Top 25 restaurant brands hit $190.1b as strength comes under pressure

McDonald’s reclaimed the top spot, with brand value up 5% to $42.6b.

The world’s top 25 restaurant brands reached a combined brand value of $190.1b in 2026 even as brand strength came under pressure across several leading chains, according to Brand Finance.

McDonald’s reclaimed the top spot in 2026, with its brand value rising 5% to $42.6b.

Its global footprint and franchise income supported the increase, although affordability concerns affected consumer perceptions in some markets.

Starbucks ranked second place despite a 4% decline in brand value to $37b. Competition in key markets, particularly China, offset gains from improving store performance.

KFC remained third, with brand value rising 8% to $16.5b, supported by growth in China and continued international expansion.

Subway moved into fourth place after its brand value increased 18% to $9.5b. International expansion and higher digital sales drove the increase despite a smaller US store base.

Chick-fil-A recorded the fastest brand value growth amongst the ranking's leading brands, rising 44% to $8.1b. The increase was supported by strong revenue performance, expansion, and customer loyalty.

Tim Hortons remained sixth, with brand value up 9% to $7.5b, whilst Domino’s Pizza held seventh after a 6% increase to $7.1b.

Taco Bell fell three places to eighth, with its brand value broadly stagnant at $6.9b.

Wendy’s ranked ninth after a 4% decline to $5b, whilst Pizza Hut completed the top 10 with a 4% increase to $4.9b.

Haidilao remained the world's strongest restaurant brand, recording a Brand Strength Index (BSI) score of 89.5 out of 100 and an AAA rating. Its brand value increased 22% to $4.4b.

Despite retaining the top position for brand strength, Haidilao's BSI declined year-on-year (YoY).

The UK’s Greggs ranked second strongest, with a BSI score of 88.2 and an AAA rating.

Its brand value rose 11% to $1.4b, although rising price sensitivity affected consumer perceptions during 2025.

McDonald’s ranked third for brand strength with a BSI score of 88.1 and an AAA rating.

Its score also declined YoY, with affordability concerns and softer engagement weighing on perceptions in key markets, particularly the US.

Jollibee recorded one of the larger improvements in brand strength, with its BSI rising from 83.8 in 2025 to 87.8 in the supplied Brand Finance data.

Its brand value increased 32% to $3.3b.

The Philippines remained a key market for Jollibee, where Brand Finance's research found strong cultural resonance and habitual use.

Its performance in the US was weaker, whilst Singapore sat between the two markets in terms of brand strength.