McDonald’s, Starbucks and KFC have topped the global fast food brands in terms of value, according to a new report by Kantar Brandz. The top 10 fast food brands in the world hold a whopping $340 billion in brand value.
The success in the industry is attributed to the global expansion of McDonald’s and Starbucks franchises, thousands of stores have opened across the world, particularly in the China and wider Asian market.
Martin Guerrieria, Head of Kantar BrandZ said, “When the going gets tough, fast food is one of the few sectors best placed to thrive. Consistent expectations and perceived value mean that people will often turn to their favourite fast-food restaurant despite other options.
“And with the top brands keeping a close eye on digital trends that will consistently improve its customer experience, such as McDonald’s experimenting with AI chatbots, it will remain a strong category for years to come.”
Kantar BrandZ Top 10 Most Valuable Global Fast Food Brands 2023
| RANK | BRAND | BRAND VALUE 2023 ($Mil.) | BRAND VALUE 2022 ($Mil.) |
|---|---|---|---|
| 1 | McDonald’s | 191,109 | 196,526 |
| 2 | Starbucks | 61,534 | 61,758 |
| 3 | KFC | 22,056 | 22,293 |
| 4 | Chipotle | 13,318 | 16,234 |
| 5 | Subway | 11,002 | 12,647 |
| 6 | Domino’s Pizza | 10,655 | 13,902 |
| 7 | Pizza Hut | 8,807 | 8,954 |
| 8 | Burger King | 7,676 | 7,134 |
| 9 | Taco Bell | 7,185 | 7,769 |
| 10 | Chick-Fil-A | 7,139 | 6,959 |
“Fast food brands are uniquely positioned to innovate and increase their brand value as recession looms for many – from creating an improved in-store experience, as collection vs delivery rates increase, to finding iconic moments that transform the customer experience. At a time when many households are tightening their budgets, continuing to streamline operations will also remain important to win over hearts and wallets by showing to consumers fast food brands are on their side,” Guerrieria added.
Key findings of the report
- Burger King outperformed the wider category due to investments and long-term brand building.
- Maximising customer value and balancing increased costs will be crucial for the industry as customers continue to navigate the cost-of-living crisis.
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