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Ad spend of selected restaurants in the U.S. 2018

Advertising spending of selected restaurant chains in the United States in 2018 (in million U.S. dollars)

by A. Guttmann, last edited Sep 25, 2019
Ad spend of selected restaurants in the U.S. 2018 In 2018, McDonald’s spent more on advertising in the United States than all other widely recognized restaurant chains. With 761 million U.S. dollars in ad expenditures, the chain was way ahead of brands such as Domino's (next in line, with a 418 million ad spend) and Taco Bell (415 million). Subway and Burger King both spent more than 300 million on measured media that year, 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 82 billion U.S. dollars, far surpassing Starbucks and Subway. Fellow fast food chain KFC ranks fourth with a value of 15 billion dollars, while Burger King is second to last. Taco Bell did not make it to the top ten list in 2019.

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 69 points it was well behind Burger King’s 76 points, Subway’s 80 point-score and even Taco Bell, which earned 74 points.
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Advertising spending of selected restaurant chains in the United States in 2018 (in million U.S. dollars)

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