Ad spend of selected restaurants in the U.S. 2022

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.