Table of Contents
Executive Summary
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- The market
- Total market is worth £7.5 billion in 2019
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- Figure 1: UK burger and chicken restaurants market, value sales and forecast, 2014-24
- Burger maintains trading levels
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- Figure 2: UK burger restaurants market, value sales and forecast, 2014-24
- Chicken is on the rise
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- Figure 3: UK chicken restaurants market, value sales and forecast, 2014-24
- Companies and brands
- Fast-food chains buoy overall market
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- Figure 4: Selected leading burger and chicken restaurant chains, by outlet numbers, 2016-19
- The consumer
- Reach of chicken restaurants expands
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- Figure 5: Annual changes in venues visited, June 2019
- KFC springs back
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- Figure 6: Annual changes in venues visited, June 2019
- Regular diners are flocking to fast-food restaurants
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- Figure 7: Changes in frequency of most popular brands, May 2018 and June 2019
- Online engagement potential
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- Figure 8: Usage of online research methods, June 2019
- Six in seven consumers happy with their burger or chicken experience
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- Figure 9: Key drivers of overall satisfaction with burger or chicken outlets/restaurants, June 2019
- The rise of faster food
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- Figure 10: Burger and chicken outlets/restaurant behaviours, June 2019
- ‘The Attenborough effect’
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- Figure 11: Awareness of news relating to burger and chicken trends, June 2019
- What we think
Issues and Insights
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- Industry and government initiatives that will impact consumers
- The facts
- The implications
- Technology in fast-food market
- The facts
- The implications
- Impact of media on fast-food
- The facts
- The implications
The Market – What You Need to Know
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- The total burger and chicken market is worth £7.5 billion in 2019
- Greater animal welfare standards for halal slaughter
- Stricter rules on junk food adverts
- Making progress on healthy eating
- Stricter rules on allergen labelling
Market Size, Segmentation and Forecast
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- Total market is worth £7.5 billion in 2019
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- Figure 12: UK burger and chicken restaurants market, value sales and forecast, 2014-24
- The market is not immune
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- Figure 13: UK burger and chicken restaurants market, value sales and forecast, 2014-24
- Burger maintains trading levels
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- Figure 14: UK burger restaurants market, value sales and forecast, 2014-24
- Burger King set to make a come back
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- Figure 15: UK burger restaurants market, value sales and forecast, 2014-24
- Chicken is on the rise
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- Figure 16: UK chicken restaurants market, value sales and forecast, 2014-24
- Chicken segment expected to mature
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- Figure 17: UK chicken restaurants market, value sales and forecast, 2014-24
- Forecast methodology
Market Drivers
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- Greater animal welfare standards
- Halal animal slaughter
- ECC chicken welfare commitment
- Making progress on healthy eating
- Committing to cut single-use plastic
- Stricter rules on allergen labelling
- Meeting HFSS reduction targets
Companies and Brands – What You Need to Know
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- Fast-food chains buoy overall market
- Extending breakfast hours
- Meat-free takes root
- McDonald’s went for big impact in 2018
- KFC’s plucky approach to crisis
- Consumers love McDonald’s
Market Share
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- Fast-food chains buoy overall market
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- Figure 18: Selected leading burger and chicken restaurant chains, by outlet numbers, 2016-19
- Burger King prepares for comeback
- Yum! Brands
- Five Guys
Launch Activity and Innovation
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- Menu innovations
- Extending breakfast hours
- Meat-free takes root
- Alternative burger patties
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- Figure 19: Burger King’s Halloumi Burger
- Sides and desserts
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- Figure 20: Burger King’s Chicken Fries
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- Figure 21: KFC’s mashed potato pot
- Fast-food technology
- QR code burger
- Technology delivers faster food
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- Figure 22: McDonald’s trials McDonald’s To Go at Fleet Street (London)
Advertising and Marketing Activity
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- McDonald’s went for big impact in 2018
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- Figure 23: Advertising expenditure by selected burger and chicken operators, 2015-19
- KFC’s plucky approach to crisis
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- Figure 24: Advertising expenditure by selected burger and chicken restaurants*, by media type, 2015-19
- Obesity – are ads to blame?
