McDonald’s is still the most valuable restaurant brand in the world.
That’s the conclusion of company valuation firm Brand Finance in its recent 2026 rankings, which put the fast-food chain’s brand value at $42.6 billion.
The figure is up 5 percent from last year and keeps McDonald’s ahead of Starbucks, which slipped to second place.
The Full Picture
The annual report tracked the 25 most valuable restaurant brands globally. Together, they reached a combined value of $190.1 billion, a new high. Last year, the same group of brands was valued at approximately $174 billion. The overall ranking changed little from 2025, with Brand Finance pointing to steady performance rather than major shifts in market position.
McDonald’s growth comes despite ongoing pressure on footfall across quick-service restaurants. Like many large chains, it has dealt with a decrease in guest counts through much of 2025.
What’s changed is development. After years of restraint, McDonald’s has returned to opening restaurants at scale. In the U.S., the company posted net unit growth in 2022 for the first time in eight years.
That momentum continued, and by the end of 2024, McDonald’s had 13,559 domestic locations, its biggest annual increase since 2013. Most of that growth came from franchised stores, even as company-owned units declined slightly.
Internationally, the footprint keeps expanding. McDonald’s ended 2024 with 43,477 restaurants worldwide, the largest network in the industry. Same-store sales rose 3.6 percent globally in the third quarter, with growth across the U.S., international operated markets, and licensed development markets.
The Rest of the Top Five
Starbucks, which ranked second, saw its brand value fall 4 percent to $37 billion. The coffee chain has been implementing a turnaround strategy under CEO Brian Niccol that includes menu cuts, service improvements, and a loyalty program overhaul, while also grappling with competition in China.
It reported its first positive U.S. traffic growth in two years during its most recent quarter and is planning thousands of new stores over the long term.
KFC held onto third place with brand value rising 8 percent to $16.5 billion, driven largely by footfall in international markets. Subway followed in fourth after an 18 percent increase, powered by overseas expansion, even as its U.S. footprint continues to shrink.
Chick-fil-A rounded out the top five and posted the fastest growth among major brands, with brand value jumping 44 percent. The chain has begun pushing beyond the U.S. with new investments in Canada, the U.K., and Asia.
Brand Finance, in a press statement, said that the rankings reflect a sector where size still matters, but isn’t enough on its own. Price sensitivity, consistency, and disciplined expansion are increasingly separating winners from the rest as consumers remain cautious and competition intensifies.
Sources: Brandirectory, QSR Magazine, Brand Finance