Why McDonald’s and KFC Still Rule the Playground

The latest research from Beano Brain, which surveyed 10,000 UK children aged 7–14, reveals that food and drink accounts for 29% of the top 100 brands. McDonald’s has climbed to second place overall, while KFC, Coca-Cola, Cadbury, and Pringles maintain strong positions in the top 15. Haribo, Domino’s, Nutella, and Oreo round out a list defined by familiarity and affordability.

These brands succeed by transcending their products. For many tweens, fast-food outlets serve as vital third spaces—welcoming environments to socialize independently away from home. Helenor Gilmour, head of Beano Brain, notes that children’s brand loyalty is forged through family routines and shared experiences rather than advertising alone. By combining value menus with cultural collaborations and consistent physical presence, these companies remain embedded in the milestones of a child’s social life, from parties and sleepovers to simple, everyday treats.