Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Downsize me
- Pimp that burger
- What’s on offer?
Fast Forward Trends
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- Trend 1: Transparency
- What’s it about?
- What’s it mean
- What next?
- Trend 2: Cool Vending
- What’s it about?
- What’s it mean
- What next?
- Trend 3: Eating With Purpose
- What’s it about?
- What’s it mean
- What next?
- Trend 4: Consumer Protest
- What’s it about?
- What’s it mean
- What next?
- What is Fast Forward Trends?
Market in Brief
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- Market growth slows
- Go gourmet!
- Health eating or guilty pleasure?
- Chicken champions
- Future finds
- New media
- Competition knocks
Internal Market Environment
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- Key points
- Core market remains strong
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- Figure 1: Agreement with the statements ‘I like to eat takeaway meals’ and ‘I think fast food is all junk’, 2003-07
- Grab-and-go culture
- Yes to paying more for quality
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- Figure 2: Agreement with selected lifestyle statements on convenience and health, 2003-07
- Yummy mummies
- The female concern
- Stereotypes based on fact
- Young guns grab and go
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- Figure 3: Usage of fast food places (including burger bars), 11-14s, 2003-07
- Frequency drops
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- Figure 4: Frequency of eating in fast food places in the last three months, 11-14s, 2003-07
- Takeaway times
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- Figure 5: Frequency of using fast food places for takeaways in the last three months, 11-14s, 2003-07
- Sandwiches on the up
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- Figure 6: Types of fast food places visited in the last three months and who usually go with, 11-14s, 2003-07
- Burger for all
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- Figure 7: Usage of burger bars, 7-10s, 2003-07
- Treats not time
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- Figure 8: Who 7-10s usually go to burger bars with, 2003-07
- Wrapped up in red tape
- Out with the junk
- Obesity
- National Minimum Wage
- Licensing Act 2003
- Smoking ban
- A pinch of salt
Broader Market Environment
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- Key points
- Feeling the pinch
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- Figure 9: Trends in personal disposable income and consumer expenditure, 2002-12
- Families decline as gourmet goes grey
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- Figure 10: Trends in the age structure of the UK population, by gender, 2002-12
- Premium values
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- Figure 11: Forecast adult population trends, by socio-economic group, 2002-12
- Family challenge
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- Figure 12: Forecast adult population trends, by lifestage, 2002-12
- Table for one?
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- Figure 13: UK household size, 2002-12
Competitive Context
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- Key points
- Who gets the leisure pound?
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- Figure 14: Selected expenditure priorities, 2006 and 2007
- The eating out market
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- Figure 15: The UK market for eating out*, 2002-12
- Chicken supreme
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- Figure 16: The UK market for eating out*, by sector, 2001-06
Strengths and Weaknesses in the Market
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- Strengths
- Convenience calls
- Gourmet growth
- Variety club
- Chicken charm
- VFM OK
- Weaknesses
- Competition knocks
- Price pressures
- Health concerns continue to dominate
- Fowl future
- The pub’s the place
Who’s Innovating?
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- Key points
- Taste revolution
- US trends – coming this way?
