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McDonald's

McDonald's

Company: McDonald's Corp

Brand Value: $143,787 Million

Headquarters: Oak Brook, IL

Year on Year Change: 15%

Category: Fast food

Year formed: 1955

McDonald’s is a fast food chain known worldwide for its speedy service, golden arches, and diverse menu items. The brand traces its roots to a barbecue restaurant opened in 1940 by Richard and Maurice McDonald. In 1955, McDonald’s was purchased and reinvented as a franchise company by Ray Kroc. Since then the brand has relied heavily on advertising to drive sales and perception, including its instantly recognizable mascot Ronald McDonald. Its longtime slogan “I’m lovin’ it” slogan has been localized into many markets and languages. Today, the brand has more than 37,000 restaurants in over 100 countries. In the US, its recent strategy has focused on providing a modern, digital experience with ordering kiosks, Uber Eats and DoorDash delivery, and mobile ordering both curbside and from a table. Among fast food brands, McDonald’s is dominant in brand value at more than three times its nearest rival Starbucks.

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