Fast-food brands slip in rankings

04 August 2004
Fast-food brands slip in rankings

Concern over the rising tide of obesity has knocked some fast-food giants off their perch in this year's ranking of the world's top 100 brands by consultants Interbrand.

Burger King, which was ranked 94th last year, dropped out of this year's top 100 table altogether, while KFC fell from 49 to 54 despite efforts to make the brand seem healthier - everyone still focused on the middle word in Kentucky Fried Chicken, claimed the report.

Only McDonald's bucked the trend to rise from 8th to 7th position. Although it has responded with healthier menus, Interbrand warned that the chain "still has to battle its reputation for supersizing the world's kids".

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