American customer satisfaction index scores of McDonald's from 2000 to 2013*

  ACSI score
2000 59
2001 62
2002 61
2003 64
2005 62
2006 63
2007 64
2008 69
2009 70
2010 67
2011 72
2012 73
2013 73
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This graph depicts the American customer satisfaction index scores of the U.S. limited-service restaurant chain McDonald's from 2000 to 2013. In 2006, the ACSI of McDonald's was 63.

The limited-service restaurant industry was not measured in 2004.


McDonald’s, which is headquartered in Oak Brook, Illinois, is the world’s largest quick-service restaurant chain. The company is publicly traded and generated more than 27.5 million U.S. dollars in revenue in its 2012 fiscal year. Around two thirds of that revenue was generated through company-operated restaurants (18.61 billion U.S. dollars in 2012) and one third through franchised restaurants (8.96 billion U.S. dollars in 2012). The United States is still McDonald’s single biggest market with 8.81 billion U.S. dollars in revenue in 2012.

In 2012, almost 34.5 thousand McDonald’s restaurants were in operation worldwide, of which14,157 were located in the United States. According to Scarborough Research more than 111 million people had visited McDonald’s in the United States within the last 30 days (Spring 2012). The second-most McDonald’s restaurants are located in Japan (3,279). Within the Asia region China has the second-most McDonald’s behind Japan with 1,705 restaurants in 2012. The other countries with at least a thousand McDonald’s restaurants are Germany (1,440 in 2012 – most in Europe), France (1,258), the United Kingdom (1,208) and Canada (1,417). Overall McDonald’s operated restaurants in more than 100 countries in 2012.

The McDonald’s brand is amongst the most valuable brands in the world, valuations vary however depending on the source. Interbrand ranks McDonald’s as the seventh most valuable brand worldwide in its publication Best Global Brands 2012, with a value of 40 billion U.S. dollars ascribed to the McDonald’s brand. Milward Brown Optimor ranks McDonald’s as the most valuable fast food brand in 2013 with a brand value of 90 billion U.S. dollars. Brand Directory ranks McDonald’s 25th with a brand value of 21.6 billion U.S. dollars on its 2013 Global 500 ranking.

The main competitors of McDonald’s in the quick-service restaurant market are Subway, Yum Brands! (Kentucky Fried Chicken, Pizza Hut, Taco Bell), Chipotle Mexican Grill, Wendy’s, Burger King, Domino’s Pizza, Papa John’s, Chick-fil-A but also coffeehouse chains such as Starbucks.

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