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, 2009-19
- Market factors
- Companies, brands and innovation
- Leading players plan expansion
- Who’s innovating?
- The consumer
- Venues visited
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- Figure 2: Fast food outlet/restaurant usage, May 2014
- Barriers to using fast food restaurants
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- Figure 3: Barriers to using fast food restaurants, May 2014
- Attitudes towards fast food outlets
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- Figure 4: Users’ attitudes towards fast food outlets, May 2014
- Menu enticements
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- Figure 5: Chicken/burger bar menu enticements, May 2014
- Venue enticements
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- Figure 6: Chicken/burger bar venue enticements, May 2014
- What we think
Issues and Insights
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- Drinks and fries offer scope for operators to tap demand for customisation
- The facts
- The implications
- ‘Stealth health’ and signposting can help address health concerns
- The facts
- The implications
- Digital loyalty programs can provide a platform for push marketing
- The facts
- The implications
Trend Application
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- Encouraging healthier consumer habits
- Play whilst you queue
- Faster fast food
Market Drivers
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- Key points
- Consumers find themselves in a better financial situation in 2014
- Better-off consumers are more health-aware
- Health concerns are a key barrier to fast food venue usage
- Fast food’s core user group set to shrink between 2014 and 2019
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- Figure 7: Trends in the age structure of the UK population, 2009-14 and 2014-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Healthier fare at fast food outlets
- Fast food continues to raise health concerns
- Signposting better-for-you menu items
- Operators explore ‘stealth health’
- McDonald’s leads the way with modern marketing initiatives
- Social media
- Interactive content
- The Happy Meal gift gets a digital update
- Nando’s and GBK look to drive engagement online and through apps
- New products appeal to consumers
- Seasoned chips
- South American flavours
- Simple dishes at the premium end
Market Size and Forecast
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- Key points
- Outlet expansion and positive consumer sentiment expected to support growth in 2014
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- Figure 8: UK chicken and burger bar market, value sales, 2009-19
- Positive consumer sentiment should benefit dining out
- Leading operators note expansion plans
- The market faces competition from fast casual venues and the retail market
- Expansion to new occasions has supported recent growth
- Falling number of 20-24s and weak health perceptions pose a challenge for the market
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- Figure 9: UK chicken and burger bar market, value sales, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Burger bars
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- Figure 10: UK burger bar market, value sales, 2009-19
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- Figure 11: UK burger bar market, value sales, 2009-19
- Chicken bars
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- Figure 12: UK chicken bar market, value sales, 2009-19
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- Figure 13: UK chicken bar market, value sales, 2009-19
Companies and Products
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- Key points
- Overview
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- Figure 14: Selected chicken and burger restaurant chains, by outlet numbers, 2012-14
- Burger King
- Recent developments
- Menu developments
- McDonald’s
- Financial results
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- Figure 15: Key financials for McDonald’s Restaurants Limited, 2009-12
- Outlet portfolio
- Recent developments
- Menu developments
- KFC
- Financial results
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- Figure 16: Key financials for Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2011/12
- Recent developments
- Menu developments
- Wimpy
- Financial results
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- Figure 17: Key financials for Wimpy Restaurants Group Ltd, 2009/10-2012/13
- Recent developments
- Nando’s
- Financial results
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- Figure 18: Key financials for Nando’s Chickenland Limited, 2008/09-2012/13
- Company strategy and recent developments
- Menu developments
- Retail range developments
Brand Advertising, Perceptions and Social Media
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- Brand advertising
- Key points
- Nando’s and McDonald’s ramp up advertising spend in attempt to broaden customer base
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- Figure 19: Advertising expenditure by selected chicken and burger bar operators, 2010-14
- McDonald’s looks to Millennials
- Nando’s hopes to go mainstream
- KFC looks to emotional themes
- Establishing a lifestyle positioning
- Personalised marketing
- Brand perceptions
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- Figure 20: Key brand metrics, April 2014
- Brand map
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- Figure 21: Attitudes towards and usage of brands in the burger and chicken restaurant sector, April 2014
- Correspondence analysis
- Brand attitudes
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- Figure 22: Attitudes, by burger and chicken restaurant brand, April 2014
- Brand personality
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- Figure 23: Burger and chicken restaurant brand personality – Macro image, April 2014
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- Figure 24: Burger and chicken restaurant brand personality – Micro image, April 2014
- Brand usage
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- Figure 25: Burger and chicken restaurant brand usage, April 2014
- Brand experience
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- Figure 26: Burger and chicken restaurant brand experience, April 2014
- Social media and online buzz
- Social media metrics
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- Figure 27: Social media metrics of selected burger and chicken restaurant brands, July 2014
- Online mentions
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- Figure 28: Online mentions of selected burger and chicken restaurant brands, April 2014
- Brands hold generally consistent shares in conversation, with a few exceptions
- Nando’s and Subway see the transfer of offline stories into online content
- KFC spike is encouraged by television advertising
- Topics of discussion
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- Figure 29: Topics of discussion around selected burger and chicken restaurant brands, April 2014
