英國知名品牌評估機構 「品牌金融」（Brand Finance） 於 2025年最新發布的《全球餐飲品牌價值25強》（Restaurants 25 2025）排行榜中，出現引人注目的變化。美國速食巨頭麥當勞（McDonald’s）再次超越星巴克（Starbucks），重奪全球最具價值餐飲品牌的桂冠。中國品牌海底撈（Haidilao）與瑞幸咖啡（Luckin Coffee）也雙雙進榜，成為亞洲品牌在全球餐飲業舞台上的亮眼代表。

根據Brand Finance公布的數據，麥當勞以405.12億美元的品牌價值登上榜首，較上一年度顯著成長，重返全球第一的位置。排名第二的星巴克則以387.60億美元緊隨其後。兩大品牌之間的差距雖然不大，但顯示出速食與咖啡兩大類別在全球市場上的競爭正進入白熱化階段。麥當勞近年積極推動數位轉型、智慧點餐與外送服務，同時透過健康餐單與永續經營策略改善品牌形象，使其在疫情後的市場復甦中展現強大韌性。而星巴克則在中國市場的增速放緩，加上新興本土品牌的挑戰，使其全球增長勢頭略顯疲軟，導致排名退居第二。

排名第三至第十名依然由美國品牌主導，分別是肯德基（KFC）、賽百味（Subway）、塔可貝爾（Taco Bell）、提姆霍頓斯（Tim Hortons，加拿大）、達美樂比薩（Domino’s Pizza）、Chick-fil-A、溫迪漢堡（Wendy’s）與必勝客（Pizza Hut）。這些品牌在全球市場擁有龐大的分店網絡與穩定的品牌忠誠度，仍是國際速食產業的主導力量。

值得注意的是，中國的海底撈以穩健的品牌影響力進入榜單第14名。作為中國最具代表性的火鍋品牌，海底撈在疫情後迅速恢復營運，並持續推動海外市場擴張。其卓越的顧客服務、智能化餐飲模式與品牌差異化策略，使其成功打入全球消費者心中，成為亞洲飲食文化的代表之一。而另一家中國品牌瑞幸咖啡（Luckin Coffee）則首次躋身前25名，位居第19位。瑞幸在經歷財務風波後成功翻身，憑藉「平價精品咖啡」定位與數位化營運策略，在中國市場快速擴張，並以科技驅動的高效率模式重新贏得投資者與消費者信任，成為中國新零售餐飲的典範。

此外，來自 菲律賓的快樂蜂（Jollibee）也以第17名的成績再度進榜，展現東南亞品牌在國際市場的持續上升潛力。加拿大品牌Popeyes、英國的Greggs、以及義大利的Autogrill亦名列榜單，顯示全球餐飲市場正逐漸多元化，地域性品牌正在向全球化邁進。

Brand Finance 在報告中指出，2025年全球餐飲品牌的整體價值實現了顯著回升，主要得益於消費需求的全面復甦與外送經濟的持續發展。與此同時，餐飲業的品牌競爭也愈發激烈，數位科技、永續經營、健康化菜單與在地化策略成為各大品牌的核心競爭力。特別是亞洲市場的崛起，讓中國與東南亞品牌有更多機會躋身全球前列，改變過去由美國品牌一統天下的格局。

整體而言，2025年的《全球餐飲品牌價值25強》不僅是一份排名，更是一面反映全球餐飲產業發展趨勢的鏡子。麥當勞重回榜首象徵著傳統速食品牌的再生力，而海底撈與瑞幸咖啡的入榜則標誌著中國品牌正逐漸具備全球影響力。隨著科技、文化與市場結構的變化，未來的全球餐飲競爭將不僅是口味之爭，更是一場品牌策略與文化軟實力的較量。

The British brand valuation consultancy Brand Finance has released its latest report, “Restaurants 25 2025,” ranking the world’s most valuable restaurant brands. In this year’s list, McDonald’s has surpassed Starbucks to reclaim the top spot, reaffirming its dominance in the global fast-food industry. Meanwhile, Chinese brands Haidilao and Luckin Coffee have both made the list, reflecting the growing international influence of China’s food and beverage sector.

According to the report, McDonald’s leads with a brand value of USD 40.512 billion, marking a strong recovery and growth from previous years. Starbucks, with a brand value of USD 38.76 billion, ranks second. Although the gap between the two remains narrow, the change highlights the intensifying competition between fast-food and coffee chains worldwide. McDonald’s resurgence is largely attributed to its ongoing digital transformation, the introduction of AI-driven ordering systems, sustainable sourcing strategies, and healthier menu options. In contrast, Starbucks’ performance has been somewhat restrained by a slowdown in China — one of its key markets — and the rise of new local competitors, pushing it down to second place.

Rounding out the top ten are familiar names that continue to dominate the global market: KFC, Subway, Taco Bell, Tim Hortons (Canada), Domino’s Pizza, Chick-fil-A, Wendy’s, and Pizza Hut. These brands maintain their leadership through extensive international networks, strong customer loyalty, and consistent brand identity.

Among the most notable developments this year is the inclusion of two Chinese brands. Haidilao, ranked 14th, represents the strength and sophistication of China’s dining culture. The hotpot chain has quickly rebounded from the pandemic, expanding overseas and introducing innovations such as smart restaurant systems and exceptional customer service. Its success demonstrates how a traditional Chinese dining experience can evolve into a global phenomenon. Meanwhile, Luckin Coffee, entering the list for the first time at 19th place, has made a remarkable comeback. After overcoming its financial scandal, the brand rebuilt its image through a “premium yet affordable” positioning, tech-driven operations, and an efficient digital ecosystem. Luckin’s growth in China’s highly competitive coffee market has made it a model of resilience and reinvention.

Jollibee from the Philippines, ranking 17th, continues to represent Southeast Asia’s growing presence on the global stage, while other international players such as Popeyes (Canada), Greggs (UK), and Autogrill (Italy) highlight the increasing regional diversity in the restaurant sector.

Brand Finance’s report emphasizes that the total value of global restaurant brands in 2025 has seen a strong rebound, driven by renewed consumer demand and the continued rise of food delivery services. It also notes that the restaurant industry is undergoing a fundamental transformation — digital innovation, sustainability, health-conscious offerings, and localization are now key factors defining brand success. The growing prominence of Asian brands signals a shift away from the long-standing U.S.-centric dominance, pointing toward a more globally balanced industry landscape.

Overall, the “Restaurants 25 2025” ranking is more than a list of brand values — it is a reflection of the changing dynamics in the global restaurant industry. McDonald’s return to the top symbolizes the enduring adaptability of legacy fast-food giants, while Haidilao and Luckin Coffee’s rise marks the emergence of Chinese brands as new global players. As technology, culture, and consumer behavior continue to evolve, the competition among global restaurant brands will increasingly become not just a battle of flavors, but also one of innovation, sustainability, and cultural influence.