美國快餐店品牌麥當勞mcdonald's市場前景及投資研究報告-培訓課件外文版2024.6薯條漢堡

COMPANIES

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PRODUCTSQuickservicerestaurantbrands:McDonald'sCHAPTER

01Brandvalue&marketcapitalizationLeadingbrandsworldwidein2023,bybrandvalue(inbillionU.S.dollars)Brandvalueofthemostvaluablebrandsworldwide2023BrandvalueinbillionU.S.dollars01002003004005006007008009001,000AppleGoogle880.46577.68MicrosoftAmazon501.86468.74191.11169.09141.02124.82110.63106.11McDonald’sVisaTencentLouisVuittonMastercardCoca-Cola3Description:Appleretaineditspositionastheworld’smostvaluablebrandin2023,withanestimatedbrandvalueofover880billionU.S.dollars.Googlerankedsecond,havingbeenvaluedatnearly578billiondollars.Overall,thebrandrankingwasdominatedbyU.S.-basedtechcompanies.ReadmoreNote(s):Worldwide;2023Source(s):KantarMcDonald'sglobalbrandvaluefrom2006to2023(inbillionU.S.dollars)McDonald's:brandvalue2006-2023250196.5320015010050191.11154.92130.37

129.32126.0497.7295.1990.26201388.65201685.71201481.02201181.16201566.58

66.0149.533.14200728.9920060200820092010201220172018201920202021202220234Description:In2023,McDonald'sbrandvalueamountedto191.11billionU.S.dollars,downfrom196.53billiondollarsayearearlier–anannualdeclineofalmostthreepercent.

ReadmoreNote(s):Worldwide;2006to2023Source(s):KantarThe100largestcompaniesintheworldbymarketcapitalizationin2023(inbillionU.S.dollars)Biggestcompaniesintheworldbymarketvalue2023MarketcapitalizationinbillionU.S.dollars0

500

1,0001,5002,0002,5003,000Apple(U.S.)2,746.21Microsoft(U.S.)SaudiArabianOilCompany(SaudiAramco,SaudiArabia)Alphabet(U.S.)2,309.842,055.221,340.53Amazon(U.S.)1,084.06NVIDIA(U.S.)MetaPlatforms(U.S.)708.4599.82539Tesla(U.S.)LVMHMoet,Hennessey,LouisVuitton(France)Visa(U.S.)482.45477.38460.19439.39423.17UnitedHealthGroup(U.S.)ExxonMobil(U.S.)TaiwanSemiconductor(Taiwan)5Description:Withamarketcapitalizationof2.75trillionU.S.dollarsasofMay2023,Applewastheworld’slargestcompanythatyear.Roundingoutthetopfiveweresomeoftheworld’smostrecognizablebrands:Microsoft,SaudiArabianOilCompany(SaudiAramco),Google’sparentcompanyAlphabet,andAmazon.SaudiAramcoledtherankingoftheworld'smostprofitablecompaniesin2022,withapre-taxincomeofmorethan300billionU.S.dollars.ReadmoreNote(s):Worldwide;May5,2023Source(s):ForbesMarketcapitalizationoflargestcompaniesinS&P500IndexasofJuly2023(inbillionU.S.dollars)LargestS&P500companiesbymarketcap2023MarketcapinbillionU.S.dollars1,50005001,0002,0002,5003,0003,500AppleMicrosoftAlphabet2,9582,5371,521AmazonNvidia1,3211,110TeslaMetaBerkshireHathawayVisa880.8775.33749.9511.33JPMorganChaseUnitedHealthExxonMobilEliLilly430.8428.7422.03417.056Description:AsofJuly2023,techgiantsApple,MicrosoftAlphabet(Google),Amazon,andNvidiadominatedtheS&P500indexandweretheonlyfivecompanieswithamarketcapitalizationexceedingonetrillionU.S.dollarsintheU.S..AfterabriefperiodwhereMicrosoftovertookAppletobecomethelargestcompany,AppleretooktheleadwithamarketcapitalizationofnearlythreetrillionU.S.dollars.ReadmoreNote(s):Worldwide;July2023Source(s):DisFLeadingfoodanddrinkservicescompaniesworldwidein2023,bymarketvalue(inbillionU.S.dollars)Marketvalueofbiggestglobalfoodanddrinkservicescompanies2023MarketvalueinbillionU.S.dollars050100150200250McDonald'sCorporation(UnitedStates)StarbucksCorporation(UnitedStates)ChipotleMexicanGrill,Inc.(UnitedStates)CompassGroupPLC(UnitedKingdom)YUM!Brands,Inc.(UnitedStates)216.5122.95645.538.5YumChinaHoldings,Inc.(China)26.222.218.5RestaurantBrandsInternationalInc.(Canada)DardenRestaurants,Inc.(UnitedStates)Aramark(UnitedStates)9.17Description:Whenlookingattheleadingfoodanddrinkservicechainsbymarketvalue,asrankedbyForbesinits"Global2000"listofthelargestcompaniesworldwide,McDonald'scameoutontop.Thefastfoodchainaccountedforamarketvalueofapproximately216.5billionU.S.dollarsin2023.Meanwhile,secondintherankingwascoffeeshopchainStarbucks,withamarketvalueof122.9billionU.S.dollars.ReadmoreNote(s):Worldwide;asofMay5,2023;includescompaniesrankedinForbes'"Gobal2000"Source(s):ForbesCHAPTER

