), known for their all-day breakfast menus, have capitalized on this demand by expanding their offerings. Yelp searches for national brands within the coffee and bakeries categories increased by 128% and 137%, making them the top two fastest growing categories of 2024, respectively. Overall searches for breakfast and brunch on Yelp also increased 142%.

*Read about the methodology here

Familiar flavors help Americans savor the past

Consumers are returning to the comfort of familiar food brands they know and love. Brands such as Domino’s Pizza (no. 19), McDonald's, Taco Bell, Starbucks and Cinnabon (no. 48) are experiencing a resurgence. These businesses have successfully adapted to changing consumer preferences by introducing value options and new menu additions, but for many, their offerings remain rooted in the flavors consumers grew up with. McDonald's and Taco Bell, for instance, have leveraged their fanbases and brand recognition to maintain consumer demand and drive business growth. In fact, Starbucks recently made headlines for their “Back to Starbucks” initiative–returning to the magic of a local coffee shop for the now-nationwide brand. This trend highlights a broader cultural shift towards nostalgia, where consumers find comfort in the familiar, especially when it comes to food.

Americans indulge their sweet tooth

Treat culture proves its staying power, with brands like Nothing Bundt Cakes (no. 5), Cold Stone Creamery (no. 30), and Cinnabon thriving. According to Yelp data, Nothing Bundt Cakes received the highest sentiment score for taste among the top 10 brands we reviewed, indicating that Americans are sharing their love for sweets in Yelp reviews. Additionally, Cinnabon and Cold Stone Creamery adeptly marketed integrations with other brands like Warheads and the film Despicable Me 4, which may have led to increased interest in the businesses. Consumer searches for national businesses in the ice cream category also increased significantly last year, growing 137% over the year prior, alongside searches for desserts, which grew 107%.

Regional and state favorites capture local tastes

To gain a deeper understanding of the businesses fueling growth across the United States, we analyzed Yelp data to identify the fastest growing brands by region. In the fast-paced Northeast, fast-casual dining dominates, with businesses like Dave’s Hot Chicken (no. 28), 7 Brew Coffee, and BB.Q Chicken (no. 7), capturing the rising consumer demand for quick, satisfying meals that accommodate busy lifestyles.

In the South, two things stand out: a love for chicken and coffee. Dave’s Hot Chicken and BB.Q Chicken bring both fiery and sweet flavors to chicken-lovers, while Caribou Coffee and Scooter’s Coffee keep them comfortably caffeinated. Out West, retailers take the lead, with specialty sports gear provider Rally House (no. 4) catering to football and basketball fans seeking their local teams’ apparel and Dollar Tree alleviating cost-of-living pressures with affordable goods. The Midwest mirrors this retail growth, with Rally House as the region’s fastest growing brand, and the top overall fastest growing brand, Ollie’s Bargain Outlet, making significant strides within America’s Heartland.

*Read about the methodology here

Dollar Tree and Ace Hardware (no. 15) stood out by appearing in the top five fastest growing brands in the most states – 23 states for Dollar Tree and 20 states for Ace Hardware. These businesses illustrate the consumer shift toward value and the rise of home services, catering their offerings to both DIYers and service pros.

*Read about the methodology here

This report underscores the importance of understanding consumer trends and adapting to meet their needs. Brands can use these insights to strategize and grow in a competitive market. For more information on how to leverage Yelp's data for your brand, visit Yelp for Brands.

- Nolan Russell contributed to this report.

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