ChangeUp, a brand strategy and retail design agency, has released its first Experience Report, a study ranking the top 50 retail and restaurant brands based on how well they resonate with customers through experience.
As rising costs, shifting expectations and new channels of convenience redefine what value means, the 2025 ChangeUp Experience Report offers a new benchmark for how brands can build lasting emotional connections that drive loyalty and growth.
“Experience has become the new competitive frontier,” said Lee Carpenter, CEO at ChangeUp. “We created the Experience Report to go beyond traditional metrics because success is no longer measured by what a brand sells but by how it makes people feel.”
The report focuses on brands that have physical experiences as key to their business. Drawing on insights from 6,000 consumers, 200 brands and more than 300,000 data points, the report combines large-scale survey findings with AI-powered sentiment analysis of customer reviews and online conversations. The result is a comprehensive, data-driven view of brand resonance across eight key dimensions of experience, grounded in ChangeUp’s proprietary framework.
The Top 50 brands showcase how experience translates into competitive advantage. Texas grocer H-E-B takes the No. 1 spot for its blend of community connection and everyday delight, while In-N-Out Burger ranks highest among restaurants by turning simplicity into a cult-worthy experience.
The report also offers actionable insights to help any brand uncover opportunities, close competitive gaps and protect its strengths.
“This is more than a ranking. It’s a barometer of how well brands are meeting rising expectations and a guide for those ready to seize the competitive advantage that only great experiences can deliver,” Carpenter said.
The 2025 ChangeUp Experience Report is available for download at changeupinc.com/experience-report-2025.
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