Marketers just can’t seem to escape the tyranny of performance marketing metrics. Gartner has just released a survey of more than 400 senior marketing execs and finds that 84% say the companies they work for are trapped in that familiar cycle known as the “brand doom loop.” It’s because companies underinvest in brand measurement and lack confidence in the results. Unsurprisingly, it then becomes harder for them to make the case for sustained brand marketing budgets, let alone increases, to increasingly skeptical CEOs and CFOs. That’s contributed to brand marketing being viewed as an expense that drains capital, rather than an investment that increases revenue.

U.S. chains dominate an annual ranking of the world’s most valuable restaurant brands. With its brand value up 5% to $42.6 billion, McDonald’s has reclaimed the top spot in Brand Finance’s annual report of the 25 most valuable and strongest restaurant brands in the world. Together, the brands had a combined value of $190.1 billion. Only five international companies cracked the list. Starbucks fell to second place from the top spot last year. Its brand value fell 4% to $37 billion as tougher competition in key markets, including China, limits the impact of its improving store performance. Rounding out the top five were KFC (brand value up 8% to %16.5 billion, Subway (brand value up 18% to $9.5 billion) and Chick-fil-A (brand value up a whopping 44% to $8.1 billion.) Here are the top 10 brands in Brand Finance's 2026 Restaurants ranking.  McDonald’s (brand value: $42.6 billion) Starbucks ($37 billion) KFC ($16.5 billion) Subway ($9.5 billion) Chick-fil-A ($8.1 billion) Tim Horton’s ($7.4 billion) Domino’s Pizza ($7.1 billon) Taco Bell  ($6.9 billion) Wendy’s ($4.9 billion) Pizza Hut ($4.9 billion) The remaining 25 brands are listed below. 11. Dunkin’ 12. Mixue (China) 13. Haidilao. (China) 14. Burger King 15. Chipotle 16. Olive Garden 17. Texas Roadhouse 18. Jollibee (Philippines) 19. Luckin Coffee (China) 20. Popeyes 21. Greene King (U.K.) 22. Chili’s 23. Greggs  24. Longhorn Steakhouse 25. Dutch Bros

A study released today by R.R. Donnelley Sons & Company (RRD) revealed that marketers' preference for channels with proven return on investment more than doubled over the past year (38% compared to 15%). The Modern Marketers Report found that economic uncertainty, increasing privacy concerns, and consumer fatigue toward marketers’ digital strategies are driving the resurgence of “tried and true” marketing channels. In addition, managing vendors was reported as a more common top organizational challenge this year than it was in 2022 (23% compared to 7%). The Modern Marketers Report, the company’s fourth annual marketing industry report, compares 1,000+ US consumers’ purchasing behaviors and preferences and attitudes toward brands’ marketing tactics with how 500+ U.S.-based marketing professionals are planning, executing, and adjusting their strategies. “During the holiday shopping season, consumers are thinking twice before they open their wallets or provide their personal information to receive deals,” said Al duPont, Chief Commercial Officer at RRD. “Results from our latest report show that marketers pairing their most reliable channels with positioning that blends convenience and savings stand the best chance for fostering customer loyalty in an increasingly competitive market.”