Fast-food giants like Chipotle and Dunkin' are doubling down on TikTok. Here are the top 7 brands winning over Gen Z customers

Irene Jiang/Business Insider/Twitter/TikTok
  • Fast-food chains like Chipotle and Dunkin’ are trying to use TikTok to win over Gen Z customers.
  • UBS ranked chains by how their total number of TikTok followers in a recent report.
  • Chipotle led the way, followed by Dunkin’ and Wendy’s.
  • Visit Business Insider’s homepage for more stories.

Fast-food chains are desperate to win over Gen Z. And, they’re going to TikTok to try and win over these younger customers.

Dunkin’ penned a deal with TikTok star Charli D’Amelio in September, launching a new drink called “The Charli.” The collaboration boosted Dunkin’ app downloads by 57% and meaningfully increased cold brew sales, according to a UBS report on Tuesday. Dunkin’ has continued to double down on TikTok, creating a “crew ambassadors” program to pay workers to post TikTok videos.


Read more:
Dunkin’s TikTok marketing strategy includes paying employees to post videos at work and it’s part of a growing trend

Chipotle was an early TikTok adopter, launching challenge campaigns to connect with customers. The McDonald’s Travis Scott meal inadvertently became a TikTok meme as customers ordered the deal by blasting Scott’s “Sicko Mode.”

“TikTok’s rapidly growing platform has proven to be a highly effective marketing tool for reaching new customers (in particular younger demographic), building a loyal base, and potentially unlocking sales growth,” UBS’s Dennis Geiger wrote in the report on restaurant chains and social media.

UBS analysed which brands were winning on TikTok. Here are the top seven, ranked by follower count as of the end of August.


1. Chipotle

Irene Jiang / Business Insider

Followers, as of August: 1.2 million


Read more:
How Chipotle became one of the highest performing brands on TikTok by dominating user challenges and partnering with influencers like David Dobrik


2. Dunkin’

Andrew Burton/Getty

Followers, as of August: 1 million


Read more:
Dunkin’s TikTok marketing strategy includes paying employees to post videos at work and it’s part of a growing trend


3. Wendy’s

AP

Followers, as of August: 809,000


4. McDonald’s

Hollis Johnson/Business Insider

Followers, as of August: 735,000


5. Burger King

Irene Jiang / Business Insider

Followers, as of August: 518,000


6. Taco Bell

Irene Jiang / Business Insider

Followers, as of August: 390,000


7. Arby’s

AP Photo/Chris O’Meara

Followers, as of August: 289,000

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