McDonald’s, Starbucks among world’s 25 most-valuable restaurant brands
A quick-serve giant has displaced a coffee café powerhouse as the world’s most valuable restaurant brand.
McDonald’s took the top spot in Brand Finance’s annual report of the world’s 25 most valuable restaurant brands. With its brand value up 7% to $40.5 billion, McDonald’s displaced Starbucks Corp., which held the No. 1 spot for eight consecutive years. (See list of top 25 brands at end of article.)
Brand Finance data reveals that McDonald’s excels in several brand strength metrics, recording a perfect 10 out of 10 score for "familiarity," 9.5 for "consideration," and 9.4 for "preferred brand," further solidifying its sector leadership.
Meanwhile, Starbucks’ brand value declined 36% to $38.8 billion. Brand Finance attributed the drop to declines in key brand strength metrics in the U.S .and China, including "reputation" and "recommendation." These declines highlight a growing misalignment with customer expectations and increasing dissatisfaction, leading to declining sales, according to Brand Finance.
KFC, Subway and Taco Bell all retain their positions from 2024, ranking third, fourth, and fifth, respectively.
In other findings, Chick-fil-A has become the sector’s fastest-growing brand, with its value increasing 43% to $5.7 billion. Its increase was driven by strong financial performance and a more than five-point increase in its Brand Strength Index score to 89.4 out of 100.
U.S. brands continue to dominate the ranking, accounting for 20 of the top 25 most valuable restaurant brands. Outside the U.S., China is represented by Haidilao (brand value $3.6 billion billion) and Luckin Coffee ($1.7 billion), while Canada, the Philippines, and the U.K. each contribute one brand.
Methodology
Brand Finance calculates the values of brands using the Royalty Relief brand valuation approach. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market. For the complete methodology, click here.
Here is Brand Finance list of the World’s Most Valuable Restaurant Brands:
- McDonald’s ($40.5 billion);
- Starbucks ($38.8 billion);
- KFC ($15.4 billion);
- Subway ($8.1 billion);
- Taco Bell ($6.9 billion);
- Tim Horton’s ($6.8 billion);
- Domino’s ($6.7 billion);
- Chick-fil-A ($5.7 billion);
- Wendy’s ($5.2 billion); and
- Pizza Hut ($4.8 billion).
The remaining 15 brands in the top 25 are as follows:
11. Burger King;
12. Chipotle;
13. Dunkin;
14. China-based Haidilao;
15. Texas Roadhouse;
16. Olive Garden;
17. Phillipines-based Jollibee Foods;
18. Popeyes;
19. China-based Luckin Coffee;
20. Jack in the Box;
21. U.K.-based Greggs;
22. Dave & Buster’s;
23. LongHorn Steakhouse;
24. Dutch Bros; and
25. Chili’s.