02SalesLeadingfoodanddrinkservicescompaniesworldwidein2023,bysales(inbillionU.S.dollars)Salesofbiggestglobalfoodanddrinkservicescompanies2023SalesinbillionU.S.dollars10

150StarbucksCorporation(UnitedStates)CompassGroup(UnitedKingdom)Sodexo(France)520253035344032.523.9McDonald'sCorporation(UnitedStates)Aramark(UnitedStates)23.417DardenRestaurants,Inc.(UnitedStates)YumChinaHoldings,Inc.(China)10.39.8ChipotleMexicanGrill,Inc.(UnitedStates)YUM!Brands,Inc.(UnitedStates)RestaurantBrandsInternationalInc.(Canada)96.96.69Description:Whenlookingattheleadingfoodanddrinkserviceschainsbysales,asrankedbyForbesinits"Global2000"listofthelargestcompaniesworldwide,Starbuckscameoutontop.Thecoffeeshopchaingeneratedsalesofapproximately34billionU.S.dollarsin2023.Meanwhile,secondintherankingwascontractfoodservicecompanyCompassGroup,withsalesof32.5billionU.S.dollars.ReadmoreNote(s):Worldwide;asofMay5,2023;includescompaniesrankedinForbes'"Gobal2000"Source(s):ForbesLeadinghospitalityandrecreationcompaniesworldwidein2023,bysales(inbillionU.S.dollars)Salesofbiggestglobalhospitalityandrecreationcompanies2023SalesinbillionU.S.dollars0510152025303540StarbucksCorporation(UnitedStates)CompassGroupPLC(UnitedKingdom)Sodexo(France)3432.523.9McDonald'sCorporation(UnitedStates)MarriottInternationalInc.(UnitedStates)Aramark(UnitedStates)23.422.217MGMResortsInternational(UnitedStates)CaesarsEntertainment(UnitedStates)RoyalCaribbeanGroup(UnitedStates)DardenRestaurants,Inc.(UnitedStates)YumChinaHoldings,Inc.(China)AristocraticLeisure(Australia)14.111.410.710.39.89.59.5FlutterEntertainment(Ireland)10Description:Whenlookingattheleadinghospitalityandrecreationchainsbysales,asrankedbyForbesinits"Global2000"listofthelargestcompaniesworldwide,Starbuckscameoutontop.Thecoffeeshopchaingeneratedapproximately34billionU.S.dollarsinsalesin2023.Meanwhile,secondintherankingwascontractfoodservicecompanyCompassGroupPLC,withsalesamountingto32.5billionU.S.dollars.ReadmoreNote(s):Worldwide;asofMay5,2023;includescompaniesrankedinForbes'"Gobal2000"Source(s):ForbesMcDonald'sfranchisedrestaurantsalesworldwidefrom2006to2023(inbillionU.S.dollars)FranchisesalesofMcDonald's2006-202314012010080119.75109.47102.6890.7686.1385.1878.269.69

70.25

69.6269.7167.6566.2361.1556.93604020054.1346.94200741.382006200820092010201120122013201420152016201720182019202020212022202311Description:Duringthe2023financialyear,McDonald'sfranchiserestaurantsgeneratedatotalof119.75billionU.S.dollarsinsales.Thisshowsanincreaseoverthepreviousyear'stotalof109.47billion.ThefranchisesalesofMcDonald'srestaurantshavetrendedupwardsoverthepastdecade.ReadmoreNote(s):Worldwide;2006to2023;franchisedsalesarenotrecordedasrevenuesbythecompanySource(s):McDonald'sCHAPTER

03AdvertisingspendingMcDonald'sadvertisingcostsworldwidefrom2014to2023(inmillionU.S.dollars)McDonald'sadspendglobally2014-2023ContributionstoadvertisingcooperativesProductioncostsforradioandTVadvertising1,00090098.7808.220148007006005004003002001000113.8718.7201588.8100.2329.282.98881.563.841.7645.8532.92017388.82018377.62021365.8347.2325.52020334.5201620192022202313Description:Globally-knownquickservicerestaurant(QSR)chainMcDonald’sspentapproximately388.9millionU.S.dollarsonadvertisingworldwidein2023,downfrom398.3millionthepreviousyear.Advertisingcostsaredividedintotwocategories:contributionstoadvertisingcooperativesandproductioncostsforradioandTVadvertising.Contributionstoadvertisingcooperativesaccountedfor347.2millionU.S.dollarsandproductioncostsfor41.7millionin2023.