- It’s all in the bun
Market Size and Forecast
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- Key points
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- Figure 17: UK chicken and burger market, 2002-12
- Past market performance
- Present
- Future
Segment Performance
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- Key points
- Burger bars
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- Figure 18: The UK burger market, 2002-12
- Eat-in versus takeaway
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- Figure 19: Expenditure at burger bars, by eat-in and takeaway, 2002-07
- Chicken outlets
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- Figure 20: The UK chicken restaurant market, 2002-12
- Eat-in versus takeaway
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- Figure 21: Expenditure at chicken restaurants, by eat-in and takeaway, 2002-07
- Factors used in the forecast
Brand Communication and Promotion
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- Key points
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- Figure 22: Advertising expenditure, by selected chicken and burger bar operators, 2006/07
- Press and radio rules
- Junk food ban
- New technology
- Kids’ stuff
- Cooking the books
- Charity begins at home
Market Share
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- Key points
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- Figure 23: Leading chicken and burger chain operators, by number of outlets, 2005 and 2008
Companies and Products
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- Key points
- Burger King Ltd
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- Figure 24: Financial performance of Burger King Ltd, 2005/06 and 2006/07
- Clapham House Group PLC (Gourmet Burger Kitchen, Tootsies)
- Gourmet Burger Kitchen (GBK)
- Tootsies
- Favorite Fried Chicken Ltd
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- Figure 25: Financial performance of Favorite Fried Chicken Ltd, 2006-07
- KFC
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- Figure 26: Financial performance of KFC (Great Britain) Ltd, 2005-06
- McDonald’s Restaurants Ltd
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- Figure 27: Financial performance of McDonald’s Restaurants Ltd, 2005-06
- Nando’s Chicken Restaurants Ltd
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- Figure 28: Financial performance of Nando’s Chickenland Ltd, 2006-07
- Wimpy Restaurants Group Ltd
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- Figure 29: Financial performance of Wimpy, 2006-07
- Other smaller operators
- Babes N Burgers
- Haché
- Hamburger Union
- The Fine Burger Co
Brand Elements
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- Brand map
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- Figure 30: Attitudes and usage of chicken and burger brands, February 2008
- Burger King
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 31: Attitudes towards the Burger King brand, February 2008
- KFC
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 32: Attitudes towards the KFC brand, February 2008
- McDonald’s
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 33: Attitudes towards the McDonald’s brand, February 2008
- Nando’s
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 34: Attitudes towards the Nando’s brand, February 2008
- Brand qualities of chicken and burger bars
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- Figure 35: Consumer usage of various chicken and burger brands, February 2008
- Experience of chicken and burger brands
- McDonald’s most popular still followed by KFC.
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- Figure 36: Consumer usage of various chicken and burger brands, February 2008
- Intentions of chicken and burger brands
- McDonald’s habit gives it highest retention.
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- Figure 37: Intentions of various chicken and burger brands, February 2008
- Momentum of chicken and burger brands
- McDonalds losing most ground
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- Figure 38: Momentum of various chicken and burger brands, February 2008
- Brand satisfaction for chicken and burger brands
- Nando’s has the most positive endorsement. McDonald’s struggles.
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- Figure 39: Satisfaction of various chicken and burger brands, February 2008
- Brand commitment to chicken and burger bar brands
- Nando’s has the most premium values. McDonalds best value.
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- Figure 40: Commitment to various chicken and burger brands, February 200*
- Round up
Who Visits Chicken and Burger Bars?
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- Key points
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- Figure 41: Usage of chicken/burger restaurants in the last three months, 2003-07
- Single young males and families
- VFM – a key driver
Frequency of Visiting Chicken/Burger Bars
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- Key points
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- Figure 42: Frequency of visiting chicken/burger restaurants, 2005 and 2007
- Frequent youth
- The golden rule
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- Figure 43: Frequency of visiting chicken/burger restaurants, by use of chicken/burger bars, October 2007
Attitudes towards Chicken/Burger Bars
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- Key points
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- Figure 44: Attitudes towards chicken/burger restaurants, 2005 and 2007
- The gender divide
- Is it healthier?
- Treat me
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- Figure 45: Most popular attitudes towards chicken/burger restaurants, by use of chicken/burger bars, October 2007
- Chicken in
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- Figure 46: Next most popular attitudes towards chicken/burger restaurants, by use of chicken/burger bars, October 2007
- A convenient treat
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- Figure 47: Most popular attitudes towards chicken/burger restaurants, by frequency of visiting chicken/burger bars, October 2007
- More of the same please
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- Figure 48: Next most popular attitudes towards chicken/burger restaurants, by frequency of visiting chicken/burger bars, October 2007
- Transparency challenges attitudes
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- Figure 49: Most popular attitudes towards chicken/burger restaurants, by attitudes towards chicken/burger bars, October 2007
- VFM and healthier – a winning package!
