McDonald’s reclaims the crown — But the QSR battlefield is shifting
McDonald’s reclaims the crown, but the real shift is happening beneath the surface. North America dominates — yet new challengers are rising fast.
According to the latest Brand Finance 2025 Restaurant Rankings, McDonald's has officially reclaimed its position as the world's most valuable restaurant brand, overtaking Starbucks.
With a brand value of $36.9 billion, the iconic Golden Arches reassert their dominance on the global stage.
Beyond the headlines, the rankings highlight deeper structural shifts within the industry.
- The Top 13 brands are exclusively North American — a clean sweep.
- Only one European brand appears in the Top 25: Greggs (UK), ranked #21.
- China secures two spots with Haidilao (hotpot) and Luckin Coffee, both climbing the ranks through robust domestic growth and an expanding international presence.
- Notably, Burger King ranks below Tim Hortons — a surprising result given Burger King's broader global footprint. This may suggest issues with brand coherence or strategic positioning.
The rest of the list reads like a roll call of American QSR giants:
Starbucks, Chick-fil-A, Taco Bell, Domino's, Pizza Hut, Wendy’s, Dunkin’, KFC — all top-performing, deeply established brands, yet all from the same continent.
This concentration of value prompts important questions
– Has Europe fallen behind in the global branding race for QSR?
– Are Asian QSR powerhouses poised to disrupt the market, as we've seen in tech and retail?
– And how can legacy Western brands stay relevant in an increasingly digital, value-driven, and regionally diverse landscape?
Brand value goes beyond revenue. It reflects emotional connection, operational strength, and long-term potential. The trends revealed in this year’s ranking speak volumes.
This isn’t just a snapshot of who’s leading — it’s a signal of where the momentum is heading.
By Thierry Rousset, QSR Consultant