- People appear most likely to talk about these brands before visiting
- The food is spoken about less than the idea of the brands themselves
- KFC and McDonald’s drive promotional chatter
- Where do people talk about these brands
- Brand conversation largely occurs in personal conversation
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- Figure 30: Share of brand conversation of different types of site, 30 June 2013-28 June 2014
- Microblogs appear to drive mentions
- Analysis by brand
- McDonald’s
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- Figure 31: Topic cloud around mentions of McDonald’s, 30 June 2013-28 July 2014
- Nando’s
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- Figure 32: Average distribution of mentions of Nando’s, by hour of day, 27 January 2014 and 30 June 2013-28 July 2014
- KFC
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- Figure 33: Topic cloud around mentions of KFC, 30 June 2013-28 July 2014
- Subway
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- Figure 34: Topic cloud around mentions of Subway, 30 June 2013-28 July 2014
- Burger King
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- Figure 35: Topic cloud around mentions of Burger King, 30 June 2013-28 July 2014
The Consumer – Fast Food Usage Habits
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- Key points
- Fast food outlet visits
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- Figure 36: Fast food outlet/restaurant usage, May 2014
- Families and young adults remain fast food venues’ core users
- Fast food’s appeal wanes with age
- McDonald’s remains the most widely used brand
- Subway lags behind McDonald’s on usage despite broader store portfolio
- Frequency of visiting fast food outlets/restaurants
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- Figure 37: Frequency of fast food outlet usage, May 2014
- Repertoire of fast food outlet/restaurant usage
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- Figure 38: Repertoire of fast food outlet/restaurant usage, by outlet used, May 2014
The Consumer – Barriers to Using Fast Food Restaurants
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- Key points
- Poor health perceptions remain an issue for fast food
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- Figure 39: Barriers to using fast food restaurants, May 2014
- Almost half of adults think fast food is not good for you
- Fast food – A choice?
- Operators signpost healthier options
- Quality of ingredients concerns one in four
- Three in 10 over-65s think fast food is for the young
The Consumer – Attitudes Towards Fast Food Outlets
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- Key points
- Despite health concerns, calories are rarely seen as a put-off
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- Figure 40: Users’ attitudes towards fast food outlets, May 2014
- Fast food outlets are not the venue of choice for healthier dishes
- Coffee offering supports footfall
- Competition from specialists remains a challenge
- Strong value image should resonate at lunch
The Consumer – Chicken/Burger Bar Menu Enticements
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- Key points
- Three in five fast food diners would like to customise dishes
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- Figure 41: Chicken/burger bar menu enticements, May 2014
- High interest in customisation favours competing venues
- McDonald’s trials customised burgers in US
- Chips can offer a platform for tailoring
- Drinks can lend themselves to customisation
- Healthier options would appeal to more than half of fast food diners
- Salads struggle on fast food menus
- Dishes must deliver on the fast food experience
- Menus can play a role in communicating healthier options
The Consumer – Chicken/Burger Bar Venue Enticements
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- Key points
- Two in five fast food diners are open to digital loyalty programmes
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- Figure 42: Chicken/burger bar venue enticements, May 2014
- Strong interest in loyalty programmes
- Push marketing welcomed by one in three diners
- Pre-ordering appeals to two in five fast food diners
- One in five would participate in online competitions
Appendix – Market Drivers
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- Figure 43: Trends in how respondents would describe their financial situation, February 2009-June 2014
- Figure 44: Trends in what extra money is spent on, selected items, November 2009-June 2014
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Appendix – Market Size and Forecast
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- Figure 45: UK chicken and burger bar market, value sales, best- and worst-case forecast, 2014-19
- Figure 46: UK burger bar market, value sales, best- and worst-case forecast, 2014-19
- Figure 47: UK chicken bar market, value sales, best- and worst-case forecast, 2014-19
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Appendix – Brand Advertising, Perceptions and Social Media
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- Figure 48: Advertising expenditure by selected chicken and burger bar operators, by media type, 2013
- Figure 49: Brand usage, July 2014
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- Figure 50: Brand commitment, July 2014
- Figure 51: Brand momentum, July 2014
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- Figure 52: Brand diversity, July 2014
- Figure 53: Brand satisfaction, July 2014
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- Figure 54: Brand recommendation, July 2014
- Figure 55: Brand attitude, July 2014
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- Figure 56: Brand image – Macro image, July 2014
- Figure 57: Brand image – Micro image, July 2014
- Figure 58: Share of online conversation of selected burger and chicken restaurant brands, 28 June 2013-30 June 2014
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- Figure 59: Topics of discussion around selected burger and chicken restaurant brands, 28 June 2013-30 June 2014
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Appendix – The Consumer – Fast Food Usage Habits
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- Figure 60: Fast food outlet/restaurant usage, May 2014
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- Figure 61: Most popular fast food outlets used, by demographics, May 2014
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- Figure 62: Next most popular fast food outlets used, by demographics, May 2014
- Repertoire analysis
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- Figure 63: Repertoire of fast food outlets/restaurants used, May 2014
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- Figure 64: Repertoire of fast food outlet usage, by demographics, May 2014
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- Figure 65: Fast food outlets used, by repertoire of fast food outlet usage, May 2014
