In 2020, McDonald’s spent more on advertising in the United States than all other widely recognized restaurant chains. With 489 million U.S. dollars in ad expenditures, the chain was way ahead of brands such as Domino's (next in line, with a 447 million ad spend) and Taco Bell (309 million). Burger King spent more than 280 million on measured media that year, and Wendy's invested a little over 260 million dollars, thus closing the list of top five spending restaurant chains.
Quick service restaurant chains brand value
In terms of brand value, McDonald’s also leads the pack by a margin of roughly 92 billion U.S. dollars, far surpassing Starbucks and KFC. Fellow fast food chain KFC ranks third with a value of 18 billion dollars, while Burger King is eighth. Taco Bell is second to last in the 2020 ranking.
QSR industry and consumer behavior
When it comes to consumer opinions, McDonald’s is not faring that well. According to the American Customer Satisfaction Index, the chain had the lowest index score among other limited service restaurants in the country – at 70 points it was well behind Burger King’s 76 points, Subway’s 75 point-score and even Taco Bell, which earned 74 points.
Advertising spending of selected restaurant chains in the United States in 2020
(in million U.S. dollars)
Measured media is based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). The figures do not include unmeasured spending, such as direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.
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Advertising Age. (July 12, 2021). Advertising spending of selected restaurant chains in the United States in 2020 (in million U.S. dollars) [Graph]. In Statista. Retrieved May 21, 2022, from https://www.statista.com/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age. "Advertising spending of selected restaurant chains in the United States in 2020 (in million U.S. dollars)." Chart. July 12, 2021. Statista. Accessed May 21, 2022. https://www.statista.com/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age. (2021). Advertising spending of selected restaurant chains in the United States in 2020 (in million U.S. dollars). Statista. Statista Inc.. Accessed: May 21, 2022. https://www.statista.com/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age. "Advertising Spending of Selected Restaurant Chains in The United States in 2020 (in Million U.S. Dollars)." Statista, Statista Inc., 12 Jul 2021, https://www.statista.com/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/
Advertising Age, Advertising spending of selected restaurant chains in the United States in 2020 (in million U.S. dollars) Statista, https://www.statista.com/statistics/261957/ad-spend-of-selected-restaurants-in-the-us/ (last visited May 21, 2022)
