McDonald's in brief
- Rank: #12 of 100 in America's Most Powerful 100 Brands 2026; #1 of 13 in Hospitality & Travel.
- WCRC Power Score: 78.11 out of 100.
- Founded: 1940, by Richard and Maurice McDonald; franchised by Ray Kroc from 1955.
- Owner: McDonald's Corporation, Chicago, Illinois.
- Leadership: Chris Kempczinski, Chairman and CEO.
- Latest revenue: $26.9bn revenue (FY2025, +3.7%), as per company filings.
What makes McDonald's powerful
McDonald's stands for speed, consistency and a familiar meal almost anywhere on earth. The Golden Arches, the Big Mac and its fries mean the same thing in Chicago as in Tokyo, and the brand is part of daily routines in many countries.
That familiarity gives McDonald's the means to invest through a hard stretch. Under its McDonald's NEXT strategy, the company plans about $8.5 billion in support for franchised restaurants through 2036, for equipment and internal systems. Part of that money, through 2030, goes to rent relief and to AI tools for kitchens and order kiosks. The plan also expands hand-breaded chicken. Profits have held up while traffic has softened: in the third quarter of 2026, net income rose 9% to $2.49 billion, and adjusted earnings per share of $3.57 beat analyst forecasts.
McDonald's US comparable sales fell 0.2% in the third quarter of 2026, its first US decline since early 2025.
Why McDonald's ranks #12
McDonald's sits at #12 in the US ranking, behind Visa at #11 and Costco at #10, and ahead of WhatsApp at #13 and Mastercard at #14. It scores very high on positioning and recall, where few brands can match the Golden Arches. Visa and Costco edge ahead on consumer trust and value perception. McDonald's stays above WhatsApp and Mastercard because its brand is part of everyday life in so many countries.
The Achilles' heel
McDonald's weak spot is price. The brand was built on value, and when diners feel menu prices have climbed too far, they visit less. In the third quarter of 2026, US comparable sales slipped 0.2%, as fewer guest visits were only partly offset by higher average checks. The menu also draws steady criticism on health grounds.
The 2026 story
McDonald's spent 2026 fighting to win back value-minded diners. On September 23, 2026, it laid out its McDonald's NEXT strategy, with about $8.5 billion in support for franchisees through 2036. On November 4, 2026, it reported that global comparable sales rose in the third quarter, while US comparable sales dipped 0.2%, the first US decline since early 2025. Chief executive Chris Kempczinski said US results improved as the quarter went on. Restored app deals and a value-focused marketing push helped US same-store sales turn positive in September.
Pillar profile
McDonald's's full 50-parameter profile is published on its World's Most Powerful 100 Brands 2026 page.
Versus its nearest rivals
Questions people ask
What rank is McDonald's in WCRC's America's Most Powerful Brands 2026?
McDonald's ranks #12 of 100 in WCRC's America's Most Powerful 100 Brands 2026, with a WCRC Power Score of 78.11 out of 100.
What makes McDonald's powerful?
The Golden Arches stand for speed, consistency and value in more than 100 countries.
What is McDonald's's revenue?
$26.9bn revenue (FY2025, +3.7%), as per company filings.
Who founded and owns McDonald's?
McDonald's was founded in 1940 by Richard and Maurice McDonald; franchised by Ray Kroc from 1955. It is owned by McDonald's Corporation and based in Chicago, Illinois.
Who leads McDonald's?
Chris Kempczinski, Chairman and CEO.
What is McDonald's's biggest challenge?
Price-sensitive customers have pulled back, and the menu faces health criticism.
Also featured in
- Most powerful Hospitality & Travel brands
- America's 50 Most Valuable Brands
- American Global Powerhouses
- Most powerful brands in Illinois
Key facts
| Brand | McDonald's |
|---|---|
| Company / owner | McDonald's Corporation |
| Headquarters | Chicago, Illinois, United States |
| Founded | 1940 |
| Founder(s) | Richard and Maurice McDonald; franchised by Ray Kroc from 1955 |
| Leadership | Chris Kempczinski, Chairman and CEO |
| Latest revenue | $26.9bn revenue (FY2025, +3.7%), as per company filings |
| Sector | Hospitality & Travel |
| Website | mcdonalds.com |
| Country of origin | United States |
Sources
- Annual report (Form 10-K) and financial results of McDonald's Corporation filed with the US Securities and Exchange Commission
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
