The top 25 players in the QSR sector globally are now worth more than USD 190 billion collectively, according to new data.
The world’s top 25 restaurant brands are now worth a combined USD 190.1 billion, marking a new high for the sector, according to a new report from Brand Finance.
In 2026, the global restaurant sector continues to grow in value, supported by store expansions and the normalisation of takeout, delivery, and quick-service dining. Since the inaugural Brand Finance Restaurants 25 report in 2015, the combined brand value of the Top 10 has increased by around 20 percent, even as brand strength has come under increasing pressure.
Fast-food and quick-service brands continue to dominate the ranking, with the top five remaining largely unchanged. McDonald’s (brand value up five percent to USD 42.6 billion) leads the rankings for the second consecutive year, supported by its vast global footprint and steady franchise income. However, Brand Finance’s Global Brand Equity Monitor (GBEM) data shows that affordability concerns are beginning to weigh on consumer perceptions in several key markets like US and UK.
Starbucks has held on to second place, but its brand value slipped four percent to USD37 billion, as intensifying competition in key markets, particularly China, blunted gains from improving store performance. KFC rounds off the top three, recording an eight percent brand value growth to USD 16.5 billion, supported by strong momentum in China and the expansion of its footprint.
"The global restaurants sector is demonstrating remarkable growth, but our data shows that scale alone is no longer enough to secure long-term success,” said Alex Haigh, Managing Director Asia Pacific.
“Even the strongest brands are experiencing pressure on consumer perceptions as price sensitivity rises and expectations evolve. Looking ahead, brands that can balance disciplined expansion with trust, consistency, and clear value propositions will be best positioned to thrive in an increasingly competitive, cost-conscious market."
Chick-fil-A emerged as the fastest-growing brand, rising 44 percent to USD 8.1 billion, supported by strong revenue performance and disciplined expansion across the US, which strengthened future earnings expectations.
The success of Luckin Coffee (brand value up 40 percent to USD 2.4 billion) and Mixue (new entrant at USD 4.6 billion) ranked 19th and 12th, respectively, also points to a distinct Chinese growth model, where scale and affordability take precedence over premiumisation. As many Western brands grapple with declining price acceptance, these value-led brands have continued to expand rapidly by aligning closely with everyday consumption and price expectations. Their performance suggests that in highly competitive, cost-conscious markets, disciplined pricing and operational efficiency can translate into sustained brand growth.
From a brand strength perspective, Haidilao (brand value up 22 percent to USD 4.4 billion) remains the world’s strongest restaurant brand in 2026, with a Brand Strength Index (BSI) score of 89.5/100 and an AAA brand strength rating, supported by high awareness and strong perceptions of service quality in its home market of China. However, like many leading brands in the ranking, its BSI declined year-on-year, underscoring growing pressure on brand strength across the sector.
Greggs (brand value up 11 percent to USD 1.4 billion) ranks second strongest, scoring 88.2/100, driven by strong familiarity and everyday relevance in the UK, although rising price sensitivity in 2025 weighed on consumer perceptions. McDonald’s completes the top three, with a BSI score of 88.1/100, despite a year-on-year decline reflecting affordability pressures and softer engagement in key markets, particularly the US.
Together, the top three strongest brands highlight a broader trend within the sector, where the brands are finding it increasingly difficult to sustain brand strength amid rising costs and more value-conscious consumers. While the Restaurants 25 ranking highlights the sector’s impressive ability to grow and monetise at scale, Brand Finance’s findings suggest that sustaining brand strength will be increasingly critical as competition intensifies and consumer expectations evolve.
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