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.
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