Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK chicken and burger bar market, value sales, 2007-17
- Market factors
- Companies, brands and innovation
- Who’s innovating
- The consumer
- Frequency of visiting chicken/burger bars
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- Figure 2: Frequency of visiting chicken/burger bars, July 2012
- How visiting chicken/burger bars habits have changed
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- Figure 3: Changes in the last year to chicken/burger bar eating out behaviour, July 2012
- Reasons for visiting chicken/burger bars
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- Figure 4: Reasons for visiting chicken/burger bars, July 2012
- Fast food bars visited
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- Figure 5: Fast food bars visited, July 2012
- Attitudes towards chicken/burger bars
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- Figure 6: Attitudes towards chicken/burger bars, July 2012
- Chicken/burger bar menu enticements
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- Figure 7: Chicken/burger bar menu enticements, July 2012
- What we think
Issues in the Market
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- How can operators bolster brand loyalty?
- How can fast food operators tap into healthy eating trends?
- How can drinks innovation drive brand engagement?
- What can chicken/burger bar operators learn from other sectors?
Trend Application
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- Easing the guilt
- Packaging power and creating an underground buzz
- What can East teach West?
Market Environment
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- Key points
- Consumer confidence unchanged for fourth successive month in 2012
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- Figure 8: Trends in how respondents would describe their financial situation, July 2009-July 2012
- Figure 9: Trends in consumer sentiment for the coming year, July 2009-July 2012
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- Figure 10: GfK NOP Consumer Confidence Index, January 2007-August 2012
- Consumer spending priorities
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- Figure 11: Consumer spending priorities (after bills), July 2010-July 2012
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- Figure 12: Trend data on selected food habits and attitudes, March-July 2012
- Who to target going forward?
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- Figure 13: Forecast adult population trends, by lifestage, 2007-17
- The Olympic opportunity for McDonald’s
Who’s Innovating?
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- Key points
- Design dilemmas
- Product launches
Competitive Context
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- Key points
- In home
- Out of home
- Burger trends
- Chicken trends
- Gourmet fast food
- American BBQ
Market Size and Forecast
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- Key points
- A flat performance for fast food in the face of contrasting market conditions
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- Figure 14: UK chicken and burger bar market, value sales, 2007-17
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- Figure 15: UK chicken and burger bar market, value sales, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Burger bars
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- Figure 16: UK burger bar market, value sales, 2007-17
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- Figure 17: UK burger bar market, value sales, 2007-17
- Chicken bars
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- Figure 18: UK chicken bar market, value sales, 2007-17
- Figure 19: UK chicken bar market, value sales, 2007-17
Companies and Products
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- Key points
- Overview
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- Figure 20: Selected chicken/burger restaurant chains, by outlet numbers, 2012
- Fast food operators
- Burger King
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- Figure 21: Financial performance of Burger King Ltd, 2008-10
- KFC
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- Figure 22: Financial performance of Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2009/10
- McDonald’s
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- Figure 23: Key financials for McDonald’s Restaurants Limited, 2009 and 2010
- Wimpy
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- Figure 24: Financial performance of Wimpy Restaurants Group Ltd, 2009/10 and 2010/11
- Chicken Cottage
- Favorite Fried Chicken
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- Figure 25: Financial performance of Favorite Fried Chicken, 2008/09-2011/12
- Others
- Nando’s
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- Figure 26: Key financials Nando’s Chickenland Limited, 2008/09-2010/11
- Fine Burger Company
- Gourmet Burger Kitchen
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- Figure 27: Key financials for Gourmet Burger Kitchen, 2008/09-2010/11
- Haché Burger Connoisseurs
- Handmade Burger Company
- Byron Hamburgers
Brand Communication and Promotion
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- Key points
- Advertising expenditure
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- Figure 28: Advertising expenditure, by selected chicken and burger bar operators, 2007-11
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- Figure 29: Advertising expenditure, by selected chicken and burger bar operators, by media type, 2011
- Internet marketing strategies
- Cross-channel marketing
- Gamification
- Lifestyle positioning
- Crowdsourcing
- Maintaining relevance and fostering emotional connections
- Character versus culture
- CSR strategies
Brand Research
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- Brand map
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- Figure 30: Attitudes towards and usage of brands in the fast food sector, June 2012
- Correspondence analysis
- Brand attitudes
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- Figure 31: Attitudes, by fast food brand, June 2012
- Brand personality
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- Figure 32: Fast food brand personality – macro image, June 2012
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- Figure 33: Fast food brand personality – micro image, June 2012
- Brand experience
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- Figure 34: Fast food brand usage, June 2012
- Figure 35: Satisfaction with various fast food brands, June 2012
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- Figure 36: Consideration of fast food brands, June 2012
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- Figure 37: Consumer perceptions of current fast food brand performance, June 2012
