In 2022, Domino's ranked as the most-advertised restaurant chain in the United States, with a measured media ad spend of 774 million U.S. dollars. McDonald’s came in second with a spending of 638 million dollars in measured media advertising. Wendy's followed with 538 million dollars.
Brand value of quick service restaurant chains
Brand value is a term marketers use to describe the worth of a brand. In 2022, McDonald's was the most valuable fast-food brand worldwide by a wide margin, beating its closest competitors such as Starbucks, KFC, Chipotle, Domino's Pizza, and Subway with an estimated brand value of 196.5 billion dollars.
McDonald’s trails behind competitors in terms of consumer opinions
The fast-food giant headquartered in Chicago, Illinois, McDonald's is not doing well in terms of customer opinions compared to its main rivals and alternatives. According to the American Customer Satisfaction Index, the chain had the lowest index score among other limited-service restaurants in the United States in 2023. At 69 points, McDonald’s ranked well behind Burger King’s 76 points, Subway’s 75 point-score, and Taco Bell, which earned 71 points. In that year, Chick-fil-A was the best chain with an ACSI score of 85.
Advertising spending of selected restaurant chains in the United States in 2022
(in million U.S. dollars)
The latest figures include measured-media advertising spending based on spending in:
TV: ad-supported video on demand, broadcast network TV, cable TV networks, broadcast spot TV, and syndicated, including Spanish-language networks;
Digital: desktop internet display, mobile app, mobile web, mobile web video, online video, paid search, and paid social media;
Magazines: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, including Spanish-language magazines;
Radio: national spot, local, and network;
Newspapers, including Spanish-language newspapers;
Outdoor.
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Advertising Age. (June 26, 2023). Advertising spending of selected restaurant chains in the United States in 2022 (in million U.S. dollars) [Graph]. In Statista. Retrieved November 10, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age. "Advertising spending of selected restaurant chains in the United States in 2022 (in million U.S. dollars)." Chart. June 26, 2023. Statista. Accessed November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age. (2023). Advertising spending of selected restaurant chains in the United States in 2022 (in million U.S. dollars). Statista. Statista Inc.. Accessed: November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age. "Advertising Spending of Selected Restaurant Chains in The United States in 2022 (in Million U.S. Dollars)." Statista, Statista Inc., 26 Jun 2023, https://www-statista-com.ezproxy.canberra.edu.au/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age, Advertising spending of selected restaurant chains in the United States in 2022 (in million U.S. dollars) Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/ (last visited November 10, 2024)
Advertising spending of selected restaurant chains in the United States in 2022 (in million U.S. dollars) [Graph], Advertising Age, June 26, 2023. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
