McDonald’s vs Booking Holdings: Fair Value & Quality
Both stocks run through our valuation models. Here is how McDonald’s (MCD) and Booking Holdings (BKNG) compare, as of Aug 13, 2026.
As of Aug 13, 2026, Fair Value Calculator sees Booking Holdings as the less overvalued of the two: McDonald’s trades at $276 versus a fair value of $149 (-46%), while Booking Holdings trades at $212 versus $153 (-28%).
McDonald’s
MCD · USD · Consumer Discretionary
-46%
upside to fair value
overvalued
Price$276
Fair Value$149
Quality68/100
Booking Holdings
BKNG · USD · Consumer Discretionary
-28%
upside to fair value
overvalued
Price$212
Fair Value$153
Quality88/100
Head-to-head numbers
Green value = the better side for that row (for valuation multiples: lower = cheaper).
McDonald’sBooking Holdings
Valuation
22.9×P/E (TTM)24.1×
7.11×P/S (TTM)5.12×
15.8×EV/EBITDA13.6×
2.56×PEG0.75×
2.6%Dividend yield0.9%
$7.26Dividend per share$1.58
Profitability
32%Net margin22%
44%Operating margin25%
—Return on equity226%
14%Return on assets22%
Growth
9%Revenue growth (YoY)16%
5.1%Avg. growth/yr (3Y)16.3%
7.0%Avg. growth/yr (5Y)31.7%
Balance & size
$195BMarket cap$142B
healthyGrowth qualityhealthy
Booking Holdings leads: 4 to 7 metric wins.
Dash = not meaningfully computable, for example with negative equity.
Quality in detail
The quality score, broken down into the same factor families as on the stock page, 0 to 100 per family.
McDonald’sof which business quality 65 · market factors 48Booking Holdingsof which business quality 84 · market factors 54
ProfitabilityMargins and returns on capital today
64
87
Quality GrowthAre margins and returns improving?
46
43
CashflowEarnings quality: real cash, not paper profit
InvestmentDisciplined investing over empire-building
57
92
Low VolatilityCalm price path (market factor)
97
55
MomentumPrice trend over the last 3–12 months (market factor)
32
53
52W MomentumDistance to the 52-week high (market factor)
20
55
Net IssuanceBuybacks instead of dilution
91
100
What the models say
The median fair value (base case) per model family, each in the currency of its trading venue. Green = above the current price, red = below.
McDonald’s
DCF Models$117
Earnings-Based$102
Dividend Discount$98.39
Multiples$225
Growth DCF$58.72
Economic Profit$113
Growth Earnings$209
21 of 21 models see the stock below the current price.
Booking Holdings
DCF Models$253
Earnings-Based$132
Dividend Discount$28.34
Multiples$153
Growth DCF$231
Economic Profit$113
Growth Earnings$187
14 of 23 models see the stock below the current price.
Scenario ranges
From our cautious bear case to the optimistic bull case. The white tick is the current price: left of fair value means room to run.
McDonald’s
Bear $98.03Fair Value $149Bull $233
$276 = current price (white tick)
Booking Holdings
Bear $114Fair Value $153Bull $192
$212 = current price (white tick)
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Ranked within their sector
Where each stock sits within its sector peer group. Band = middle 50% of peers, tick = median, dot = this stock.
McDonald’s · Consumer Discretionary
Quality score68 · Top 25%
Fair value upside-46% · below median
Booking Holdings · Consumer Discretionary
Quality score88 · Top 25%
Fair value upside-28% · below median
Bottom line
As of Aug 13, 2026, Fair Value Calculator sees Booking Holdings as the less overvalued of the two: McDonald’s trades at $276 versus a fair value of $149 (-46%), while Booking Holdings trades at $212 versus $153 (-28%).
Booking Holdings has the higher quality score (88/100).
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A model-based valuation snapshot from 21 models. Values change with price and fundamentals; the date shown above applies.