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- Figure 50: Next most popular attitudes towards chicken/burger restaurants, by attitudes towards chicken/burger bars, October 2007
Chicken/Burger Bars – Targeting Opportunities
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- Key points
- Averages
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- Figure 51: Average number of days between eating at fried chicken or burger restaurants, by restaurants visited in the last three months, 2005 and 2007
- How often do you go?
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- Figure 52: Average number of days between eating at fried chicken or burger restaurants, by agreement with attitudinal statements, October 2007
- Repertoire analysis
- Give it away
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- Figure 53: Usage of chicken/burger restaurants in the last three months, October 2007
- Loyalty rules
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- Figure 54: Brand loyalty – chicken/burger restaurants visited in the last three months, October 2007
- Dip in, dip out
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- Figure 55: Brand loyalty groups, by outlets used, October 2007
- Convenience seekers
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- Figure 56: Brand loyalty groups, by frequency of eating at chicken/burger restaurants, October 2007
- Home appeal
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- Figure 57: Brand loyalty groups, by agreement with attitudinal statements on burger/chicken restaurants and takeaways, October 2007
Chicken/Burger Bar Target Groups
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- Key points
- Enthusiasts (14% of respondents or 8.5 million adults)
- Convenience Factor (25% of respondents or 15.2 million adults)
- Unimpressed (32% of respondents or 19.5 million adults)
- Unconcerned (29% of respondents or 17.6 million adults)
- Enthusiasts
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- Figure 58: Chicken/burger bar target groups, by chicken/burger restaurants visited in the last three months, October 2007
- Junior choice
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- Figure 59: Chicken/burger bar target groups, by attitudes towards chicken/burger bars, October 2007
Appendix: Internal Market Environment
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- Figure 60: Agreement with the statements ‘I like to eat takeaway meals’ and ‘I think fast food is all junk’, by detailed demographics, 2007
- Figure 61: Agreement with selected lifestyle statements on convenience and health, by detailed demographics, 2007
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- Figure 62: Agreement with selected lifestyle statements on health, by detailed demographics, 2007
- Figure 63: Agreement with selected lifestyle statements on health, by detailed demographics, 2007
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Appendix: Who Visits Chicken and Burger Bars?
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- Visiting habits of chicken/burger restaurants – detailed demographics
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- Figure 64: Visiting habits of chicken/burger restaurants in the last three months, by detailed demographics, October 2007
- Usage of chicken/burger restaurant brands – detailed demographics
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- Figure 65: Usage of chicken/burger restaurant brands in the last three months, by detailed demographics, October 2007
Appendix: Frequency of Visiting Chicken/Burger Bars
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- Frequency of visiting chicken/burger restaurants – detailed demographics
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- Figure 66: Frequency of visiting chicken/burger restaurants, by detailed demographics, October 2007
Appendix – Attitudes towards Chicken/Burger Restaurants
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- Attitudes towards chicken/burger restaurants – detailed demographics
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- Figure 67: Most popular attitudes towards chicken/burger restaurants, by detailed demographics, October 2007
- Figure 68: Next most popular attitudes towards chicken/burger restaurants, by detailed demographics, October 2007
Appendix: Chicken and Burger Restaurants – Targeting Opportunities
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- Figure 69: Brand loyalty groups, by usage of chicken/burger restaurants in the last three months, 2007
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Appendix: Chicken/Burger Bar Target Groups
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- Chicken/burger bar target groups – detailed demographics
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- Figure 70: Chicken/burger bar target groups, by detailed demographics, October 2007
- Chicken/burger bar target groups, by frequency of eating at chicken/burger restaurants
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- Figure 71: Chicken/burger bar target groups, by frequency of eating at chicken/burger restaurants, October 2007
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