McDonald’s Takes The Top Spot In Annual Brand Value Study

Every year, Millward Brown and WWP team up to release a list of the top 100 most valuable global brands. The 2016 BrandZ ranking and report, which has now been released annually for the past 11 years, indicates that the fast food industry is picking up speed.

The study’s “Fast Food Top 10” section, which is highlighted in a Fast Casual article, shows that the industry grew 11 percent over the past year. McDonald’s is the brand to beat in the category, with a brand vale of over $88.6 billion. That’s a nine percent increase from its value in 2015’s report.

Starbucks takes the second spot with about half of McDonald’s brand value at $43.5 billion. That’s a 49 percent increase over the previous year. The four brands that follow the coffee chain—Subway, KFC, Pizza Hut and Chipotle—all dropped in brand value. Domino’s Pizza, Tim Hortons, Burger King and Panera round out the rest of the top 10.

Ultimately, the BrandZ ranking indicates that the fast food industry is on the rise—the top ten brands have a combined brand value of $199.1 billion. It also notes that leading brands in the industry increased their value by focusing on trends like mobile ordering, improved quality and nutrition.

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