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Burger and Chicken Restaurants - UK - August 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK chicken and burger bar market, value sales, 2008-18
Market factors
Companies, brands and innovation
Who’s innovating?
The consumer
Venues visited
Figure 2: Fast food outlet usage, May 2013
How have chicken/burger bar habits changed?
Figure 3: Changes in chicken/burger bar usage, June 2013
Factors which influenced venue choice
Figure 4: Factors influencing chicken/burger bar choice, June 2013
Attitudes towards chicken/burger bars
Figure 5: Attitudes towards chicken/burger bars, May 2013
Menu enticements
Figure 6: Likelihood of ordering chicken/burger bar menu enticements, May 2013
Venue enticements
Figure 7: Chicken/burger bar venue enticements, May 2013
What we think
ISSUES IN THE MARKET
What areas can chicken/burger brands explore to expand usage occasions further?
How can chicken/burger bars increase their appeal to younger diners?
What other lessons can chicken/burger bars learn from the wider eating out market?
How can chicken/burger bar operators mine ‘real’ food credentials to achieve better brand differentiation?
TREND APPLICATION
Increasing brands’ relevancy to consumers’ wider lifestyles to drive sales
Jumping on the retro bandwagon
Healthy fast food?
MARKET DRIVERS
Key points
Consumer confidence on the increase in 2013
Figure 8: GfK NOP Consumer Confidence, monthly, January 2007-June 2013
Rising costs put pressure on margins
The horsemeat scandal
Operators are branching into new product categories to appeal to a wider variety of diner
Figure 9: Trends in the age structure of the UK population, 2008-18
COMPETITIVE CONTEXT
Key points
In home
Veggie burgers which pack a punch
Fast food in home
Sides no longer secondary considerations
Protein snacking ranges
Out of home
Competition from coffee and sandwich shops
Alternative ready-to-go concepts
Fast casual concepts
WHO’S INNOVATING?
Key points
Expanding snacking occasions
Expanding drinks offering aims to broaden brands’ appeal
‘Better burger’ bars
Figure 10: Selected chicken/burger restaurant chains, by outlet numbers, 2012 and 2013
Other gourmet fast food
Gourmet fried chicken
‘Posh’ fish fingers
Gourmet doughnuts
MARKET SIZE AND FORECAST
Key points
Market is resilient but faces rising food costs
Figure 11: UK chicken and burger bar market, value sales, 2008-18
Figure 12: UK chicken and burger bar market, value sales, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Burger bars
Figure 13: UK burger bar market, value sales, 2008-18
Figure 14: UK burger bar market, value sales, 2008-18
Chicken bars
Figure 15: UK chicken bar market, value sales, 2008-18
Figure 16: UK chicken bar market, value sales, 2008-18
COMPANIES AND PRODUCTS
Key points
Overview
Figure 17: Selected chicken/burger restaurant chains, by outlet numbers, 2012 and 2013
Burger King
McDonald’s
Kentucky Fried Chicken
Figure 18: Key financials for Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2010/11
Wimpy
Figure 19: Key financials for Wimpy Restaurants Group Ltd, 2009/10-2011/12
Nando’s
Figure 20: Key financials for Nando’s Chickenland Limited, 2008/09-2011/12
Gourmet Burger Kitchen
Figure 21: Key financials for Gourmet Burger Kitchen, 2008/09-2011/12
Byron Hamburgers
BRAND COMMUNICATION AND PROMOTION
Key points
