How popular isSalt & Straw?
In September 2026, people searched for Salt & Straw by name about 201,000 times in the United States, a 33.2% decrease from the previous year. These searches made up 2.8% of all United States ice cream chain searches, placing Salt & Straw fourth out of eight chains. When we asked both ChatGPT and Google AI Overviews about ice cream chains, Salt & Straw appeared in two of the four answers and was the second most recommended of the eight.
Salt & Straw is the fourth most searched of 8 competitors and the second most recommended in AI answers.
Dairy QueenShare of searches 46.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
Cold Stone CreameryShare of searches 23.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
Baskin-RobbinsShare of searches 21%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
Salt & StrawShare of searches 2.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd- Culver'sShare of searches 2.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th
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Top ice cream chains in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Salt & Straw was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Salt & Straw is the second most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Cold Stone Creamery3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Handel's3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Salt & Straw2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Culver's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Jeni's Splendid Ice Creams2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Dairy Queen1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Baskin-Robbins1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Marble Slab Creamery0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about ice cream chains
4 answers
Asked ChatGPT
“What's the best ice cream chain in the US?”
Asked ChatGPT
“Which ice cream shop chain in the US has the best ice cream?”
Asked ChatGPT
“What are the most popular ice cream chains in the US?”
Searched Google, AI Overview
“ice cream shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“soft serve”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 23, 2026.
Which ice cream chains compete with Salt & Straw?
Share of searches by month for Dairy Queen, Cold Stone Creamery, Baskin-Robbins, Salt & Straw, Culver's, Handel's. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dairy Queen | Cold Stone Creamery | Baskin-Robbins | Salt & Straw | Culver's | Handel's | Marble Slab Creamery | Jeni's Splendid Ice Creams |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 48.3% | 24.1% | 17.6% | 4.3% | 2.5% | 2% | 0.58% | 0.56% |
| Nov 2025 | 44.1% | 22.1% | 24.1% | 4% | 2.2% | 2.3% | 0.65% | 0.52% |
| Dec 2025 | 46.4% | 23.2% | 20.7% | 4.2% | 1.9% | 2.4% | 0.69% | 0.55% |
| Jan 2026 | 50% | 22.3% | 18.2% | 3.7% | 2.5% | 2.1% | 0.6% | 0.49% |
| Feb 2026 | 50.4% | 22.5% | 18.3% | 3% | 2.5% | 2.1% | 0.61% | 0.49% |
| Mar 2026 | 51.8% | 21.2% | 19% | 3.1% | 1.8% | 2.2% | 0.51% | 0.5% |
| Apr 2026 | 47% | 23.5% | 21% | 2.8% | 2% | 2.4% | 0.57% | 0.66% |
| May 2026 | 49.5% | 24.8% | 18.1% | 2.4% | 2.1% | 2.1% | 0.49% | 0.5% |
| Jun 2026 | 45.3% | 25.7% | 20.3% | 3.3% | 1.9% | 2.3% | 0.55% | 0.56% |
| Jul 2026 | 44.5% | 27.2% | 19.9% | 2.7% | 1.9% | 2.8% | 0.54% | 0.49% |
| Aug 2026 | 45.6% | 25.9% | 20.4% | 2.7% | 1.9% | 2.4% | 0.55% | 0.54% |
| Sep 2026 | 46.9% | 23.4% | 21% | 2.8% | 2.4% | 2.4% | 0.57% | 0.51% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.9% | 3.4M | -18.1% | +1.3 points | |
| 2, held 2nd | 23.4% | 1.7M | -28% | -2.5 points | |
| 3, held 3rd | 21% | 1.5M | -18% | +0.6 points | |
| 4, held 4th | 2.8% | 201K | -18.3% | +0.1 points | |
| 5, moved from 6th to 5th | 2.4% | 170K | -0.7% | +0.5 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 2.4% | 169K | -20.1% | 0 pointsmoved from 5th to 6th | |
| 7, held 7th | 0.57% | 40.5K | -18.2% | 0 points | |
| 8, held 8th | 0.51% | 36.7K | -24.5% | 0 points |
46.9%
Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share +1.3 points.
23.4%
Held 2nd. 1.7M estimated branded searches, -28% vs prior month. Share -2.5 points.
21%
Held 3rd. 1.5M estimated branded searches, -18% vs prior month. Share +0.6 points.
2.8%
Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share +0.1 points.
5.Culver's
2.4%
Moved from 6th to 5th. 170K estimated branded searches, -0.7% vs prior month. Share +0.5 points.
6.
Handel's2.4%
Moved from 5th to 6th. 169K estimated branded searches, -20.1% vs prior month. Share 0 points.
0.57%
Held 7th. 40.5K estimated branded searches, -18.2% vs prior month. Share 0 points.
0.51%
Held 8th. 36.7K estimated branded searches, -24.5% vs prior month. Share 0 points.
Compare popularity between Salt & Straw and its closest rivals
Every comparison with Salt & Straw
7 comparisons
How has branded search demand for Salt & Straw changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Salt & Straw in the United States fell from 301K to 201K.
- Across the 12 months ending September 2026, Salt & Straw’s share of searches among ice cream chains in the United States decreased from 4.3% to 2.8%.
- Across the 12 months ending September 2026, Salt & Straw’s share of searches among ice cream chains in the United States peaked at 4.3% in October 2025 and was lowest at 2.4% in May 2026.
How did search popularity change for United States ice cream chains in September 2026?
6 changes
In September 2026, Dairy Queen gained share of searches among ice cream chains in the United States, from 45.6% to 46.9%.
In September 2026, Baskin-Robbins gained share of searches among ice cream chains in the United States, from 20.4% to 21%.
In September 2026, Cold Stone Creamery lost share of searches among ice cream chains in the United States, from 25.9% to 23.4%.
In September 2026, Culver's rose from 6th to 5th among ice cream chains in the United States.
In September 2026, Handel's fell from 5th to 6th among ice cream chains in the United States.
Estimated monthly branded searches for Salt & Straw in the United States fell 33.2% over 12 measured months, from 301K to 201K in September 2026.
How are Salt & Straw’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Salt & Straw’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- salt and straw
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