Spendscape
Companies · Restaurants

Restaurant Brands

AdvertiserQSR

Restaurant Brands spent $1.29B on advertising and marketing in fiscal 2025, up 1.9% on the year before and +49% since 2019. That's 13.7% of revenue, less than in 2019: the business outgrew its marketing.

$1.29Bmarketing spend, FY2025
+1.9%vs the year before
13.7%of revenue (-1.7 pts vs 2019)
Receipts say brand/spend downsay vs do

Marketing spend by year

2012: $6M2013: $6M132014: $2M2015: $14M152016: $6M2017: $7M172018: $793M2019: $865M192020: $870M2021: $962M212022: $1.03B2023: $1.20B232024: $1.27B2025: $1.29B2513.7%

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue. Years where the filing's revenue line isn't comparable are left out of the line.

What they told investors

“In Q1, we achieved the #1 position in Brand Health's best breakfast ranking for the first time, leading our nearest competitor by approximately 2 points, and we're focused on building from that position of strength.”Joshua Kobza · 2026 Q1 · transcript
“Brand health continues to be a key advantage, with Tim's leading in affordability, trust, and relevance with guests.”Josh Kobza · 2025 Q4 · transcript
“we once again saw a year-over-year improvement in brand health metrics across most categories, including food and coffee quality and taste, as well as overall brand connection”Jose Cil · · transcript

What the 10-K says about marketing

Say vs do

Receipts say brand/spend down. In 167 statements from its leaders in interviews, 12 argued for investing in brand and 0 for cutting; the filed spend went down.

In the news

Peers

McDonald'sStarbucksChipotleYum BrandsDomino'sWendy's