Costco and In-N-Out Burger Topped 2026 Rankings

The brands secured the top spots in the second annual Experience Report from ChangeUp.

Updated on Sept. 29, 2026 in Dining Out

Costco and In-N-Out Burger secured the top rankings in ChangeUp's 2026 Experience Report, excelling in consistent physical consumer engagement. AI Illustration. Upload story photo >

Live Poll

Do you prioritize brands that offer a unique in-person experience over convenience-only shopping options?

In 2026, Costco and In-N-Out Burger earned the highest rankings in ChangeUp's second annual Experience Report. The study evaluated 100 retail and restaurant brands across the United States to identify industry leaders.

Why it matters

The top-performing brands in this study distinguished themselves through consistent performance across eight experience dimensions. This approach suggests that long-term consumer loyalty is built through balanced engagement rather than relying on a single standout factor.

The report analyzed 100 brands across eight dimensions of experience, including memorability and return intent. Following the leaders, H-E-B and Fleet Feet ranked second and third in retail, while Texas Roadhouse and Playa Bowls took those spots for restaurants.

The players

Costco

This membership-only warehouse club operates an international chain of big-box retail stores.

In-N-Out Burger

This regional chain of fast-food restaurants is known for its limited menu and cult-like following.

ChangeUp

This agency specializes in brand strategy and design, producing annual reports on consumer experience.

H-E-B

This privately held supermarket chain is based in Texas and maintains a large presence in the state.

The details

The report ranks brands based on their ability to create physical experiences that resonate with consumers. Costco showed notable year-over-year improvement in advocacy and novelty, marking a shift in its standing compared to 2025.

The ChangeUp Experience Report was released in 2026.
H-E-B held the top retail spot during 2025.

Culture Shift

The study highlights a movement toward holistic brand engagement, where physical presence and consistent service outweigh singular gimmicks. This reflects a broader trend where shoppers increasingly favor retailers that provide stable, multifaceted experiences over purely transactional ones.

Consumers can expect these top-rated brands to continue refining their in-store and restaurant layouts to maintain high satisfaction levels. These rankings provide shoppers with a clearer understanding of which chains are currently investing most heavily in customer service quality.

The takeaway

Consistent operational performance remains the most effective strategy for brands aiming to secure long-term customer advocacy. Consumers may find that prioritizing retailers with high experience ratings leads to more reliable and satisfying shopping or dining outcomes.