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- Figure 38: Fast food brand recommendation – Net Promoter Score, June 2012
- Brand index
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- Figure 39: Fast food brand index, June 2012
- Figure 40: Fast food brand index vs. recommendation, June 2012
- Target group analysis
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- Figure 41: Target groups, June 2012
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- Figure 42: Fast food brand usage, by target groups, June 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Fast Food Habits
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- Key points
- Chicken/burger bars may be losing ground to other fast food formats
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- Figure 43: Frequency of eating in and takeaways at fast food restaurants, 2012
- Figure 44: Trends in 'Takeaways' or 'Eaten-In' at fast food restaurants, 2008-12
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- Figure 45: Trends in frequency of eating in at fast food restaurants, 2008-12
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- Figure 46: Trends in frequency of getting takeaways at fast food restaurants, 2008-12
- US ahead of the UK in tapping into alternative day parts
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- Figure 47: Trends in time of the day to visit takeaway/fast food restaurants, 2011 and 2012
- Fewer UK consumers think that fast food is all junk
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- Figure 48: Trends in attitudes towards junk food, takeaways and snacks, 2008-12
- Opportunities for health labels to be used as value-added signposts
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- Figure 49: Trends in attitudes towards food habits, 2008-12
Frequency of Visiting Chicken/Burger Bars
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- Key points
- Nearly half of adults use chicken/burger bars once a month or more
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- Figure 50: Frequency of visiting chicken/burger bars, July 2012
How Visiting Chicken/Burger Bars Habits Have Changed
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- Key points
- Chicken/burger bars losing the female vote
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- Figure 51: Changes in the last year to chicken/burger bar eating out behaviour, July 2012
Reasons for Visiting Chicken/Burger Bars
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- Key points
- Menu flexibility and tiered pricing structures key to an industry with multifaceted usage
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- Figure 52: Reasons for visiting chicken/burger bars, July 2012
- Fast food venues are a treat for families…
- …and a convenience solution for the youngest and oldest age groups
Fast Food Bars Visited
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- Key points
- McDonald’s reaping the benefits of years of transparency and product quality strategies
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- Figure 53: Fast food bars visited, July 2012
- McDonald’s brand now ‘one to watch’ rather than one to avoid
- Competition from fish & chip shops and the ever growing Subway chain
Attitudes towards Chicken/Burger Bars
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- Key points
- Lack of brand loyalty is a key challenge for the market
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- Figure 54: Attitudes towards chicken/burger bars, July 2012
- Innovation opportunities in a youth-oriented market
- Strong interest in new products
- Low brand loyalty requires innovative communications…
- …and more innovative promotions
- Alleviating the guilt factor for women, those aged 25-34 and parents of young children
- Healthier choices and brand collaborations can combat guilt
- Venues must polish social acceptability
- Older and over it
Chicken/Burger Bar Menu Enticements
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- Key points
- Fast casual venues are tapping into demand for customisation which is harder for fast food brands to respond to
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- Figure 55: Chicken/burger bar menu enticements, July 2012
- Demand for added-value health labels outstrips that for dieting ones
- Low-fat/low-calorie promise sparks limited interest
- Parents drawn to free-from and multigrain alike
- Minority interest in ethical ingredients
- Opportunities for spicier products and/or condiments
- One in five interested in vegetarian/meat-free options
- Man versus food
- Playing up to stereotypes
- Sliders could target the family market in gourmet burger bars
Chicken/Burger Bar Targeting Opportunities
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- Key points
- Target groups
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- Figure 56: Chicken/burger bar target groups, July 2012
- Casual Users
- Frequent Fast Food Users
- Healthy Fast Food Fans
- Low Cost Snackers
- Older & Over It
Appendix – Brand Research
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- Figure 57: Brand usage, June 2012
- Figure 58: Brand commitment, June 2012
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- Figure 59: Brand momentum, June 2012
- Figure 60: Brand diversity, June 2012
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- Figure 61: Brand satisfaction, June 2012
- Figure 62: Brand recommendation, June 2012
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- Figure 63: Brand attitude, June 2012
- Figure 64: Brand image – macro image, June 2012
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- Figure 65: Brand image – micro image, June 2012
- Figure 66: Profile of target groups, by demographics, June 2012
- Figure 67: Psychographic segmentation, by target group, June 2012
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- Figure 68: Brand usage, by target groups, June 2012
- Brand index
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- Figure 69: Brand index, June 2012
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Appendix – Frequency of Visiting Chicken/Burger Bars
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- Figure 70: Frequency of visiting chicken/burger bars, July 2012
- Figure 71: Frequency of visiting chicken/burger bars, by detailed demographics, July 2012
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- Figure 72: Frequency of visiting chicken/burger bars, by most popular fast food bars visited, July 2012
- Figure 73: Frequency of visiting chicken/burger bars, by next most popular fast food bars visited, July 2012
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- Figure 74: Fast food bars visited, by frequency of visiting chicken/burger bars, July 2012
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Appendix – How Have Chicken/Burger Bar Visiting Behaviour Changed?