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 25: Attitudes towards and usage of selected brands, July 2019
- Key brand metrics
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- Figure 26: Key metrics for selected brands, July 2019
- Brand attitudes: Consumers love McDonald’s
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- Figure 27: Attitudes, by brand, July 2019
- Brand personality: Consumers perceive the inaccessible Five Guys to be exclusive
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- Figure 28: Brand personality – macro image, July 2019
- Nando’s seen as most healthy while Burger King needs to work harder to differentiate itself
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- Figure 29: Brand personality – micro image, July 2019
- Brand analysis
- Five Guys has relatively low brand awareness in the UK
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- Figure 30: User profile of Five Guys, July 2019
- Nando’s loses out to McDonald’s on quality
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- Figure 31: User profile of Nando’s, July 2019
- Over-45s less likely to visit McDonald’s
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- Figure 32: User profile of McDonald’s, July 2019
- KFC not as healthy than Nando’s
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- Figure 33: User profile of KFC, July 2019
- Burger King lacks differentiation
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- Figure 34: User profile of Burger King, July 2019
The Consumer – What You Need to Know
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- Reach of chicken restaurants expands
- KFC springs back
- Regular diners are propping up the fast-food market
- Online engagement potential
- Six in seven consumers happy with their burger or chicken experience
- The rise of faster food
- ‘The Attenborough effect’
Annual Changes in Overall Usage
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- Reach of chicken restaurants expands
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- Figure 35: Annual changes in venues visited, June 2019
- Affordability is a key driver for burger segment
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- Figure 36: Changes in any burger outlet/restaurant visited, by financial status, May 2018-June 2019
- More affluent consumers flock to new takes on chicken
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- Figure 37: Changes in any chicken outlet/restaurant visited, by financial status, May 2018-June 2019
- Make burgers and chicken more appealing to Baby Boomers
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- Figure 38: Annual changes in overall usage, by generations, June 2019
Annual Changes in Venues Visited
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- KFC springs back
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- Figure 39: Annual changes in venues visited, June 2019
- McDonald’s continues to grow
- Most worse-off consumers loyal to one business
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- Figure 40: Changes in repertoire of venues visited, May 2019 and June 2019
Changes in Frequency
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- Regular diners are propping up the fast-food market
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- Figure 41: Changes in frequency of most popular brands, May 2018 and June 2019
- Strength of fast-food brands is in their value proposition
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- Figure 42: Frequency of use, June 2019
Online Research Methods
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- Online engagement potential
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- Figure 43: Usage of online research methods, June 2019
- The shifting focus on online marketing
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- Figure 44: Usage of online research methods, by awareness of news, June 2019
Key Drivers of Satisfaction
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- Six in seven consumers happy with their burger or chicken experience
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- Figure 45: Satisfaction with most recent visit to a burger or chicken outlet/restaurant, June 2019
- Strong satisfaction with nothing to prioritise
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- Figure 46: Key drivers of overall satisfaction with burger or chicken outlets/restaurants, June 2019
- There’s still room for improvement
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- Figure 47: Overall satisfaction with burger or chicken outlets/restaurants – key driver output, June 2019
Burger and Chicken Restaurant Behaviours
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- The rise of faster food
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- Figure 48: Burger and chicken outlets/restaurant behaviours, June 2019
- Older diners want greater halal food transparency
- Targeting discerning 25-34 year-olds
- They crave human connection
- They’re driving demand for meat alternatives
- They prefer grazing on snacks
- They support plastic-free establishments
- Plastic-free for young urban families – CHAID analysis
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- Figure 49: Burger and chicken restaurants – CHAID – Tree output, June 2019
Awareness of News Relating to Burger and Chicken
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- ‘The Attenborough effect’: 52% of people aware of plastic pollution
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- Figure 50: Awareness of news relating to burger and chicken trends, June 2019
- Age differences in news habits and attitudes
- Urbanites have their finger on the pulse
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- Figure 51: Repertoire of awareness of news relating to burger and chicken trends, June 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Key driver analysis methodology
- Interpretation of results
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- Figure 52: Overall satisfaction with burger or chicken outlets/restaurants – key driver output, June 2019
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- Figure 53: Satisfaction with burger or chicken outlets/restaurants, June 2019
- CHAID analysis methodology
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- Figure 54: Burger and chicken restaurants – CHAID – Table output, June 2019
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 55: UK burger and chicken restaurants market, value sales, best- and worst-case forecast, 2019-24
- Figure 56: UK burger restaurants market, value sales, best- and worst-case forecast, 2019-24
- Figure 57: UK chicken restaurants market, value sales, best- and worst-case forecast, 2019-24
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