McDonald’s has surpassed Starbucks to become the world’s most valuable restaurant brand, according to a report by global brand valuation consultancy Brand Finance.
In 2025, the McDonald’s brand rose 7 per cent to US$40.5 billion to overtake Starbucks for the first time since 2016. In 2025, Starbucks’ brand value reportedly declined 36 per cent to $38.8 billion.
In its report, Brand Finance said this decline in brand value stems from drops in several key brand strength metrics in both the United States (US) and China, including ‘reputation’ and ‘recommendation’.
These declines are said to highlight a growing misalignment with customer expectations and increasing consumer dissatisfaction, leading to declining sales.
Meanwhile, Luckin Coffee‘s brand value rose 17 per cent to $1.7 billion, climbing two places to 19th and claiming the title of 2024’s fastest growing brand.
According to reports, Luckin Coffee now surpasses Starbucks in terms of market dominance in China, fuelled by product innovations and an aggressive expansion strategy which saw 1382 new store openings in the third quarter of 2024 alone.
The Brand Finance report comes amid Starbucks’ Back to Starbucks restructuring plan which has recently involved reducing the frequency of discount-driven offers, simplification of its menu in the US, and cutting 1100 corporate roles.