The role of online marketing and lifestyle branding techniques
Figure 22: Advertising expenditure by selected chicken and burger bar operators, 2008-12
Nando’s spearheads lifestyle branding
Figure 23: Advertising expenditure by selected chicken and burger bar operators, by media type, 2012
One in eight diners have followed brands on social media
Figure 24: Selected chicken and burger bar brands’ social media presence, as of 5 June 2013
Fans expect rewards and entertainment from brands
Using social media to promote sourcing messages
Consumer/brand relationship is increasingly collaborative
Fostering ‘food rituals’
To brand or not to brand
BRAND RESEARCH
Brand map
Figure 25: Attitudes towards and usage of brands in the fast food sector, May 2013
Correspondence analysis
Brand attitudes
Figure 26: Attitudes, by fast food brand, May 2013
Brand personality
Figure 27: Fast food brand personality – macro image, May 2013
Figure 28: Fast food brand personality – micro image, May 2013
Brand experience
Figure 29: Fast food brand usage, May 2013
Figure 30: Satisfaction with various fast food brands, May 2013
Figure 31: Consideration of fast food brands, May 2013
Figure 32: Consumer perceptions of current fast food brand performance, May 2013
Figure 33: Fast food brand recommendation – Net Promoter Score, May 2013
Brand index
Figure 34: Fast food brand index, May 2013
Figure 35: Fast food brand index vs. recommendation, May 2013
Target group analysis
Figure 36: Target groups, May 2013
Figure 37: Fast food brand usage, by target groups, May 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
FAST FOOD HABITS
Key points
Fast food outlets visits
Figure 38: Fast food outlet usage, May 2013
Specific targeting
Frequency of visiting fast food outlets
Figure 39: Frequency of fast food outlet usage, May 2013
How has chicken/burger bar usage changed?
Figure 40: Changes in chicken/burger bar usage, June 2013
FACTORS INFLUENCING CHICKEN/BURGER BAR CHOICE
Key points
‘Fresh’ and ‘real’ are key drivers in modern day fast food
Figure 41: Factors influencing chicken/burger bar choice, June 2013
Convenience and price remain central to venue choice reflecting the nature of the market
Fast food faces higher expectations
Product launches struggle to drive standout
ATTITUDES TOWARDS CHICKEN/BURGER BARS
Key points
Brand loyalty is an ongoing concern whilst the horsemeat scandal has had limited impact on the market
Figure 42: Attitudes towards chicken/burger bars, May 2013
Concerns about hygiene are more of a deterrent than concerns over meat sourcing
Older diners are the most worried but the most loyal
Calorie labels deter 13% of users
Healthy initiatives are under way
Scope to focus on added health
CHICKEN/BURGER BAR MENU ENTICEMENTS
Key points
Menu innovation requires specific consumer targeting
Figure 43: Likelihood of ordering chicken/burger bar menu enticements, May 2013
Profiling menu flavour preferences
Boneless chicken
Build-your-own-burger concepts
Adventurous dips
Sides: a world of opportunity
Deep fill burgers
Create-your-own-drink concepts
Exotic meats
CHICKEN/BURGER BAR VENUE ENTICEMENTS
Key point
Two in five fast food users would use a home delivery service
Figure 44: Chicken/burger bar venue enticements, May 2013
More than a quarter would be drawn to venues with table-top ordering – but is it worth it for brands?
