What you need to know
The UK burger and chicken restaurant market is in rude health, its affordable positioning having positioned it well to ride out the economic downturn. Now, as real incomes increase for many in the UK, the market faces a challenge in preventing diners from switching to other, more premium restaurants. The market also faces a scenario of no growth among its pool of key users (16-34s).
However, the ongoing expansion of ‘better burger’ restaurants continues to add value to the market. Meanwhile, the larger fast food chains continue to improve their store design and expand their menus to improve the overall customer experience.
Offering thicker burgers and a greater range of patty meats should help burger operators to further entice customers and maintain their interest.
Whilst the chicken restaurant market continues to enjoy healthy growth, it may start to see some pressure in the form of menu encroachment from generalists such as pubs offering rotisserie chicken.
Products covered in this report
Chicken and burger bars are a clearly defined sector of the fast food market. They are largely characterised by the way the leading brands operate so that, in the same way a McDonald’s outlet typifies the burger market, a KFC outlet typifies the chicken market. The way the market has been changing means that although the core product defines these outlets, they also tend to offer other food types. This is particularly the case for burger bars, which also offer chicken and vegetarian options.
Although chicken/burger bars are often characterised by the takeaway nature of the food, a significant proportion also offer an eat-in facility. In many leisure and retail park locations a drive-through facility accompanies the main restaurant. Home delivery is not well established in this market.
The main meal items are served hot, usually from a counter, with the emphasis on speed of service and consistency of product. The format is standardised, with the consumer being able to expect the same offering and standards throughout the country.
Although small in number by comparison, some outlets in this market such as Nando’s offer a more sophisticated eat-in facility including table service where this is the prime focus of their offer.
For the purposes of this report, Mintel has excluded sales of drinks from the market size. Similarly, sales of chicken and burger meals through other outlets, such as pubs and cafés, are not included.
