Playground →
The top 10 neighbors for McDonald's form a tight cluster of quick-service and fast-casual restaurant brands — with no cross-category surprises breaking through at the top of the list.
The shape is flat: scores run from 0.99 down to 0.97 across the ten neighbors, with no single entity pulling significantly ahead of the rest. KFC (social) leads at 0.99, followed closely by Burger King (0.99) and Pizza Hut (0.99). Subway (social) sits at 0.99 as well, and Domino's Pizza rounds out the restaurant cluster at 0.98. All five share the same subcategory — Restaurant — as McDonald's itself, making this a strongly same-kind neighborhood at the top.
The first departures from the restaurant subcategory arrive at positions five and six: Pepsi (0.99) and Snickers (0.98), representing Beverages and Sweets respectively. Frito-Lay N. America (0.98, Food) and Kit Kat (0.97, Sweets) follow, with Skittles (0.97, Sweets) closing out the ten. The broader pattern across all ten is mass-market food and beverage brands — restaurants, snacks, candy, and soft drinks — with no athletes, media properties, or non-food brands appearing anywhere in the top 10.
The compressed score range and uniform brand composition describe an audience that maps almost perfectly onto the mainstream consumer packaged goods and quick-service restaurant landscape.
