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The following is a snapshot of US Quick-Service Restaurant (QSR) trends for January 2026.
Note: Trends may vary slightly depending on data availability at the time of reporting.
| Metric | YOY Change |
|---|---|
| Net Sales | +0.6% |
| Traffic | -2.4% |
| Average Price | 0.0% |
As the QSR industry continues to evolve and differentiate, we’ve updated how we calculate performance trends to better reflect what brands are seeing on the ground.
What changed: RMS now reports trends using average brand performance, with each brand weighted equally rather than aggregating by individual locations.
Why: This approach surfaces true performance differences across the industry, so innovative and fast-growing brands aren’t masked by the scale of mega-chains, while still representing the full QSR landscape. All historical data has been aligned to this method.
Every menu has hidden profit. Price Studio shows you exactly where, item by item and store by store. With RMS pricing experts behind every recommendation, you can make smarter price changes that grow margin without driving guests away.
In January 2026, U.S. QSR net sales grew +0.6% YOY, indicating a return to positive territory. While performance remains modest compared with early 2025, the rebound suggests that brands taking a more strategic, data-driven approach to pricing are seeing improved results.
The shaded area shows the range of net sales variation around the average.
Traffic declined -2.4% YOY in January 2026, compared to a +0.9% increase last January. While still in negative territory, average brand traffic has been trending upward since November 2025.
The shaded area shows the range of traffic variation around the average.
In January 2026, fast-food brands saw a 0.0% YOY price change, but that doesn’t mean pricing activity has stalled. What it signals instead is a market rebalancing. Brands are shifting from broad-based price increases to more strategic moves: selectively increasing prices on certain items while simultaneously investing in value platforms. At the same time, customers are adapting their behavior, trading down to lower-priced options and leaning into promotions.
The result? A pricing environment defined less by across-the-board increases and more by precision, segmentation and value perception.
The shaded area shows the range of price variation around the average.
While traffic and pricing trends continue to evolve month to month, one longer-term shift is becoming harder to ignore: nutrition is increasingly influencing how and where consumers choose to dine. Here are three key takeaways from RMS’ latest consumer report:
Across restaurant visits, diners are actively seeking protein-forward options that are functional and worth the spend. Protein demand spans generations and occasions, making it a reliable lever for both menu design and pricing strategy.
While protein delivers quick wins, fiber is quickly emerging as a high-impact menu driver. Those seeking fiber show greater willingness to switch restaurants when benefits are clearly communicated. High-fiber meals are an opportunity to stand out as health-driven behaviors expand.
More than any other generation, Millennials are driving demand for both protein and fiber, and they are willing to pay more for these items. Their influence is especially strong across dinner, digital ordering and brand switching behavior.
What this means for operators: Protein and fiber are no longer niche trends, they are on-going demand drivers. Brands that start testing messaging, pricing and menu placement now will be better positioned as nutrition expectations continue to shape restaurant dining behavior.
Many restaurants are searching for growth, but the winners in 2026 will focus on precision, not price cuts. Our latest blog outlines five data-driven moves operators can use to bring guests back more often while protecting margins. Find actionable strategies.
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