From McDonald’s to Applebee’s to IHOP, established chains are leaning hard into deals and limited-time bundles, all designed to bring people back through the doors. And in the short term, it’s working. Consumers facing higher grocery prices are responding to brands’ cost-conscious efforts to win them back. But these brands need to consider the long game, too. 

In today’s thriving experience economy, people don’t just choose meals; they choose meaning. Diners are seeking experiences as well as storytelling and emotional branding, rather than just meals. That’s why, in an increasingly crowded category, the brands that endure will be the ones that build emotional resonance, identity, and belonging. In other words, they’ll build fandom.

Chains and the new fandom

For a long time, restaurants have been more than a place to eat. In fact, back when our brand Chain was first founded by writer/actor B.J. Novak, Michelin-starred chef Timothy Hollingsworth and others, it wasn’t just in recognition of their personal nostalgia for chain restaurants. It was because they saw how these restaurants were part of a shared cultural memory – and wanted to partner with them to create immersive experiences, elevated fast food favorites, and collectibles that honor the special place that these chains hold in many people’s hearts. 

Afterall, the great chains of the past built brands that felt like part of our lives. They became cultural touchstones, not just conveniences. Take Cracker Barrel, for example. It’s not just a roadside stop; it’s an experience, a symbol of a certain kind of Americana. Regardless of which side of the debate you sit on over their rebrand, what is clear is that there was an emotional reaction to the change, that’s fandom.

And that’s the thing: chains are fandoms. In the public consciousness, they function less like restaurants and more like sports teams, built on loyalty, ritual, and pride. People don’t just eat at Chick-fil-A or In-N-Out; they root for them. They wear the merch, quote the slogans, and defend their favorites. That’s less about hunger; and more about identity.

Fandom also isn’t confined to one demographic, class or generation. It’s a universal human behavior. Everyone desires to connect deeply with something they love and to share that connection with others. In many ways, fandom creates rare common ground. It’s one of the few spaces where people of different backgrounds and ages can participate in the same cultural experience, each in their own way. 

Some of these chains – Taco Bell, Red Lobster, Raising Canes – are resonating with consumers not just through menu innovation but through cultural fluency; turning everyday meals into moments that feel plugged into the broader cultural conversation. These brands understand that the product is only part of the story; what matters just as much is how people feel being seen and spoken to by it. 

Building a better brand experience

Brand-building and fandom-building are the same craft: storytelling, symbolism, and shared experience. The best chains know how to bridge that gap and make you feel that choosing them says something about who you are.

For storytelling, it begins with a clear, well-defined brand. The brand must be understood deeply – its mission, values, and personality. From there, the storytelling becomes an extension of that identity: consistent, intentional, and layered with meaning. That was the strategy when we helped amplify Pizza Hut’s own storytelling around its personalized approach by teaming with Jimmy Fallon to launch “Jimmy’s Personal Pan Pizza”, with pizzas cooked for customers by Jimmy himself. Experiences like these have shown that the best fast-casual brands tell stories that reinforce their DNA while leaving space for evolution, recognizing that today’s brand building is more about cultivating an ongoing relationship with the audience.

Symbolism – or brand codes – also plays a crucial role in building fandom in the space. These are the recognizable elements, rituals, or moments that help fans feel ownership and identity within the brand’s universe. The key is understanding what those distinctive elements mean to the audience and cultivating them into a narrative that feels alive and participatory.  For example, Red Lobster’s partnership with the latest movie in the I Know What You Did Last Summer series organically incorporated iconography of the film for a special “Dread Lobster” menu. . Also, social listening is vital: noticing what people gravitate toward, how they engage, and what they celebrate. A modern brand lives and breathes, becoming a dynamic, ongoing conversation rather than a fixed identity.

Lastly, creating a meaningful shared food experience begins with designing for different levels of engagement – what some refer to as “skimmers, swimmers, and divers.” The aim is to offer something rewarding for those who are just observing, those who engage casually, and those who are deeply invested. It’s important to recognize that participation doesn’t always look the same; even a “superfan” might prefer to observe rather than lead engagement.  That’s why we knew an intimate sit down experience was the perfect solution for Chicago dog icon Portillo’s — giving fans in NYC, Chicago, and LA a place to gather and participate at their own pace. Successful fandom experiences create layered opportunities for connection so everyone feels seen and included, regardless of their preferred level of participation.

Chains need to acknowledge that while deals might drive traffic this quarter, long-term success will depend on something deeper. That takes rekindling the emotional connection that made people proud to be “Team Waffle House” or “Team Culver’s” in the first place.

In the end, we all don’t just crave cheap meals; we crave meaning. And the next great chapter of chain dining will not be defined by who offers the lowest price, but by who can make belonging feel worth paying for again.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.