QSR marketing now runs through the app

US restaurant and foodservice sales are forecast to reach $1.55 trillion in 2026, and the counter has moved into the pocket: Domino’s now takes more than 85% of US retail sales through digital channels, Yum! Brands’ digital mix is nearly 60%, and McDonald’s loyalty members generated some $30 billion in systemwide sales in 2024 — all company-reported. When the app becomes the brand’s front door, media, menu and loyalty compete for the same investment across markets and franchisees. VA helps QSR leaders govern that system as one — roster, production, adaptation and media under a single operating model, with every dollar accountable.