Verdict: Side-by-side breakdown using the Bull Rankings model. BKNG scored 68.4, YUM scored 71.3 — YUM leads.
Compare another set
BKNG
Booking Holdings Inc.
Travel Services · Quality-Growth
68.4
$160.34 · $120.5B
fundamentals as of
Score gap
2.9
YUM leads
YUM
Yum! Brands, Inc.
Restaurants · Quality-Growth
71.3
$144.82 · $39.5B
fundamentals as of
At a glance · who leads each dimension, on the model's own rules
CheapestBKNG17.8x
Fastest growthBKNG+12.9%
Highest qualityBKNG96 / 100
Largest discount to fair valueBKNG-32%
Side by side · every name on one set of axes
Growth against the P/E multiple. Up and to the right is cheaper and faster — the quality-growth idea in one picture. Points beyond the axis are pinned to the edge and marked off-scale rather than allowed to compress everything else.
The model, pillar by pillar (0–100 each)
BKNG
stronger →← stronger
YUM
96
Qualityreturns · margins · balance sheet
88
50
Growthrevenue & earnings expansion
69
67
Valuevaluation vs sector peers
60
BKNG is stronger on 2 of 3 pillars.
Fundamentals, head-to-head
BKNG
YUM
$9.5bB+
FCF
$1.7bC+
+12.9%B+
Rev
+10.3%B
Negative equity
D/E
Negative equity
17.8xB
P/E
18.2xB
0.88B+
PEG
1.83C+
Winner per row is the stronger grade; where grades tie, the better figure breaks it. A true tie or a missing value shows no highlight.
Valuation · DCF cross-check
BKNG
YUM
32% below
Price vs fair valuelower is cheaper
9% below
~2%/yr
Growth the price impliesyr-1 FCF growth, fading to 4% · lower = less priced in
~4%/yr
+22%
1-yr DCF upside
+2%
+46%
5-yr DCF upside
+9%
+90%
10-yr DCF upside
+21%
The DCF is a cross-check on intrinsic value, separate from the quality-growth score above.
Model signals
BKNG
Why this score
Raising its dividend
Durable high returns
Cyclical growth
YUM
Why this score
Raising its dividend
The companies
BKNGBooking Holdings Inc.
Travel Services · $160.34 · beta 1.13
Why now
Travel Services · market cap $120.5b. Down 27% from 52-week high of $220.81 — deep drawdown territory. Revenue growing +13%, comfortably above the S&P median. PEG 0.88 — paying under fair value for the growth rate. 35 sell-side analysts rate this a Buy with a mean 1-yr target of $235.26 (implying +47% upside).
Moat
Net margin 19% beats the market median by a meaningful margin — the company is keeping more of every revenue dollar than the average S&P constituent. FCF converts 177% of net income — earnings translate cleanly into cash. $120.5b market cap gives the company enough scale to absorb fixed costs that subscale competitors can't, without yet being so large that growth has to come from acquisition.
Risk
Value re-rating depends on a catalyst. Without one — analyst day, divestiture, margin recovery, capital return — the stock can stay cheap on these multiples for years.
YUMYum! Brands, Inc.
Restaurants · $144.82 · beta 0.55
Why now
Restaurants · market cap $39.5b. 15% off the 52-week high of $170.14. Revenue growing +10%, comfortably above the S&P median. 22 sell-side analysts rate this a Buy with a mean 1-yr target of $171.06 (implying +18% upside).
Moat
Net margin 25% sits well above the S&P median (~11%) — suggests structural pricing advantage or cost discipline competitors can't quickly close.
Risk
Mature compounder — the risk is paying up for quality at a moment when growth is decelerating. Watch for sequential revenue + margin trends; the inflection from "compounder" to "ex-compounder" is hard to spot until the multiple already started compressing.
Verdict — model-derived comparison
Generating verdict… typically 5–10 seconds
Not investment advice. The Bull Rankings publishes a quantitative ranking model and accompanying analysis for general informational purposes only. Nothing on this page is a recommendation to buy, sell, or hold any security; nothing is personalized to your circumstances, risk tolerance, or tax situation. Investing carries the risk of loss — invest at your own risk and consider consulting a licensed financial professional before acting on anything you read here. See terms and methodology for full disclosures.
Where BKNG and YUM diverge
On the headline score the gap is 2.9 points in favor of YUM. They get there differently, though — each leads on a different pillar, so the better pick depends on which you weight.
GrowthBKNG 50.0 · YUM 68.8YUM +18.8
QualityBKNG 96.1 · YUM 87.7BKNG +8.4
ValueBKNG 66.5 · YUM 60.1BKNG +6.4
Pillars run 0–100. Value is judged against each company's own sector, so a Value score is a statement about a company relative to its own industry rather than to the other name here. A wide Value gap usually means the market already prices the difference in quality or growth — which is the trade-off this comparison comes down to.
Common questions
Is YUM or BKNG the better stock?
YUM scores higher: YUM 71.3, BKNG 68.4 out of 100 on the Bull Rankings quality-growth score, which blends business quality, growth and valuation into one number. A higher score means a stronger business at a more reasonable price — it is not a price target or a recommendation.
Where do YUM and BKNG differ most?
The widest gap is growth, where YUM leads by 19 points on the 0–100 pillar scale. Neither name sweeps: they trade the lead across the three pillars, so the comparison is a trade-off rather than one being better on every measure.
How are YUM and BKNG scored?
Each carries the same 0–100 quality-growth score used everywhere on the site, built from three pillars — quality (profitability and returns on capital), growth (revenue and earnings), and value (what you pay for them) — combined as a geometric mean, so a weak pillar cannot be papered over by a strong one.
How current is this comparison?
The whole universe is re-scored every trading day after the US market close, so the scores and fundamentals here reflect the latest published edition.