品牌价值-最有价值和最强餐厅品牌25强的2023年度报告（英）-2023.3.pdf

Restaurants252023The annual report on the most valuable and strongest Restaurant brandsMarch 2023Brand Finance Restaurant 25 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 9Brand Value&Brand Strength Analysis10Brand Value Ranking16Methodology17Our Services24Brand Finance Restaurant 25 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Savio DSouzaSenior DFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Restaurant 25 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Restaurant 25 7Foreword.Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Brand Finance Restaurant 25 8Starbucks and McDonalds maintain dominance as the Worlds most valuable restaurant brands.+Starbucks extends lead,remaining most valuable restaurant brand for 7th consecutive year+McDonalds maintains 2nd position despite 7%brand value reduction+American brands make up 93%of overall ranking brand value+Texas Roadhouse is the fastest growing brand,up 56%,Jollibee and Popeyes follow close behind+Greggs is the strongest brand in the restaurant sector with AAA rating+Starbucks has highest Sustainability Perceptions Value of US$3.1 billionRanking Analysis.Brand Finance Restaurant 25 10Ranking Analysis.Starbucks extends lead,remaining most valuable restaurant brand for 7th consecutive yearStarbucks(brand value up 17%to$53.4 billion)has cemented its position as the worlds most valuable restaurant brand at the top of the global restaurant ranking.The American multinational coffeehouse chain has held this position for seven consecutive years and has significantly widened its lead over the second most valuable restaurants brand,McDonalds(brand value down 7%to US$36.9 billion).Starbucks generated accelerating demand for its products throughout 2022 following a continued return to normality as pandemic-related restrictions reduced globally.Starbucks brand value is now 30%higher than its pre-pandemic value.This success highlights the positive impact that the brands US Reinvention Plan has had since its launch in 2022.This three-year brand roadmap will include targeted investments in partners,customers,and stores that are expected to accelerate the companys long-term growth and progressively expand operating margins.This will also focus on an increased digitalisation of the customer experience to deliver a more personalised experiential convenience in effect,allowing the Starbucks brand to expand from its iconic coffee shops to the home,office,and jobsite.This is by growing its Starbucks Delivers program in the U.S.with a new partnership with DoorDash,which will expand to a national scale alongside UberEats in 2023.Brand Finance Restaurant 25 11Ranking Analysis.McDonalds maintains 2nd position despite 7%brand value reductionDespite a 7%brand value reduction,McDonalds maintains its position as the second most valuable restaurants brand for the 7th consecutive year,with a brand value of US$36.9 billion.Like many large global enterprises,McDonalds has faced issues in relation to supply chains and rising inflation.Because of the macro-economic difficulties faced by the brand and market instability,McDonalds has raised prices on several popular menu items over the last twelve months.For a restaurant brand whose identity has relied upon low-priced products,this decision has not been taken lightly amongst consumers.The brands forecast revenues and business value have also gone down in 2023,and all have likely contributed to McDonalds brand strength and value reduction.However,McDonalds Accelerating the Arches strategy has looked to try and counter this and put the brand back on track for future brand value and brand strength growth.This growth strategy is focused on staying ahead of the curve on customer desires and realising future growth potential.This includes a big focus on its digital,delivery and drive thru offerings.The brands digital offerings now account for over one-third of McDonalds enterprise-wide sales,highlighting its vital importance to the brand.This has further growth potential,and will offer a more personalised and convenient experience,thereby making customers feel more connected to the McDonalds brand,potentially increasing visits,engagement,and brand equity.American brands make up 93%of overall ranking brand value American brands make up 93%of the overall brand value of the ranking,also accounting for 21 out of the 25 brands included.These include well known global fast-food chains such as KFC(brand value steady at US$17.1 billion),Dominos Pizza(brand value up 1%to 7.4 billion),and Subway(brand value steady at US$7.1 billion),which round out the top five.Canadian brand Tim Hortons(brand value up 38%to US$6.1 billion)and Chinas Haidilao(brand value down 14%to US$4 billion)are the only non-American brands to place in the top 15 of the ranking.The relative lack of non-US brands highlights the nations continued dominance within the sector,with few signs of change.Top 10 Most Valuable Restaurant Brands 6+11%US$7.1 bn6 7+38%US$6.1 bn11 8+27%US$6.1 bn9 912US$6 bn+39%107US$5.9 bn+0%1+17%US$53.4 bn1 3+0%US$17.7 bn3 44US$7.4 bn+1%55US$7.1 bn+0%2-7%US$36.9 bn2 Brand Finance Plc 20230222100000Brand Finance Restaurant 25 12Ranking Analysis.Texas Roadhouse is the fastest growing brand,up 56%,Jollibee and Popeyes follow close behind Texas Roadhouse has achieved a 56%brand value increase in 2023,to a brand value of US$2.3 billion,making it the fastest growing restaurant brand in the ranking.This brand value increase comes primarily as a result of the brands strong expansion strategy.The brand now operates 700 restaurants and has further raised its expansion targets for the coming years,hoping to reach 900 units.Texas Roadhouse has begun to expand into smaller markets,which it sees as regions with populations between 40,000 and 60,000,in which it has been received well by receptive consumers.This growth trajectory has resulted in an increase in revenue forecast,and continued projection of authentic brand values.Filipino brand Jollibee(brand value up 53%to US$1.6 billion)followed closely behind as the second fastest growing brand in the ranking.Brand Value Change 2022-2023(%)39.3%-0.2%49.1%-7.2%52.9%-14.3%56.0%-24.8%Brand Finance Plc 2023The brands post-pandemic growth plans have seen it expand further into the US market,planning to open 500 stores in the coming years and rival other fast-food giants such as McDonalds and KFC.It is also looking to break into the Chinese market.This aggressive growth strategy has already reaped rewards for the brand,highlighted by its significant brand value increase,and if targets are met it may continue to do so in the years to follow.American fried chicken fast food restaurant brand,Popeyes(brand value up 49%to US$1.8 billion),has also seen significant growth.Its brand value is now up 96%from its pre-pandemic levels.The brand has focused particularly on its social media outreach,proving extremely popular amongst customers,and increasing its talkability and brand awareness.Popeyes is re-entering the Chinese market to capitalise on a rebound in post-covid fast food consumption and cheap rentals in the country.Both have contributed to Popeyes rising brand value and have helped sustain a strong level of brand equity amongst stakeholders.Brand Finance Restaurant 25 13Ranking Analysis.Greggs is the strongest brand in the restaurant sector with AAA ratingIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 31 sectors.British baked goods institution,Greggs(brand value up 17%to US$1 billion),is the strongest brand in the ranking with a Brand Strength Index Score of 89/100 and corresponding AAA rating.Greggs remains the strongest brand despite raising the prices of its products in the face of rising operating cost,inflation,and supply chain issues.In comparison to brands such as McDonalds,which have seen brand value and strength reductions partly in connection with price increases,Greggs has remained remarkably resilient.Its price increases have seemingly not had as large an impact on customer choice.Top 10 Strongest Restaurant Brands88.6-0.8 1AAA186.9+1.9 3AAA585.9+1.0 46AAA84.9-0.6 54AAA84.6-3.3 6AAA287.1+3.9 2AAA983.7+0.8 7AAA-1083.4-3.4 8AAA-382.3+4.1 916AAA-81.6-2.0 108AAA-Brand Finance Plc 20231212102212Greggs total sales for 2022 were better-than-expected as the brand has communicated its value-for-money offering of products to consumers who are incre