ReadmoreNote(s):2014to2023Source(s):McDonald'sAdvertisingspendingofselectedrestaurantchainsintheUnitedStatesin2022(inmillionU.S.dollars)AdspendofselectedrestaurantsintheU.S.2022SpendinginmillionU.S.dollars200

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4000100500600700800774900Domino's(Domino'sPizza)McDonald's(McDonald'sCorp.)Wendy's(Wendy'sCo.)638538BurgerKing(RestaurantBrandsInternational)TacoBell(YumBrands)497396Starbucks(StarbucksCorp.)367364Subway(Doctor'sAssociates)Dunkin'(InspireBrands)265Chick-fil-A(Chick-fil-A)212ChipotleMexicanGrill(ChipotleMexicanGrill)14914Description:In2022,Domino'srankedasthemost-advertisedrestaurantchainintheUnitedStates,withameasuredmediaadspendof774millionU.S.dollars.McDonald’scameinsecondwithaspendingof638milliondollarsinmeasuredmediaadvertising.Wendy'sfollowedwith538milliondollars.ReadmoreNote(s):UnitedStates;2022;measuredmediaadspendingSource(s):AdvertisingAge;Pathmatics;VivvixMcDonald'sCorporationadvertisingspendingintheUnitedStatesfrom2009to2022(inbillionU.S.dollars)McDonald's:adspendintheU.S.2009-20222.01.81.61.91.621.621.541.511.461.421.431.421.431.371.41.21.00.80.60.40.20.01.31.24200920102011201220132014201520162017201820192020202215Description:McDonald'sinvested1.9billionU.S.dollarsinadvertisingintheUnitedStatesin2022.Since2014,theomni-presentfastfoodrestaurantchainhasbeenconsistentlyincreasingtheirpromotionalspendinginthecountry.ReadmoreNote(s):UnitedStates;2009to2022Source(s):AdvertisingAge;Pathmatics;VivvixCHAPTER

04ConsumersMostpopularFacebookfanpagesworldwideasofSeptember2023,basedonnumberoffans(inmillions)MostpopularFacebookfanpagesglobally2023NumberoffansonFacebookinmillions100050150200250FacebookSamsung214.62159.82CristianoRonaldoRealMadridCFCoca-Cola122.28111.33106.96103.35100.0397.9196.7190.1687.69FCBarcelonaShakiraTastyVinDieselLeoMessiChinaDailyEminem86.5284.81Mr.Bean17Description:Apartfrombeingthemost-followedpersononInstagram,CristianoRonaldoisalsothemost-followedpersononFacebookwithover122millionsubscriberstohisFacebookpageinJanuary2023.OnlyFacebookitselfandtechconglomerateSamsunghadmorefollowersonthesocialnetwork.Ronaldo’spositionintherankingisevenmoreimpressivegiventhatthelistofmostpopularfanpagesonFacebookisdominatedbyglobalbrandsratherthanindividualcelebrities.

ReadmoreNote(s):Worldwide;September2023Source(s):Facebook;TrackalyticsAmericanCustomerSatisfactionIndexscoresofMcDonald'srestaurantsintheUnitedStatesfrom2000to2023AmericanCustomerSatisfactionIndex:McDonald'srestaurantsintheU.S.2000-2023757373737169676563615957557271707070696969696969686767646463626261592000

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202318Description:ThisstatisticshowstheAmericanCustomerSatisfactionIndex(ACSI)scoresofMcDonald'srestaurantsintheUnitedStatesfrom2000to2023.McDonald'sACSIscorewas69in2023.Thisscorewasonepointhigherthanthepreviousyear.

ReadmoreNote(s):UnitedStates;2000to2023Source(s):ACSI?McDonald’sbrandawareness,usage,popularity,loyalty,andbuzzamongrestaurantchaincustomersintheUnitedStatesin2023McDonald’sbrandprofileintheUnitedStates2023100%92%90%80%70%60%50%40%30%20%10%0%58%53%51%38%McDonald’sawarenessMcDonald’spopularityMcDonald’susageMcDonald’sloyaltyMcDonald’sbuzz19Description:HowhighisthebrandawarenessofMcDonald’sintheUnitedStates?Whenitcomestorestaurantchaincustomers,brandawarenessofMcDonald’sisat92percentintheUnitedStates.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbra