Starbucks is no longer the world’s most valuable restaurant brand, according to a new report from Brand Finance, a world leading brand valuation consultancy.
McDonald’s has become the world’s most valuable restaurant brand, with its brand value up 7% to USD40.5 billion. According to Brand Finance research, this rise is largely driven by an increase in its Brand Strength Index (BSI) score, which has climbed from 82.9 in 2024 to 90.5 out of 100, earning an AAA+ rating.
42nd Spot
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. McDonald’s also ranks 42nd among the world’s 500 most valuable brands.
Starbucks’ brand value had declined 36% to USD38.8 billion, placing it second among the world’s most valuable restaurant brands. Brand Finance attributes this drop to declines in key brand strength metrics in the US and China, including ‘reputation’ and ‘recommendation’. This highlights Starbucks’ growing misalignment with customer expectations and increasing dissatisfaction, contributing to the brand’s overall decline.
Richard Haigh, Managing Director, Brand Finance commented:
“Many restaurants have increased prices over the past few years in response to the pandemic, inflation, and supply chain disruptions. As prices go up, it creates a challenge for brands to continue to demonstrate their value, which more often than not results in a drop in customer perceptions. Brand Finance data shows a steady decline in average price premium acceptance across the sector since 2023. In 2011 with the rise of a more health-conscious zeitgeist, McDonald’s repositioned to project a healthier profile while still maintaining its core offering. As the mood of consumers changes, brands that can adapt to the new requirements of consumer perceptions, much like McDonald’s a decade ago, will be the ones to thrive.”
Chick-fil-A et al…
With a 43% increase in brand value to USD5.7 billion, Chick-fil-A has become the sector’s fastest-growing brand, securing eighth position among the world’s leading restaurant brands. This rise is fuelled by the brand’s strong financial performance and rising BSI score, now at 89.4 out of 100. Notably, despite Chick-fil-A operating on relatively higher prices versus its competitors, Brand Finance data reveals that the brand earns 9.8 out of 10 for ‘price premium acceptance’, bolstered by its focus on quality ingredients and freshly prepared food.
US brands continue to dominate the ranking, accounting for 20 of the top 25 most valuable restaurant brands. Outside the US, China is represented by Haidilao (brand value USD3.6 billion) – also the world’s strongest restaurant brand with a BSI score of 94.1 out of 100, and Luckin Coffee (brand value USD1.7 billion), while Canada, the Philippines, and the UK each contribute on brand.
The UK’s Greggs has re-entered the ranking at its highest-ever position in 21st place, with a brand value of USD1.3 billion. Greggs also ranks as the second-strongest restaurant brand, highlighting its leading presence in the UK restaurant market.
6000 Brand Valuations
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
