The report, which analyzed over 400,000 data points from more than 6,500 consumers, assessed brands across eight dimensions, including memorability, return intent, and relevance. While Costco reclaimed the lead in the retail category—surpassing last year's top-ranked H-E-B—In-N-Out maintained its dominance in the restaurant sector for the second consecutive year, followed by Texas Roadhouse.

Lee Carpenter, CEO of ChangeUp, noted that modern consumers are becoming increasingly selective, demanding unique value that is difficult to replicate. According to the data, top-performing brands like Fleet Feet, Chick-fil-A, and Playa Bowls succeed by transforming routine transactions into signature experiences. The findings suggest that static business models are losing ground as competitors innovate to remain relevant, proving that maintaining past successes is no longer sufficient to retain customer loyalty in an environment where expectations for physical storefronts continue to rise.