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- Figure 66: Frequency of fast food outlet usage, May 2014
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- Figure 67: Frequency of fast food outlet usage – McDonald’s, by demographics, May 2014
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- Figure 68: Frequency of fast food outlet usage – KFC, by demographics, May 2014
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- Figure 69: Frequency of fast food outlet usage – Subway, by demographics, May 2014
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- Figure 70: Frequency of fast food outlet usage – Burger King, by demographics, May 2014
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- Figure 71: Frequency of fast food outlet usage – Nando’s, by demographics, May 2014
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Appendix – The Consumer – Barriers to Using Fast Food Restaurants
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- Figure 72: Barriers to using fast food venues, May 2014
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- Figure 73: Most common barriers to using fast food venues, by demographics, May 2014
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- Figure 74: Next most common barriers to using fast food venues, by demographics, May 2014
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- Figure 75: Other barriers to using fast food venues, by demographics, May 2014
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- Figure 76: Barriers to using fast food venues, by most popular fast food outlets used, May 2014
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- Figure 77: Barriers to using fast food venues, by next most popular fast food outlet used, May 2014
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Appendix – The Consumer – Attitudes Towards Fast Food Outlets
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- Figure 78: Attitudes towards fast food outlets, May 2014
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- Figure 79: Most popular attitudes towards fast food outlets, by demographics, May 2014
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- Figure 80: Next most popular attitudes towards fast food outlets, by demographics, May 2014
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- Figure 81: Attitudes towards fast food outlets, by most popular fast food outlet used, May 2014
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- Figure 82: Attitudes towards fast food outlets, by next most popular fast food outlet used, May 2014
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Appendix – The Consumer – Chicken/Burger Bar Menu Enticements
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- Figure 83: Chicken/burger bar menu enticements, May 2014
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- Figure 84: Chicken/burger bar menu enticements – Option to customise dishes, by demographics, May 2014
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- Figure 85: Chicken/burger bar menu enticements – Reduced fat/calorie items, by demographics, May 2014
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- Figure 86: Chicken/burger bar menu enticements – New cold drink options, by demographics, May 2014
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- Figure 87: Chicken/burger bar menu enticements – Option to choose type of bun, by demographics, May 2014
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- Figure 88: Chicken/burger bar menu enticements – Food higher in protein, by demographics, May 2014
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- Figure 89: Chicken/burger bar menu enticements – Seasoned chips, by demographics, May 2014
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- Figure 90: Chicken/burger bar menu enticements – Loaded chips, by demographics, May 2014
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- Figure 91: Chicken/burger bar menu enticements – New breakfast options, by demographics, May 2014
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- Figure 92: Chicken/burger bar menu enticements – New dessert options, by demographics, May 2014
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- Figure 93: Chicken/burger bar menu enticements – New American food options, by demographics, May 2014
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- Figure 94: Chicken/burger bar menu enticements – Tex Mex dishes, by demographics, May 2014
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- Figure 95: Chicken/burger bar menu enticements – Alcohol^, by demographics, May 2014
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- Figure 96: Chicken/burger bar menu enticements, by most popular fast food outlets used, May 2014
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- Figure 97: Chicken/burger bar menu enticements, by next most popular fast food outlets used, May 2014
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Appendix – The Consumer – Chicken/Burger Bar Venue Enticements
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- Figure 98: Chicken/burger bar venue enticements, May 2014
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- Figure 99: Chicken/burger bar venue enticements – Digital loyalty programme, by demographics, May 2014
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- Figure 100: Chicken/burger bar venue enticements – Drinks happy hour, by demographics, May 2014
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- Figure 101: Chicken/burger bar venue enticements – Pre-ordering before you get to the venue, by demographics, May 2014
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- Figure 102: Chicken/burger bar venue enticements – Customised offers sent to your smartphone based on factors such as your location, time of day etc, by demographics, May 2014
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- Figure 103: Chicken/burger bar venue enticements – Restaurant app that provides nutritional information, by demographics, May 2014
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- Figure 104: Chicken/burger bar venue enticements – Charging stations for electrical devices at the venue, by demographics, May 2014
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- Figure 105: Chicken/burger bar venue enticements – Smartphone payments, by demographics, May 2014
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- Figure 106: Chicken/burger bar venue enticements – Prepaid/top-up card, by demographics, May 2014
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- Figure 107: Chicken/burger bar venue enticements – Participate in live/interactive online competitions, by demographics, May 2014
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- Figure 108: Chicken/burger bar venue enticements, by most popular fast food outlets used, May 2014
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- Figure 109: Chicken/burger bar venue enticements, by next most popular fast food outlets used, May 2014
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