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    Study: McDonald's Remains the World's Most Valuable Brand

  • Industry News June 6, 2017
    McDonald's

    McDonald’s brand value is rising, and its hold on the top spot in BrandZ’s rankings shows no signs of slipping either.

    The fast food chain grew 10 percent from 2016 to $97 billion, widening its lead over the rest of the pack. Starbucks, at $44.23 billion, rose 2 percent and was second on the list. BrandZ measures consumer brand perception along with financial data to come up with the final mark.

    This year’s top mover was Domino’s Pizza, which climbed 29 percent to $6.298 billion and No. 6 on the list—up a spot from 2016. Domino’s is coming off its 24th consecutive quarter of positive sales momentum and 93rd straight of positive international same-store sales growth. In the first quarter, domestic same-store sales increased 10.2 percent year-over-year and revenues rose 15.8 percent to $624.2 million. Similarly, McDonald’s exceeded expectations to start the fiscal year with 1.7 percent first-quarter comparable sales growth in the U.S. Global sales were up 4 percent.

    Chipotle, still recovering from its 2015 food safety crisis, fell 29 percent in brand value to $5.722 billion and two spots to No. 8. Burger King dropped a spot—to No. 10—but did so with a 39 percent increase in brand value to $5.116 billion.

    Taco Bell, which reported impressive same-store sales growth of 8 percent in the first quarter, was new to this year’s list. At $5.388 billion, the Yum! Brands chain chimed in at No. 9. Overall, fast food’s top 10 brands grew 7 percent.

    BrandZ also measured the top beer brands and soft drinks/non-alcoholic. Coca-Cola was well ahead of the group with $66.489 billion. Next was Diet Coke at $11.653 billion.

    Budweiser, with a brand value of $15.093 billion, was the top beer brand, followed by Bud Light ($11.945 billion) and Heineken ($10.878 billion).

    Here are the complete rankings:

    Fast food (billions)

    1. McDonald's: $97.723

    2. Starbucks: $44.230

    3. Subway: $21.713

    4. KFC: $13.521

    5. Pizza Hut: $8.133

    6. Domino’s Pizza: $6.289

    7. Tim Horton’s: $5.893

    8. Chipotle: $5.722

    9. Taco Bell: $5.388

    10. Burger King: $5.116

    Beer

    1. Budweiser: $15.093

    2. Bud Light: $11.945

    3. Heineken: $10.878

    4. Stella Artois: $9.949

    5. Skol: $8.146

    6. Corona: $8.119

    7. Brahma: $4.385

    8. Guinness: $4.080

    9. Aguila: $3.843

    10. Coors Light: $3.589

    Soft Drinks/Non-Alcoholic

    1. Coca-Cola: $66.489

    2. Diet Coke: $11.653

    3. Red Bull: $11.567

    4. Pepsi: $10.638

    5. Lipton: $7.905

    6. Nescafe: $6.303

    7. Fanta: $6.032

    8. Nepresso: $5.861

    9. Tropicana: $5.651

    10. Sprite: $5.518

    11. Gatorade: $4.669

    12. Monster: $4.502

    13. Dr. Pepper: $2.904

    14. Folgers: $2.797

    15. Mountain Dew: $2.737

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