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- Figure 75: Chicken/burger bar eating out behaviour, July 2012
- Figure 76: The number of times I buy fast food at chicken/burger bars in a typical month, by detailed demographics, July 2012
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- Figure 77: The amount I spend on fast food at chicken/burger bars in a typical month, by detailed demographics, July 2012
- Figure 78: Reasons for visiting chicken/burger bars, by the number of times I buy fast food at chicken/burger bars in a typical month, July 2012
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- Figure 79: Reasons for visiting chicken/burger bars, by the amount I spend on fast food at chicken/burger bars in a typical month, July 2012
- Figure 80: Chicken/burger bar eating out behaviour, by most popular fast food bars visited, July 2012
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- Figure 81: Chicken/burger bar eating out behaviour, by next most popular fast food bars visited, July 2012
- Figure 82: Chicken/burger bar menu enticements, by the number of times I buy fast food at chicken/burger bars in a typical month, July 2012
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- Figure 83: Chicken/burger bar menu enticements, by the amount I spend on fast food at chicken/burger bars in a typical month, July 2012
- Figure 84: Attitudes towards chicken/burger bars, by the number of times I buy fast food at chicken/burger bars in a typical month, July 2012
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- Figure 85: Attitudes towards chicken/burger bars, by the amount I spend on fast food at chicken/burger bars in a typical month, July 2012
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Appendix – Reasons for Visiting Chicken/Burger Bars
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- Figure 86: Reasons for visiting chicken/burger bars, July 2012
- Figure 87: Most popular reasons for visiting chicken/burger bars, by detailed demographics, July 2012
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- Figure 88: Next most popular reasons for visiting chicken/burger bars, by detailed demographics, July 2012
- Figure 89: Reasons for visiting chicken/burger bars, by frequency of visiting chicken/burger bars, July 2012
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- Figure 90: Reasons for visiting chicken/burger bars, by most popular fast food venues visited, July 2012
- Figure 91: Reasons for visiting chicken/burger bars, by next most popular fast food venues visited, July 2012
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Appendix – Fast Food Bars Visited
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- Figure 92: Fast food venues visited, July 2012
- Figure 93: Most popular fast food venues visited, by detailed demographics, July 2012
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- Figure 94: Next most popular fast food venues visited, by detailed demographics, July 2012
- Figure 95: Chicken/burger bar menu enticements (likely), by most popular fast food venues visited, July 2012
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- Figure 96: Chicken/burger bar menu enticements (likely), by next most popular fast food venues visited, July 2012
- Figure 97: Attitudes towards chicken/burger bars (any agree), by most popular fast food venues visited, July 2012
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- Figure 98: Attitudes towards chicken/burger bars (any agree), by next most popular fast food venues visited, July 2012
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Appendix – Attitudes towards Chicken/Burger Bars
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- Figure 99: Attitudes towards chicken/burger bars, July 2012
- Figure 100: Agreement with the statements ‘The food isn’t fresh’ and ‘All the food tastes greasy’, by detailed demographics, July 2012
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- Figure 101: Agreement with the statements ‘There’s not enough variety on the menu’ and ‘I prefer venues with more comfortable interiors’, by detailed demographics, July 2012
- Figure 102: Agreement with the statements ‘I feel guilty about eating fast food’ and ‘I don’t want to be seen eating in fast food restaurants’, by detailed demographics, July 2012
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- Figure 103: Agreement with the statements ‘Handheld food is off-putting’ and ‘I wish there was more choice to personalise food’, by detailed demographics, July 2012
- Figure 104: Agreement with the statements ‘I would like to see a wider selection of drinks available’ and ‘Money-off vouchers/deals affect which fast food venue I use’, by detailed demographics, July 2012
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- Figure 105: Agreement with the statements ‘Convenient location is more important than brand of fast food venue’ and ‘I’m more likely to go when a new product is launched’, by detailed demographics, July 2012
