McDonald’s brand valuation ascended by 5% concluding 2026, securing the top position in the world’s most valuable trademarks ranking for the second consecutive year.
The value of the McDonald’s brand increased by 5% by the end of 2026, reaching $42.6 billion. This performance allowed the American fast-food giant to maintain its number one spot in the ranking produced by the consulting firm Brand Finance for the second year running. The study surveyed the 25 most valuable restaurant brands globally, with their collective worth amounting to $190.1 billion.
The coffeehouse chain Starbucks held the second position, though its brand depreciated by 4%, settling at $37 billion. This decline was attributed to escalating rivalry in core markets, particularly in China. Rounding out the top three was KFC, whose valuation saw an 8% uplift to $16.5 billion.
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The top five also featured the sandwich chain Subway, which appreciated by 18% (to $9.5 billion), and Chick-fil-A, which registered a record surge of 44% (to $8.1 billion). The latter’s success stemmed from robust financial results and expansion efforts within the United States. Completing the ten most valuable restaurant brands were Tim Hortons, Domino’s Pizza, Taco Bell, Wendy’s, and Pizza Hut.
McDonald’s success, despite experiencing lower foot traffic in its locations, was underpinned by consistent revenue generated from franchising and aggressive network expansion. In 2024, the company inaugurated 102 new restaurants in the US, marking its most significant annual growth since 2013. By the close of 2024, McDonald’s operated 43.4 thousand restaurants worldwide, solidifying its status as the largest chain in the industry.
Subway achieved an 18% increase, driven by overseas development and growth in digital sales. The company entered into 25 master franchise agreements, which mandate the future opening of over 10,000 restaurants, including entry into emerging territories such as Paraguay and Mongolia. Concurrently, its US footprint continued to contract, reaching a two-decade low of 19.5 thousand locations.
Chick-fil-A realized the most substantial growth within the top ten, credited to high per-unit earnings (averaging close to $9.3 million), steadfast customer loyalty, and the initial phases of international rollout across Canada, the UK, and Asia. Analysts linked Starbucks’ downturn in the rankings to heightened competition from rapidly expanding local outfits in China. Nevertheless, the coffee chain reported a traffic increase in the US for the first time in two years.
For the first time, Chinese brands Mixue (12th place) and Haidilao (13th place) entered the top 25, alongside the coffee company Luckin Coffee (19th place). Brand Finance analysts noted that their achievements highlight an alternative growth paradigm where scale and price accessibility triumph over premium positioning.
Alex He, Managing Director for Asia Pacific at Brand Finance, remarked, “The global restaurant sector is seeing remarkable growth, yet our findings indicate that scale alone is no longer sufficient for enduring success. Even the most powerful brands are encountering pressure on consumer perception as price sensitivity rises alongside shifting expectations.”
The UK-based consulting firm Brand Finance calculates yearly brand values across the globe utilizing a “royalty relief” methodology. This approach estimates the hypothetical licensing fees a company would incur for utilizing its brand if it did not own it. The ranking incorporates not only fiscal performance but also brand strength, which is gauged based on marketing expenditure, consumer devotion, and operational efficacy.
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