Chick-fil-A, Sonic Drive-In and Dairy Queen are the cool kids as far as fast-food consumers are concerned. A Zion & Zion analysis showed that these quick service restaurants score high with consumers on five brand personality dimensions: Sincerity, excitement, competence, sophistication and ruggedness. Chick-fil-A ranked highest of the 26 restaurants, in sincerity, excitement and competence.