At the top of the world's most valuable brands is Apple. Among the top 10: McDonald's and thus also in first place in the fast food brand rankings.
The latest BrandZ ranking by market research company Kantar looks into the 100 biggest brands in the world in 2022 and has a clear winner in first place: Apple with USD 947.1 billion (+55 percent year-on-year). The overall top 10 also includes a foodservice player.
A foodservice company has made it into the top ten most valuable brands in the world: industry leader McDonald's ranks sixth with a brand value of US$196.5 billion (+27 percent year-on-year).
This puts McDonald's in first place in the ranking of the world's biggest fast food brands. According to Kantar, the fast food category includes quick service and casual dining brands
that appeal to different diners but compete for the same times of day. The analysis states: Nine of the ten brands increased their brand value last year - despite the pandemic. The players had to say goodbye to business-as-usual
. Less indoor dining, more home offices and lower frequencies in high-street locations. New to this year's Top 100 list: KFC (ranked 95th) and immediately landed in third place among fast-food players.
The market research institute emphasizes that delivery, take-away and online ordering
in particular have gained in importance and also knows that McDonald's now generates more than a quarter of its sales in the world's six largest markets through digital channels.
To help companies get more diners back into their restaurants, Kantar advises,"More maximalist design
would certainly fit with the visual aesthetic of GenZ, which focuses on the screen. On TikTok, for example, videos of pastel-colored, unrenovated Taco Bells from the 1990s could garner millions of views."
In terms of brand value, the fast-food sub-segment represents a total of about $354.2 billion. Compared to the previous year, this represents an increase of 18 percent.
The market research and consulting company Kantar publishes the international brand value study BrandZ every year. The world's most valuable brands are analyzed using a combination of financial indicators and a survey of over four million consumers worldwide. The 2022 ranking was based on 19,250 brands.