I'd think it's not just marketing but fulfillment capability. McDonald's has the second largest number of locations globally (37,855 in 2020 figures), with Starbucks (28,212) in first place. Burger King is owned by Restaurants Brand International, which has 25,744, but that also includes Tim Horton's and Popeyes. You can have the best marketing, but you also need distribution to satisfy customers to get to the top.
In terms of the pantheon of smart QSR brand marketing, I'd add KFC. They've done some very smart stuff over the years.
I'd think it's not just marketing but fulfillment capability. McDonald's has the second largest number of locations globally (37,855 in 2020 figures), with Starbucks (28,212) in first place. Burger King is owned by Restaurants Brand International, which has 25,744, but that also includes Tim Horton's and Popeyes. You can have the best marketing, but you also need distribution to satisfy customers to get to the top.
In terms of the pantheon of smart QSR brand marketing, I'd add KFC. They've done some very smart stuff over the years.