Costco and In-N-Out Shine in ChangeUp's 2026 Experience Report for Customer Engagement
In a revealing analysis of retail and restaurant experiences, Costco and In-N-Out have emerged as frontrunners in ChangeUp's second annual Experience Report, which highlights the brands that most resonate with consumers. Released on September 29, 2026, this report is a valuable resource for brands, providing insights into customer experiences across multiple dimensions.
ChangeUp, a prestigious brand strategy and retail design agency based in Dayton, Ohio, surveyed over 6,500 consumers interacting with more than 300 brands. The research encompasses over 400,000 data points, collected through extensive survey research and advanced sentiment analysis of online reviews and conversations. This methodology allows ChangeUp to gauge how consumers feel about their everyday brand experiences.
This year's report uniquely separates the Top 50 retail brands from the Top 50 restaurant brands. In the retail category, Costco has dethroned H-E-B, which now ranks second. Conversely, In-N-Out has successfully retained its number one position in the restaurant category, followed closely by Texas Roadhouse.
The evaluation criteria focused on eight critical aspects, measuring how memorable, relevant, and irreplaceable a brand's experience is, as well as the likelihood of customers returning or recommending those brands. These dimensions include Memorability, Staleness, Return Intent, Unprompted Visit Desire, Advocacy, Novelty, Substitutability, and Relevance.
Lee Carpenter, CEO of ChangeUp, commented on the findings, emphasizing that consumers are still willing to invest in experiences. However, as they become increasingly selective, they expect more from their visits. He noted, “Every trip carries more expectation; people are taking fewer trips but demanding more from the experiences they choose.” The leading brands not only provide something memorable but also cultivate a reason for customers to visit and cherish those experiences.
In terms of overall performance, top-ranking brands excel across various dimensions, not just singularly. For instance, Costco and H-E-B outperformed the average retail brand on nearly all metrics. In the restaurant sector, In-N-Out, Chick-fil-A, Playa Bowls, and Texas Roadhouse have successfully created unique experiences that customers cherish and discuss.
Looking within the report, several sections stand out:
1. The Top 100 Brands: An exclusive list showcasing the top retail and restaurant brands based on consumer engagement.
2. Emerging Players: Examination of brands like Playa Bowls, Dutch Bros, and Buc-ee's, which have garnered enough consumer interest to earn visits alongside established giants such as Costco and In-N-Out.
3. Experiences Under Pressure: Insights into how trends like pickup, delivery, and curbside services are reshaping the importance of physical storefronts, along with strategies brands can implement to enhance in-store visits.
4. Defining the Leaders: An analysis of the eight dimensions that set industry leaders apart, outlining the significance of creating memorable and relevant customer interactions.
5. Strategic Takeaways: Practical advice for brands on how to safeguard existing strengths while addressing hidden weaknesses that might be impacting business performance.
Carpenter further elaborated on the competitive landscape, noting, “Brands can maintain the same offerings year after year and still fall behind if surrounding experiences improve.” He asserts that staying relevant requires more than just safeguarding past successes; brands must continually innovate and provide compelling reasons for customers to choose them.
For brands aiming to understand and enhance their customer interactions, the full ChangeUp 2026 Experience Report is available for download at changeupinc.com/experience-report-2026. This in-depth analysis serves as a guide to fostering meaningful engagements at the intersection of brand strategies and consumer experiences.
ChangeUp stands at the forefront of retail design and brand strategy, focusing on the moments that create impactful customer interactions. With a diverse client roster, including major brands such as Chick-fil-A and Panera Bread, ChangeUp remains committed to developing experiences that drive change through strategic insights and innovative design.
ChangeUp, a prestigious brand strategy and retail design agency based in Dayton, Ohio, surveyed over 6,500 consumers interacting with more than 300 brands. The research encompasses over 400,000 data points, collected through extensive survey research and advanced sentiment analysis of online reviews and conversations. This methodology allows ChangeUp to gauge how consumers feel about their everyday brand experiences.
This year's report uniquely separates the Top 50 retail brands from the Top 50 restaurant brands. In the retail category, Costco has dethroned H-E-B, which now ranks second. Conversely, In-N-Out has successfully retained its number one position in the restaurant category, followed closely by Texas Roadhouse.
The evaluation criteria focused on eight critical aspects, measuring how memorable, relevant, and irreplaceable a brand's experience is, as well as the likelihood of customers returning or recommending those brands. These dimensions include Memorability, Staleness, Return Intent, Unprompted Visit Desire, Advocacy, Novelty, Substitutability, and Relevance.
Lee Carpenter, CEO of ChangeUp, commented on the findings, emphasizing that consumers are still willing to invest in experiences. However, as they become increasingly selective, they expect more from their visits. He noted, “Every trip carries more expectation; people are taking fewer trips but demanding more from the experiences they choose.” The leading brands not only provide something memorable but also cultivate a reason for customers to visit and cherish those experiences.
In terms of overall performance, top-ranking brands excel across various dimensions, not just singularly. For instance, Costco and H-E-B outperformed the average retail brand on nearly all metrics. In the restaurant sector, In-N-Out, Chick-fil-A, Playa Bowls, and Texas Roadhouse have successfully created unique experiences that customers cherish and discuss.
Looking within the report, several sections stand out:
1. The Top 100 Brands: An exclusive list showcasing the top retail and restaurant brands based on consumer engagement.
2. Emerging Players: Examination of brands like Playa Bowls, Dutch Bros, and Buc-ee's, which have garnered enough consumer interest to earn visits alongside established giants such as Costco and In-N-Out.
3. Experiences Under Pressure: Insights into how trends like pickup, delivery, and curbside services are reshaping the importance of physical storefronts, along with strategies brands can implement to enhance in-store visits.
4. Defining the Leaders: An analysis of the eight dimensions that set industry leaders apart, outlining the significance of creating memorable and relevant customer interactions.
5. Strategic Takeaways: Practical advice for brands on how to safeguard existing strengths while addressing hidden weaknesses that might be impacting business performance.
Carpenter further elaborated on the competitive landscape, noting, “Brands can maintain the same offerings year after year and still fall behind if surrounding experiences improve.” He asserts that staying relevant requires more than just safeguarding past successes; brands must continually innovate and provide compelling reasons for customers to choose them.
For brands aiming to understand and enhance their customer interactions, the full ChangeUp 2026 Experience Report is available for download at changeupinc.com/experience-report-2026. This in-depth analysis serves as a guide to fostering meaningful engagements at the intersection of brand strategies and consumer experiences.
ChangeUp stands at the forefront of retail design and brand strategy, focusing on the moments that create impactful customer interactions. With a diverse client roster, including major brands such as Chick-fil-A and Panera Bread, ChangeUp remains committed to developing experiences that drive change through strategic insights and innovative design.
Topics Consumer Products & Retail）
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