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, 2008-18
- Market factors
- Companies, brands and innovation
- Who’s innovating?
- The consumer
- Venues visited
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- Figure 2: Fast food outlet usage, May 2013
- How have chicken/burger bar habits changed?
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- Figure 3: Changes in chicken/burger bar usage, June 2013
- Factors which influenced venue choice
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- Figure 4: Factors influencing chicken/burger bar choice, June 2013
- Attitudes towards chicken/burger bars
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- Figure 5: Attitudes towards chicken/burger bars, May 2013
- Menu enticements
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- Figure 6: Likelihood of ordering chicken/burger bar menu enticements, May 2013
- Venue enticements
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- Figure 7: Chicken/burger bar venue enticements, May 2013
- What we think
Issues in the Market
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- 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
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- Increasing brands’ relevancy to consumers’ wider lifestyles to drive sales
- Jumping on the retro bandwagon
- Healthy fast food?
Market Drivers
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- Key points
- Consumer confidence on the increase in 2013
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- 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
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- Figure 9: Trends in the age structure of the UK population, 2008-18
Competitive Context
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- 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?
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- Key points
- Expanding snacking occasions
- Expanding drinks offering aims to broaden brands’ appeal
- ‘Better burger’ bars
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- 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
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- Key points
- Market is resilient but faces rising food costs
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- Figure 11: UK chicken and burger bar market, value sales, 2008-18
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- Figure 12: UK chicken and burger bar market, value sales, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Burger bars
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- Figure 13: UK burger bar market, value sales, 2008-18
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- Figure 14: UK burger bar market, value sales, 2008-18
- Chicken bars
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- Figure 15: UK chicken bar market, value sales, 2008-18
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- Figure 16: UK chicken bar market, value sales, 2008-18
Companies and Products
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- Key points
- Overview
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- Figure 17: Selected chicken/burger restaurant chains, by outlet numbers, 2012 and 2013
- Burger King
- McDonald’s
- Kentucky Fried Chicken
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- Figure 18: Key financials for Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2010/11
- Wimpy
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- Figure 19: Key financials for Wimpy Restaurants Group Ltd, 2009/10-2011/12
- Nando’s
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- Figure 20: Key financials for Nando’s Chickenland Limited, 2008/09-2011/12
- Gourmet Burger Kitchen
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- Figure 21: Key financials for Gourmet Burger Kitchen, 2008/09-2011/12
- Byron Hamburgers
Brand Communication and Promotion
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- Key points
- The role of online marketing and lifestyle branding techniques
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- Figure 22: Advertising expenditure by selected chicken and burger bar operators, 2008-12
- Nando’s spearheads lifestyle branding
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- 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
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- 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
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- Brand map
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- Figure 25: Attitudes towards and usage of brands in the fast food sector, May 2013
- Correspondence analysis
- Brand attitudes
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- Figure 26: Attitudes, by fast food brand, May 2013
- Brand personality
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- Figure 27: Fast food brand personality – macro image, May 2013
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- Figure 28: Fast food brand personality – micro image, May 2013
- Brand experience
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- Figure 29: Fast food brand usage, May 2013
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- Figure 30: Satisfaction with various fast food brands, May 2013
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- Figure 31: Consideration of fast food brands, May 2013
- Figure 32: Consumer perceptions of current fast food brand performance, May 2013
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- Figure 33: Fast food brand recommendation – Net Promoter Score, May 2013
- Brand index
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- Figure 34: Fast food brand index, May 2013
- Figure 35: Fast food brand index vs. recommendation, May 2013
- Target group analysis
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- Figure 36: Target groups, May 2013
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- 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
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- Key points
- Fast food outlets visits
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- Figure 38: Fast food outlet usage, May 2013
- Specific targeting
- Frequency of visiting fast food outlets
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- Figure 39: Frequency of fast food outlet usage, May 2013
- How has chicken/burger bar usage changed?
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- Figure 40: Changes in chicken/burger bar usage, June 2013
Factors Influencing Chicken/Burger Bar Choice
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- Key points
- ‘Fresh’ and ‘real’ are key drivers in modern day fast food
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- 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
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- Key points
- Brand loyalty is an ongoing concern whilst the horsemeat scandal has had limited impact on the market
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- 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
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- Key points
- Menu innovation requires specific consumer targeting
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- 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
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- Key point
- Two in five fast food users would use a home delivery service
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- 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
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- 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
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- 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
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- Figure 52: UK chicken bar market, value sales, 2008-18
- Figure 53: Best- and worst-case forecasts for UK chicken bar market, 2013-18
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Appendix – Brand Research
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- Figure 54: Brand usage, May 2013
- Figure 55: Brand commitment, May 2013
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- Figure 56: Brand momentum, May 2013
- Figure 57: Brand diversity, May 2013
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- Figure 58: Brand satisfaction, May 2013
- Figure 59: Brand recommendation, May 2013
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- Figure 60: Brand attitude, May 2013
- Figure 61: Brand image – macro image, May 2013
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- 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
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- Figure 65: Brand usage, by target groups, May 2013
- Brand index
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- Figure 66: Brand index, May 2013
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Appendix – Food Fast Outlets Visited
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- Figure 67: Fast food outlet usage, May 2013
- Figure 68: Most popular fast food outlets used, by demographics, May 2013
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- Figure 69: Next most popular fast food outlets used, by demographics, May 2013
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Appendix – Frequency of Visiting Fast Food Outlets
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- Figure 70: Frequency of fast food outlet usage, May 2013
- Figure 71: Frequency of visiting McDonald’s, by demographics, May 2013
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- Figure 72: Frequency of visiting KFC, by demographics, May 2013
- Figure 73: Frequency of visiting Subway, by demographics, May 2013
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- Figure 74: Frequency of visiting Burger King, by demographics, May 2013
- Figure 75: Frequency of visiting Nando's, by demographics, May 2013
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Appendix – How has Chicken/Burger Bar Usage Changed?
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- 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
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- 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
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- 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
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- 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
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Appendix – Factors Influencing Chicken/Burger Bar Choice
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- Figure 85: Factors influencing chicken/burger bar choice, June 2013
- Figure 86: Most popular factors influencing chicken/burger bar choice, by demographics, May 2013
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- 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
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- 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
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- 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
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- 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
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Appendix – Attitudes towards Chicken/Burger Bars
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- Figure 99: Attitudes towards chicken/burger bars, May 2013
- Figure 100: Most popular attitudes towards chicken/burger bars, by demographics, May 2013
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- 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
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- Figure 103: Attitudes towards chicken/burger bars, by fast food outlet usage, May 2013
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Appendix – Chicken/Burger Bar Menu Enticements
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- Figure 104: Likelihood of ordering chicken/burger bar menu enticements, May 2013
- Figure 105: Likelihood of ordering boneless chicken items, by demographics, May 2013
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- 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
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- 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
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- Figure 110: Likelihood of ordering more adventurous dips/sauces, by demographics, May 2013
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- Figure 111: Likelihood of ordering sweet potato fries, by demographics, May 2013
- Figure 112: Likelihood of ordering healthier sides, by demographics, May 2013
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- 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
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- 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
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- Figure 117: Likelihood of ordering premium/gourmet burgers, by demographics, May 2013
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- 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
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- 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
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- Figure 126: Chicken/burger bar menu enticements, by other attitudes towards chicken/burger bars, May 2013
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Appendix – Chicken/Burger Bar Venue Enticements
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- Figure 127: Chicken/burger bar venue enticements, May 2013
- Figure 128: Most popular chicken/burger bar venue enticements, by demographics, May 2013
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- 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
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- 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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