Ollie’s Bargain Outlet tops Yelp’s 50 fastest-growing brands list
Value-driven brands are among the fastest-growing brands in the U.S. as Americans prioritize affordability without sacrificing quality.
That’s according to Yelp’s second annual “Fastest Growing Brands” report, which reveals the 50 restaurant and retail brands based on the most rapid growth in consumer interest and business expansion during the past year. Ollie’s Bargain Outlet takes the No. 1 spot, with a whopping 212% increase in consumer interest and 25 new store openings in 2024. (For a more complete list, see end of article.)
The shift in consumer interest toward value isn’t just affecting Ollie’s, noted Yelp. Compared to 2024, there was saw significant growth in Yelp searches for discount stores (up 46%), (dollar stores (up 82%) and outlets (up 18%).
After Ollies, the four-fastest growing brands were Dollar Tree (24% increase in consumer interest). HomeGoods (38% increase), Rally House (43% increase) and Nothing Bundt Cakes (32% increase).
Yelp review sentiment data showed that Ollie's, Dollar Tree and Home Goods were praised for their affordability and customer service. Ollie's, in particular, stood out for the courtesy of its staff, which has become a hallmark of the brand’s identity. This focus on customer experience, coupled with competitive pricing, has generated substantial consumer enthusiasm and loyalty.
In addition to value retailers, restaurants and grocery stores known for their affordability are well-represented on the list. Fast-food chains on the list, such as McDonald’s (#25) and Taco Bell (#33), and supermarkets such as Grocery Outlet (#29) and Piggly Wiggly (#35) demonstrate that diners and shoppers are increasingly searching for everyday value, noted Yelp.
“Compared to 2024, we saw increases in searches for fast food (up 14%), cheap food (up 18%), and kids menus (up 51%), further reflecting how consumers are prioritizing value in their everyday food choices,” the report stated.
In addition to the fastest-growing brands overall, the list broke down the brands by category. The top 10 fastest-growing shopping brands were:
- Ollie’s Bargain Outlet
- Dollar Tree
- HomeGoods
- Rally House
- Ace Hardware
- Costco Wholesale Corp.
- TJ Maxx
- Marshalls
- H-E-B
- Grocery Outlet
In the restaurant category, Jersey Mike’s Subs came out on top, followed by BB.Q Chicken, Panda Express and Culver’s.
Here are Yelp’s top 30 fastest-growing brands:
Top 30 Fastest-Growing Brands
- Ollie’s Bargain Outlet
- Dollar Tree
- HomeGoods
- Rally House
- Nothing Bundt Cakes
- Jersey Mike’s Subs
- BB.Q Chicken
- Panda Express
- Culver’s
- Scooter’s Coffee
- Popeyes Louisiana Kitchen
- LongHorn Steakhouse
- The Habit Burger & Grill
- Olive Garden
- Ace Hardware
- Costco Wholesale Corp.
- Godfather’s Pizza
- TJ Maxx
- Domino’s Pizza
- Jimmy John’s
- L&L Hawaiian Barbecue
- Marshalls
- 7 Brew Coffee
- Playa Bowls
- McDonald’s
- H-E-B
- Del Taco
- Dave’s Hot Chicken
- Grocery Outlet
- Cold Stone Creamery
For a more complete list, click here
Methodology
To identify the Fastest Growing Brands, Yelp’s science team ranked brands using a blended metric including net new business openings, consumer interest, and searches on Yelp in 2024 compared to 2023. These metrics were then weighted.
Net new business openings: Yelp measures net new business openings by considering new business openings and net closures in relation to the total number of locations in 2024 compared to 2023. To be considered, a brand must have at least five openings in 2024, and more openings than closures.
Consumer interest: Yelp measures consumer interest by looking at select actions users take in connection with businesses on Yelp, including viewing business pages or posting photos or reviews. For this report, Yelp measured consumer interest in 2024 compared to 2023.
Searches: Yelp measures the number of total searches for a brand in 2024 compared to 2023, as well as the brand’s share of category searches. Searches are based on consumer search queries where a given brand was a suggested result.
