Brandwave

Denny's vs First Watch:Which is more popular?

In September 2026, First Watch had more branded searches than Denny's among breakfast chains in the United States. First Watch had about 3.4 million branded searches, while Denny's had 1.2 million. First Watch made up 22.8% of all breakfast chain searches we track, and Denny's accounted for 8.3%. When we asked ChatGPT and Google AI Overviews about breakfast chains, Denny's appeared in all three answers and First Watch in two. First Watch was mentioned before Denny's in two out of three answers.

Among breakfast chains in the United States in September 2026

Who do people search for more?

First Watch, about 3 searches for every 1 for Denny's

First Watch 3.4M searchesDenny's 1.2M searches

Who does AI mention more?

Denny's, mentioned in every answer we collected

Denny's in 3 of 3First Watch in 2 of 3

Who does AI recommend more?

First Watch, named ahead of Denny's in 2 of 3 answers

First Watch first in 2Denny's first in 1

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Top breakfast chains in ChatGPT and Google AI Overviews

In three ChatGPT questions, Denny's appeared in all three answers. First Watch was mentioned in two out of three: in two of the three ChatGPT answers. First Watch was listed before Denny's in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Cracker Barrel1st
  2. First Watch2nd
  3. IHOP3rd
  4. Waffle House4th
  5. The Original Pancake House5th
  6. Denny's6th
  7. Bob Evans7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about breakfast chains

3 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Is Denny's or First Watch more popular in search?

This chart shows how often people search Google for Denny's and First Watch by name. Each line represents a brand's share of searches for all seven breakfast chains we track, month by month, from searches in United States.

Denny's and First Watch among breakfast chains in the United States, by month

Share of searches by month for First Watch, Denny's. The figures are in the table below the chart.

View monthly share of searches table
MonthIHOPFirst WatchWaffle HouseCracker BarrelDenny'sBob EvansThe Original Pancake House
Oct 202524.4%16.3%19.9%13.3%19.9%4.9%1.2%
Nov 202527.1%14.9%18.2%14.9%18.2%5.4%1.3%
Dec 202527%14.8%22.1%12.1%18.1%4.5%1.3%
Jan 202625.2%16.9%20.6%11.3%20.6%4.1%1.2%
Feb 202627.5%18.4%18.4%12.3%18.4%3.7%1.3%
Mar 202630%20.1%20.1%11%13.5%4%1.2%
Apr 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
May 202626.4%26.4%21.6%11.8%7.9%4.3%1.6%
Jun 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
Jul 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
Aug 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
Sep 202627.9%22.8%22.8%12.5%8.3%4.6%1.1%

How has the Denny's and First Watch comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: First Watch took it in March 2026.
  • Across the 12 months ending September 2026, Denny's’ share of searches among breakfast chains in the United States moved from 19.9% to 8.3%, and its estimated monthly branded searches moved from 3.4M to 1.2M.
  • Across the 12 months ending September 2026, First Watch’s share of searches among breakfast chains in the United States moved from 16.3% to 22.8%, and its estimated monthly branded searches moved from 2.7M to 3.4M.

How did search popularity change for United States breakfast chains in September 2026?

2 changes

  1. Estimated monthly branded searches for First Watch in the United States rose 22.3% over 12 measured months, from 2.7M to 3.4M in September 2026.

  2. Estimated monthly branded searches for Denny's in the United States fell 63.6% over 12 measured months, from 3.4M to 1.2M in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Denny's’ and First Watch’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Denny's

1 branded search term

  • denny's

First Watch

1 branded search term

  • first watch

How the Brand Demand Index is measured

Other head-to-heads among breakfast chains

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