Krispy Kreme Dethrones Chick-fil-A as the Most Beloved 

American consumers have a strong attachment to their favorite brands, even fast-food franchises. How often do we order a McDonald's Egg

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McMuffin or a Taco Bell burrito for breakfast or dinner? Life often need a Starbucks venti-sized caffeine-rich drink to get through the afternoon.

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None of those chains is the reigning comfort food champion this year. MBLM's Brand Intimacy Study has identified Chick-fil-A to be Americans'

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most emotional fast-food chain for three years. But it changed drastically this year. Krispy Kreme leads this year.

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The Brand Intimacy Study examined more than 600 companies' effects on customers' nostalgia, indulgence when buying chain food, and fulfillment.

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Krispy Kreme rose to 145th overall and first in fast food this year. Costa Coffee, a British corporation with nearly 3,000 stores, and Starbucks

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placed second and third. Krispy Kreme ranked highest for nostalgia and Chick-fil-A for identity, implying that nostalgia will be big in 2023;

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restaurant-trend predictions say so. According to 1851 Franchise, four of the top five fast-food chains serve coffee or dessert.

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Krispy Kreme benefits from the ranking since brands with high intimacy ratings earn more. In Q3, net revenue rose to $377.5 million, yet the firm still planned to close

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