Click and collect is niche but a growth area
Gaming areas appeal to one in ten fast food users
Field to fork smartphone apps
APPENDIX – MARKET SIZE, SEGMENTATION AND FORECAST
Figure 45: UK chicken and burger bar market, value sales, 2008-18
Figure 46: UK chicken and burger bar market, value sales, 2008-18
Figure 47: Best- and worst-case forecasts for UK chicken and burger bar market, 2013-18
Figure 48: UK burger bar market, value sales, 2008-18
Figure 49: UK burger bar market, value sales, 2008-18
Figure 50: Best- and worst-case forecasts for UK burger bar market, 2013-18
Figure 51: UK chicken bar market, value sales, 2008-18
Figure 52: UK chicken bar market, value sales, 2008-18
Figure 53: Best- and worst-case forecasts for UK chicken bar market, 2013-18
APPENDIX – BRAND RESEARCH
Figure 54: Brand usage, May 2013
Figure 55: Brand commitment, May 2013
Figure 56: Brand momentum, May 2013
Figure 57: Brand diversity, May 2013
Figure 58: Brand satisfaction, May 2013
Figure 59: Brand recommendation, May 2013
Figure 60: Brand attitude, May 2013
Figure 61: Brand image – macro image, May 2013
Figure 62: Brand image – micro image, May 2013
Figure 63: Profile of target groups, by demographics, May 2013
Figure 64: Psychographic segmentation, by target groups, May 2013
Figure 65: Brand usage, by target groups, May 2013
Brand index
Figure 66: Brand index, May 2013
APPENDIX – FOOD FAST OUTLETS VISITED
Figure 67: Fast food outlet usage, May 2013
Figure 68: Most popular fast food outlets used, by demographics, May 2013
Figure 69: Next most popular fast food outlets used, by demographics, May 2013
APPENDIX – FREQUENCY OF VISITING FAST FOOD OUTLETS
Figure 70: Frequency of fast food outlet usage, May 2013
Figure 71: Frequency of visiting McDonald’s, by demographics, May 2013
Figure 72: Frequency of visiting KFC, by demographics, May 2013
Figure 73: Frequency of visiting Subway, by demographics, May 2013
Figure 74: Frequency of visiting Burger King, by demographics, May 2013
Figure 75: Frequency of visiting Nando's, by demographics, May 2013
APPENDIX – HOW HAS CHICKEN/BURGER BAR USAGE CHANGED?
Figure 76: Changes in chicken/burger bar usage, June 2013
Figure 77: The amount I spent on fast food at chicken/burger outlets/restaurants in a typical month has…., by demographics, May 2013
Figure 78: The number of times I bought fast food at chicken/burger outlets/restaurants in a typical month has…., by demographics, May 2013
Figure 79: Factors influencing chicken/burger bar choice, by the amount I spent on fast food at chicken/burger outlets/restaurants in a typical month has…., May 2013
Figure 80: Factors influencing chicken/burger bar choice, by the number of times I bought fast food at chicken/burger outlets/restaurants in a typical month has…., May 2013
Figure 81: Chicken/burger bar menu enticements, by the amount I spent on fast food at chicken/burger outlets/restaurants in a typical month has…., May 2013
Figure 82: Chicken/burger bar menu enticements, by the number of times I bought fast food at chicken/burger outlets/restaurants in a typical month has…., May 2013
Figure 83: Attitudes towards chicken/burger bars, by the amount I spent on fast food at chicken/burger outlets/restaurants in a typical month has…., May 2013
Figure 84: Attitudes towards chicken/burger bars, by the number of times I bought fast food at chicken/burger outlets/restaurants in a typical month has…., May 2013
APPENDIX – FACTORS INFLUENCING CHICKEN/BURGER BAR CHOICE
Figure 85: Factors influencing chicken/burger bar choice, June 2013
Figure 86: Most popular factors influencing chicken/burger bar choice, by demographics, May 2013
Figure 87: Next most popular factors influencing chicken/burger bar choice, by demographics, May 2013
Figure 88: Other factors influencing chicken/burger bar choice, by demographics, May 2013
Figure 89: Factors influencing chicken/burger bar choice, by fast food outlet usage, May 2013
Figure 90: Factors influencing chicken/burger bar choice, by most popular factors influencing chicken/burger bar choice, May 2013
Figure 91: Factors influencing chicken/burger bar choice, by next most popular factors influencing chicken/burger bar choice, May 2013
