According to BrandZ, the top fast-food brands for 2014 are:
McDonald’s is in top spot, despite reporting its first global decline in sales in almost 10 years. The brand has placed emphasis on its value meals in a bid to attract consumers who are budget-conscious. This will however affect its profit margins.
Starbucks boasts an almost $25bn brand. Its brand value increased by 44$ during the past 12 months. The brand has increased its menu and recently acquired Evolution Fresh juices and La Boulange baked goods. It is hoping to improve its overall brand with its Teavana acquisition.
Pizza Hut and KFC form part of the Yum! Brand. KFC’s brand value saw an increase of 20% during the past 12 months. The brand jumped from 91 to 83 in the overall ranking during this period. The brand may be damaged in future due to its processing scandal. Pizza Hut increased its brand value by 25% over the past year. The brand was boosted by product innovation, increased advertising and a global growth. These three companies have shown good profits for their shareholders, but have not reached the S&P 500’s 17% return. They have however outperformed the overall stock market.