Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Lifestage and Special Groups
- ACORN
- Abbreviations
Premier Insight
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- Realignment to a healthier product or….
- …strengthening links with current customer base
Summary of Key Report Findings
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- PDI levels set to grow
- The impact of healthy eating and legislation
- Competing within the fast food and wider eating out market
- McDonald’s – dominant but faltering
- KFC – the only nationwide fried chicken brand
- Big three spend big on advertising and promotion
- Appeal of burger and chicken outlets waning?
- Convenience is key selling point
- Tough times in prospect
Market Factors
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- Economic factors
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- Figure 1: PDI and consumer expenditure, at current and constant prices, 2000-10
- Demographic factors
- Changes in the age structure of the population
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- Figure 2: Trends in the structure of the UK population, by age, 2000-10
- Changes in the socio-economic structure of the population
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- Figure 3: Percentage change in UK socio-economic groups, 2000-05 and 2005-10
- Competition
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- Figure 4: Average weekly household expenditure on meals, snacks and non-alcoholic drinks, by category, 1999/2000 to 2004/05
- Legislation
- Healthy eating and the salt drive
- Obesity
- Food safety/health scares
Market Size and Trends
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- Figure 5: The eating out market*, by segment, 2000-05
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- Figure 6: Expenditure on chicken and burger restaurant chains and takeaways, 2000-05
- Figure 7: The burger and chicken market, annual percentage growth, 2000-05
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Market Segmentation
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- Burger bars
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- Figure 8: Trends in the UK burger market, at current and constant prices, 2000-05
- Eat-in versus takeaway
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- Figure 9: Expenditure at burger bars, by eat-in and takeaway, 2000-05
- Chicken outlets
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- Figure 10: Trends in the chicken market, at current and constant prices, 2000-05
- Eat-in versus takeaway
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- Figure 11: Expenditure at chicken restaurants, by eat-in and takeaway, 2000-05
The Supply Structure
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- Burger bars
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- Figure 12: Leading burger chain operators, by number of UK outlets, 1995-2005
- McDonald’s Restaurants Ltd
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- Figure 13: McDonald’s Corporation financial performance, 2001-04
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- Figure 14: Key financial data for McDonald’s Restaurants Ltd, 2003-04
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- Figure 15: McDonald’s UK system-wide* performance, 2000-04
- Burger King Ltd
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- Figure 16: Key financial data for Burger King Ltd, 2003-04
- Wimpy Restaurants Group Ltd
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- Figure 17: Key financial data for Wimpy International Ltd, 2004-05
- Other operators
- Chicken outlets
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- Figure 18: Leading operators of chicken fast food restaurants, by number of UK outlets, 1995-2005
- KFC
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- Figure 19: Key financial data for Kentucky Fried Chicken (Great Britain) Ltd, 2003-04
- Nando’s Chicken Restaurants Ltd
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- Figure 20: Key financial data for Nando’s Chickenland Ltd, 2004-05
- Favorite Fried Chicken Ltd
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- Figure 21: Key financial data for Favorite Fried Chicken Ltd, 2004-05
Advertising and Promotion
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- Figure 22: Advertising expenditure, by leading chicken and burger bar operators, 2001-05
- Figure 23: Advertising expenditure, by leading chicken and burger bar operators, by media channel, 2005
- Rebuilding reputations
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The Consumer
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- Figure 24: Chicken/burger restaurants visited or ordered a takeaway from in the last three months, October 2005
- Users and non-users of chicken and burger restaurants
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- Figure 25: Users and non-users of chicken/burger restaurants, by gender, age and socio-economic group, October 2005
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- Figure 26: Users and non-users of chicken/burger restaurants, by detailed lifestage groups, October 2005
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- Figure 27: Users and non-users of chicken/burger restaurants, by region and ACORN category, October 2005
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- Figure 28: Users and non-users of chicken/burger restaurants, by media, supermarket usage and commercial TV viewing, October 2005
- Who visits McDonald’s, Burger King, KFC and other outlets?
