McDonald's remains 'golden' in brand value rankings

In the fast food universe, a ranking of brands shows that last year's "golden boy" is again the brand with the golden arches — McDonald's — though Burger King is moving up fast. The BrandZ Top 100 "Most Valuable Global Brands" report put McDonald's at the top of the heap on the overall global brand value in the rankings compiled by research agency, Kantar Millward Brown and communications services company, WPP.

In fact, the surveying companies said in information about their rankings that at 29 percent, McDonald's was also the fastest-growing fast food brand, though No. 8 on this year's list, Burger King, showed 28 percent in the growth category, just nipping at McDonald's proverbial "heels."

BrandZ uses consumer brand perception and financial data to calculate the overall "value" of each brand in its annual rankings. And some this year were not as lucky as the two aforementioned burger giants. 

For instance, much-beleaguered Chipotle saw its overall brand value fall 23 percent while ailing Subway dropped 14 percent. But overall in the fast food category, the compilers of the information said the QSR sector's brand value grew 13 percent to $3.16 trillion total.

Here are the rankings for the Top 10 most valuable QSR brands this year:

BrandZ Top 10 Most Valuable Fast Food Brands 2018


Topics: Burger/Steak/BBQ, Business Strategy and Profitability, Chicken, Coffee/Bakery/Donut, CONNECT: The Mobile CX Summit, Fast Casual Executive Summit, Marketing, Marketing / Branding / Promotion, Trends / Statistics

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