Chick-fil-A has jumped into the top 10 with a 43% increase in brand value, according to valuation consultancy Brand Finance

After a challenging 2024 that included four straight quarters of same-store sales declines, Starbucks is no longer the world’s most valuable restaurant brand, according to a new “Restaurants 25 2025” report from valuation consultancy Brand Finance. The coffee giant has ceded the top spot to McDonald’s, which experienced a 7% increase in value to $40.5 billion. It’s the first time McDonald’s has held the top spot since 2016.

According to Brand Finance research, the Golden Arches’ increase is driven by an improvement in its Brand Strength Index (BSI) score, which has climbed from 82.9 in 2024 to 90.5 out of 100, earning an AAA+ rating. McDonald’s excels in several brand strength metrics, including a 10 out of 10 score for “familiarity,” 9.5 for “consideration,” and 9.4 for “preferred brand.” McDonald’s ranks 42nd among the world’s 500 most valuable brands.

Meanwhile, Starbucks’ brand value declined 36% to $38.8 billion, placing it second among the world’s most valuable restaurant brands. The coffee chain had previously held the top spot for eight consecutive years, and Brand Finance attributes its drop to declines in key brand strength metrics in the United States and China, including “reputation” and “recommendation.” The company hired Brian Niccol, who had led Chipotle since 2018, as its new CEO in August to ignite a turnaround. His strategy has included getting back to a coffeehouse culture with details such as ceramic mugs and comfortable seating, as well as speedier service.

KFC is the world’s third most valuable restaurant brand, increasing its value by 8% to $15.4 billion as the chain continues its global expansion, surpassing 30,000 restaurants in 2024. Subway’s brand value jumped 12% last year to $8.1 billion for fourth place, while Taco Bell fell by 3% to $6.9 billion for fifth place. All three retained their positions from the prior year.

Tim Horton’s jumped to sixth place following a 15% increase to $6.8 billion and overtaking Domino’s Pizza, which is now at No. 7 with $6.7 billion. The consultancy firm attributes Tim Horton’s rise to improved revenues, driven by increased digital sales and international expansion.

Entering the top 10 for the first time were Chick-fil-A and Wendy’s, climbing five and three positions, respectively, to claim the eighth and ninth positions. Chick-fil-A’s brand value jumped by 43% to $5.7 billion, becoming the sector’s fastest growing brand. This rise is driven by the brand’s strong financial performance and rising BSI score, now at 89.4 out of 100. Brand Finance data also reveals that the brand earns 9.8 out of 10 for “price premium acceptance.” Notably, the chicken chain is also targeting growth in international markets, including the United Kingdom and Singapore.

Coming in at number 10 is Pizza Hut, which dropped one spot with a brand value of $4.8 billion.

Rounding out the top 25, in order, are Burger King, Chipotle, Dunkin’, China-based Haidilao, Texas Roadhouse, Olive Garden, Filipino-based Jollibee Foods, Popeyes, China-based Luckin Coffee, Jack in the Box, UK-based Greggs, Dave & Buster’s, LongHorn Steakhouse, Dutch Bros, and Chili’s.

Though U.S. brands continue to dominate the restaurant rankings, accounting for 20 out of the top 25 most valuable brands, several regional concepts have increased their brand value significantly this year. Hot pot chain Haidilao increased 16% to $3.6 billion, for instance, while Jollibee Foods was up 8% to $2.5 billion, and Luckin Coffee (last year’s fastest-growing brand) was up 17% to $1.7 billion. All three brands are plotting expansion in the U.S.

Additionally, British bakery chain Greggs has re-entered the ranking in its highest-ever position at No. 21 with a brand value of $1.3 billion, after dropping out in 2024. Additionally, with a Brand Strength Index score of 92.3 out of 100, Greggs now ranks as the world’s second strongest restaurant brand.

In a statement, Brand Finance managing director Richard Haigh said it has become more challenging for brands to continue to demonstrate their value as cost inputs increase. This has led to a drop in consumer perceptions.

“Brand Finance data shows a steady decline in average price premium acceptance across the sector since 2023,” he said. “As the mood of consumers changes, brands that can adapt to the new requirements of consumer perceptions … will be the ones to thrive.”

Each year, London-based Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries. The company calculates the value of brands using its Royalty Relief approach, including the calculation of brand strength, royalty range, royalty rate, brand-specific revenues, forecast revenues, and more. The methodology is outlined in full online here.

Contact Alicia Kelso at Alicia.Kelso@informa.com

Source https://www.nrn.com/restaurant-finance/mcdonald-s-passes-starbucks-as-the-world-s-most-valuable-restaurant-brand

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