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- Figure 29: Major burger/chicken outlets visited by burger/fried chicken consumers, by gender, age and socio-economic group, October 2005
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- Figure 30: Major burger/chicken outlets visited by burger/fried chicken consumers, by detailed lifestage groups, October 2005
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- Figure 31: Major burger/chicken outlets visited by burger/fried chicken consumers, by region and ACORN category, October 2005
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- Figure 32: Major burger/chicken outlets visited by burger/fried chicken consumers, by media, supermarket usage and commercial TV viewing, October 2005
- Cross-over between brands
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- Figure 33: Chicken/burger restaurants visited or ordered a takeaway from in the last three months, by major burger/chicken outlets visited, October 2005
- Frequency of eating at burger/chicken restaurants
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- Figure 34: Frequency of visits to a burger or chicken restaurant, October 2005
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- Figure 35: Frequency of visits to a burger or chicken restaurant, by major burger/chicken outlets, October 2005
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The Consumer – Detailed Demographics
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- Frequency of visits to burger/chicken restaurants
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- Figure 36: Frequency of visits to a burger or chicken restaurant, by gender, age and socio-economic group, October 2005
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- Figure 37: Frequency of visits to a burger or chicken restaurant, by detailed lifestage groups, October 2005
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- Figure 38: Frequency of visits to a burger or chicken restaurant, by region and ACORN category, October 2005
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- Figure 39: Frequency of visits to a burger or chicken restaurant, by media, supermarket usage and commercial TV viewing, October 2005
Consumer Attitudes and Targeting Opportunities
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- Figure 40: Attitudes towards visiting burger and chicken restaurants and takeaways, October 2005
- Attitudes of users and non-users of burger/chicken restaurants
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- Figure 41: Users’ and non-users’ attitudes towards visiting burger and chicken restaurants and takeaways, October 2005
- Attitudes of users of major burger and chicken chains
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- Figure 42: Attitudes towards visiting burger and chicken restaurants and takeaways, by major burger/chicken outlets, October 2005
- Attitudes towards burger/chicken restaurants by frequency of visits
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- Figure 43: Attitudes towards visiting burger and chicken restaurants and takeaways, by frequency of visits, October 2005
- Repertoire of chicken/burger outlets visited
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- Figure 44: Burger/chicken outlet repertoire, by burger/chicken outlets visited in the last three months, October 2005
- Repertoire of frequency of visits to chicken/burger outlets
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- Figure 45: Burger/chicken outlet repertoire, by frequency of visits, October 2005
- Repertoire of attitudes towards chicken/burger outlets
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- Figure 46: Burger/chicken outlet repertoire, by attitudes towards chicken/burger outlets, October 2005
- Burger and chicken target groups
- Fast Food Fanatics (21% of the population or 10.4 million adults)
- Apathetic (63% of the population or 31.2 million adults)
- Fast Food Averse (16% of the population or 7.9 million adults)
- Burger and chicken target groups by demographics
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- Figure 47: Burger/chicken target groups, by gender, age and socio-economic group, October 2005
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- Figure 48: Burger/chicken target groups, by detailed lifestage groups, October 2005
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- Figure 49: Burger/chicken target groups, by region and ACORN category, October 2005
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- Figure 50: Burger/chicken target groups, by media, supermarket usage and commercial TV viewing, October 2005
- Target groups by restaurant usage
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- Figure 51: Burger/chicken target groups, by chicken/burger restaurants visited or ordered a takeaway from in the last three months, October 2005
- Target groups by frequency of visits
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- Figure 52: Burger/chicken target groups, by frequency of visits to a burger or chicken restaurant, October 2005
- Target groups by attitudes towards visiting burger and chicken restaurants and takeaways
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- Figure 53: Burger/chicken target groups, by attitudes towards visiting burger and chicken restaurants and takeaways, October 2005
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Consumer Attitudes and Targeting Opportunities – Detailed Demographics
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- Positive statements towards burger/chicken restaurants/takeaways
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- Figure 54: Positive statements towards burger/chicken restaurants/bars/takeaways, by gender, age and socio-economic group, October 2005
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- Figure 55: Positive statements towards burger/chicken restaurants/bars/takeaways, by detailed lifestage groups, October 2005
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- Figure 56: Positive statements towards burger/chicken restaurants/bars/takeaways, by region and ACORN category, October 2005
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- Figure 57: Positive statements towards burger/chicken restaurants/bars/takeaways, by media, supermarket usage and commercial TV viewing, October 2005
- Negative statements towards burger/chicken restaurants/takeaways
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- Figure 58: Negative statements towards burger/chicken restaurants/bars/takeaways, by gender, age and socio-economic group, October 2005
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- Figure 59: Negative statements towards burger/chicken restaurants/bars/takeaways, by detailed lifestage groups, October 2005
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- Figure 60: Negative statements towards burger/chicken restaurants/bars/takeaways, by region and ACORN category, October 2005
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- Figure 61: Negative statements towards burger/chicken restaurants/bars/takeaways, by media, supermarket usage and commercial TV viewing, October 2005
- Neutral statements towards burger/chicken restaurants/takeaways
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- Figure 62: Neutral statements towards burger/chicken restaurants/bars/takeaways, by gender, age and socio-economic group, October 2005
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- Figure 63: Neutral statements towards burger/chicken restaurants/bars/takeaways, by detailed lifestage groups, October 2005
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- Figure 64: Neutral statements towards burger/chicken restaurants/bars/takeaways, by region and ACORN category, October 2005
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- Figure 65: Neutral statements towards burger/chicken restaurants/bars/takeaways, by media, supermarket usage and commercial TV viewing, October 2005
The Future
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- A hard road ahead
- Flying in the face of food fashion
- Demographic trends work against the market
- The obesity time-bomb – still ticking
- Diversity is the key
- McDonald’s dominance to continue unchecked?
- High profile advertising gives McDonald’s the edge
- Convenience, value and uniformity of offer stay key
Forecast
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- Figure 66: Forecast for the chicken and burger market, 2005-10
- Convenience and the healthy eating trend
- An uncertain future
- Factors used in the forecast
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