Figure 92: Factors influencing chicken/burger bar choice, by other factors influencing chicken/burger bar choice, May 2013
Figure 93: Factors influencing chicken/burger bar choice, by most popular chicken/burger bar menu enticements (likely), May 2013
Figure 94: Factors influencing chicken/burger bar choice, by next most popular chicken/burger bar menu enticements (likely), May 2013
Figure 95: Factors influencing chicken/burger bar choice, by other chicken/burger bar menu enticements (likely), May 2013
Figure 96: Factors influencing chicken/burger bar choice, by most popular attitudes towards chicken/burger bars, May 2013
Figure 97: Factors influencing chicken/burger bar choice, by next most popular attitudes towards chicken/burger bars, May 2013
Figure 98: Factors influencing chicken/burger bar choice, by other attitudes towards chicken/burger bars, May 2013
APPENDIX – ATTITUDES TOWARDS CHICKEN/BURGER BARS
Figure 99: Attitudes towards chicken/burger bars, May 2013
Figure 100: Most popular attitudes towards chicken/burger bars, by demographics, May 2013
Figure 101: Next most popular attitudes towards chicken/burger bars, by demographics, May 2013
Figure 102: Other attitudes towards chicken/burger bars, by demographics, May 2013
Figure 103: Attitudes towards chicken/burger bars, by fast food outlet usage, May 2013
APPENDIX – CHICKEN/BURGER BAR MENU ENTICEMENTS
Figure 104: Likelihood of ordering chicken/burger bar menu enticements, May 2013
Figure 105: Likelihood of ordering boneless chicken items, by demographics, May 2013
Figure 106: Likelihood of ordering dishes with a choice of spice/heat levels, by demographics, May 2013
Figure 107: Likelihood of ordering sharing platters/dishes, by demographics, May 2013
Figure 108: Likelihood of ordering variety dishes for one, by demographics, May 2013
Figure 109: Likelihood of ordering exotic/unusual meats, by demographics, May 2013
Figure 110: Likelihood of ordering more adventurous dips/sauces, by demographics, May 2013
Figure 111: Likelihood of ordering sweet potato fries, by demographics, May 2013
Figure 112: Likelihood of ordering healthier sides, by demographics, May 2013
Figure 113: Likelihood of ordering create your own drink, by demographics, May 2013
Figure 114: Likelihood of ordering deep fill burgers, by demographics, May 2013
Figure 115: Likelihood of ordering build your own burger, by demographics, May 2013
Figure 116: Likelihood of ordering value/lower-cost menu items, by demographics, May 2013
Figure 117: Likelihood of ordering premium/gourmet burgers, by demographics, May 2013
Figure 119: Chicken/burger bar menu enticements, by next most popular chicken/burger bar menu enticements (likely), May 2013
Figure 120: Chicken/burger bar menu enticements, by other chicken/burger bar menu enticements (likely), May 2013
Figure 121: Chicken/burger bar menu enticements, by fast food outlet usage, May 2013
Figure 122: Chicken/burger bar menu enticements, by most popular chicken/burger bar venue enticements, May 2013
Figure 123: Chicken/burger bar menu enticements, by next most popular chicken/burger bar venue enticements, May 2013
Figure 124: Chicken/burger bar menu enticements, by most popular attitudes towards chicken/burger bars, May 2013
Figure 125: Chicken/burger bar menu enticements, by next most popular attitudes towards chicken/burger bars, May 2013
Figure 126: Chicken/burger bar menu enticements, by other attitudes towards chicken/burger bars, May 2013
APPENDIX – CHICKEN/BURGER BAR VENUE ENTICEMENTS
Figure 127: Chicken/burger bar venue enticements, May 2013
Figure 128: Most popular chicken/burger bar venue enticements, by demographics, May 2013
Figure 129: Next most popular chicken/burger bar venue enticements, by demographics, May 2013
Figure 130: Chicken/burger bar venue enticements, by fast food outlet usage, May 2013
Figure 131: Chicken/burger bar venue enticements, by most popular attitudes towards chicken/burger bars, May 2013
Figure 132: Chicken/burger bar venue enticements, by next most popular attitudes towards chicken/burger bars, May 2013
Figure 133: Chicken/burger bar venue enticements, by other attitudes towards chicken/burger bars, May 2013

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