Key stat: Taco Bell's app reached 17.2 million US unique visitors in March 2026, up from 14.8 million a year earlier and overtaking Domino's as the second most-visited fast food app behind McDonald's, according to a May 2026 Comscore report.

Beyond the chart:

• Loyalty members are doing the heavy lifting for QSR app traffic. QSR loyalty transactions rose nearly 30% YoY in 2025 while anonymous transactions fell 6.7%, according to PAR Technology's 2026 QSR Operational Index report.
• Meanwhile, value-seeking is funneling more diners onto QSR apps in the first place. Some 44% of lower-income US fast-food consumers have curbed eating out, per YouGov, making mobile order deals and loyalty rewards a critical traffic tool.

Use this chart: Drop this in your QBR when making the case for mobile app investment. Taco Bell and Subway are growing app traffic while most rivals lose users. Show clients how app engagement varies wildly by brand, and benchmark your retention against the few growing players.

Related EMARKETER reports:

• Retail Mobile App Shopping 2026 (EMARKETER subscription required)
• 3 Industries Waiting in Commerce Media's Wings (EMARKETER subscription required)

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.