- Figure 106: Agreement with the statement ‘I prefer venues with a less hurried atmosphere’, by detailed demographics, July 2012
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- Figure 107: Attitudes towards chicken/burger bars (any agree), by most popular attitudes towards chicken/burger bars (any agree), July 2012
- Figure 108: Attitudes towards chicken/burger bars (any agree), by next most popular attitudes towards chicken/burger bars (any agree), July 2012
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- Figure 109: Attitudes towards chicken/burger bars (any agree), by other attitudes towards chicken/burger bars (any agree), July 2012
- Figure 110: Attitudes towards chicken/burger bars (any agree), by frequency of visiting chicken/burger bars, July 2012
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- Figure 111: Attitudes towards chicken/burger bars (any agree), by frequency of visiting chicken/burger bars, July 2012
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Appendix – Chicken/Burger Bar Menu Enticements
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- Figure 112: Chicken/burger bar menu enticements, July 2012
- Figure 113: Chicken/burger bar menu enticements –dishes catering for specific dietary requirements, by detailed demographics, July 2012
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- Figure 114: Chicken/burger bar menu enticements – low-fat/low-calorie options, by detailed demographics, July 2012
- Figure 115: Chicken/burger bar menu enticements –lighter dishes, by detailed demographics, July 2012
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- Figure 116: Chicken/burger bar menu enticements –dishes made using wholegrain/wholemeal ingredients, by detailed demographics, July 2012
- Figure 117: Chicken/burger bar menu enticements – dishes that come with a choice of cooking options, by detailed demographics, July 2012
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- Figure 118: Chicken/burger bar menu enticements – spicier dishes, by detailed demographics, July 2012
- Figure 119: Chicken/burger bar menu enticements – larger portion sizes, by detailed demographics, July 2012
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- Figure 120: Chicken/burger bar menu enticements – mini-burgers, by detailed demographics, July 2012
- Figure 121: Chicken/burger bar menu enticements – dishes which include one (or more) of your recommended five fruit/vegetables a day, by detailed demographics, July 2012
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- Figure 122: Chicken/burger bar menu enticements – dishes made using ethical ingredients, by detailed demographics, July 2012
- Figure 123: Chicken/burger bar menu enticements – vegetarian/meat-less options, by detailed demographics, July 2012
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- Figure 124: Chicken/burger bar menu enticements – meal options for older children, by detailed demographics, July 2012
- Figure 125: Chicken/burger bar menu enticements (likely), by most popular chicken/burger bar menu enticements (likely), July 2012
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- Figure 126: Chicken/burger bar menu enticements (likely), by next most popular chicken/burger bar menu enticements (likely), July 2012
- Figure 127: Chicken/burger bar menu enticements (likely), by other chicken/burger bar menu enticements (likely), July 2012
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- Figure 128: Attitudes towards chicken/burger bars (any agree), by most popular chicken/burger bar menu enticements (likely), July 2012
- Figure 129: Attitudes towards chicken/burger bars (any agree), by next most popular chicken/burger bar menu enticements (likely), July 2012
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- Figure 130: Attitudes towards chicken/burger bars (any agree), by other chicken/burger bar menu enticements (likely), July 2012
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Appendix – Chicken/Burger Bar Targeting Opportunities
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- Figure 131: Chicken/burger bar target groups, July 2012
- Figure 132: Chicken/burger bar target groups, by detailed demographics, July 2012
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- Figure 133: Frequency of visiting chicken/burger bars, by chicken/burger bar target groups, July 2012
- Figure 134: Reasons for visiting chicken/burger bars, by chicken/burger bar target groups, July 2012
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- Figure 135: Chicken/burger bar eating out behaviour, by chicken/burger bar target groups, July 2012
- Figure 136: Fast food bars visited, by chicken/burger bar target groups, July 2012
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- Figure 137: Chicken/burger bar menu enticements, by chicken/burger bar target groups, July 2012
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