This article was originally published in the Brand Finance Global 500 2025 report.
Managing Director,
Brand Finance Americas
Starbucks has experienced a sharp decline in this year’s Brand Finance Global 500 ranking, falling 30 places from its highest-ever position of 15th in 2024 to 45th in 2025 - its lowest ranking since 2016.
Starbucks made its debut in the inaugural Brand Finance Global ranking in 2007 in 117th place. Over nearly two decades, the brand has displayed steady progress, especially following its lowest-ever ranking of 185th in 2011. Since then, Starbucks has experienced consistent growth, with a notable leap between 2014 and 2015, when it entered the top 50 globally for the first time.
However, in this year’s ranking, the brand’s value has plummeted by 36% to USD38.8 billion, down from USD60.7 billion last year. The has led to the loss of its title as the world’s most valuable restaurant brand. This year, McDonald’s has overtaken Starbucks, in 42nd place globally with a 7% increase in brand value to USD40.5 billion.
Brand Finance data highlights a decline in several key brand strength metrics within the US, with the most notable decreases observed in the brand’s ability to Meet Customer Needs, as well as its Reputation and Recommendation scores. Overall, Starbucks’ Brand Strength Index (BSI) score declined from 83.9 out of 100 to 73.0.
These declines reflect deeper issues for Starbucks, including a misalignment with customer expectations. Starbucks' heavy focus on app-based sales has drawn criticism from loyal customers who value the brand's traditional coffeehouse experience. Combined with its high prices, this shift has contributed to a decline in sales and growing dissatisfaction among consumers.
Globally, Starbucks faces significant challenges, particularly in China, where its ambitious 2022 expansion plan to open one store every nine hours has faltered under intense competition from local rival Luckin Coffee.
According to Brand Finance data, Starbucks has experienced declines in two key metrics within the Chinese market: Reputation and Recommendation. Meanwhile, Luckin’s brand value has surged by 68% to USD2.4 billion, underscoring Starbucks’ struggle to maintain market leadership.
Reputational issues have further compounded Starbucks’ challenges. A high-profile boycott campaign related to the conflict in Gaza has dented consumer trust in key international markets. Leadership instability has exacerbated the situation, with four CEOs in two years and key roles left unfilled, including the North American CEO position following Michael Conway’s retirement.
However, Starbucks’ current CEO, Brian Niccol, has earned a reputation for successfully revitalizing brands within the sector, bringing optimism to the role. Notably, during his tenure at Chipotle from 2018 to August 2024, Brand Finance data reveals Chipotle’s brand value almost doubled from USD2.7 billion to USD4.9 billion.
The elimination of the Global Chief Marketing Officer role also raises concerns about Starbucks' ability to maintain a cohesive global brand and marketing strategy.
In March 2024, Starbucks announced that it would replace the top marketing job with several regional CEOs supported by regional marketing teams as part of its new strategy, which could potentially hinder its efforts to effectively navigate these turbulent times.
Starbucks now faces the daunting task of rebuilding its brand value amid operational challenges, global competition, and reputational setbacks. As it looks to recalibrate under new leadership, the brand must refocus on its core strengths of community, experience, and innovation to regain its standing in the global rankings.
