Burger and Chicken Restaurants - UK - August 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Total market is worth £7.5 billion in 2019
Figure 1: UK burger and chicken restaurants market, value sales and forecast, 2014-24
Burger maintains trading levels
Figure 2: UK burger restaurants market, value sales and forecast, 2014-24
Chicken is on the rise
Figure 3: UK chicken restaurants market, value sales and forecast, 2014-24
Companies and brands
Fast-food chains buoy overall market
Figure 4: Selected leading burger and chicken restaurant chains, by outlet numbers, 2016-19
The consumer
Reach of chicken restaurants expands
Figure 5: Annual changes in venues visited, June 2019
KFC springs back
Figure 6: Annual changes in venues visited, June 2019
Regular diners are flocking to fast-food restaurants
Figure 7: Changes in frequency of most popular brands, May 2018 and June 2019
Online engagement potential
Figure 8: Usage of online research methods, June 2019
Six in seven consumers happy with their burger or chicken experience
Figure 9: Key drivers of overall satisfaction with burger or chicken outlets/restaurants, June 2019
The rise of faster food
Figure 10: Burger and chicken outlets/restaurant behaviours, June 2019
‘The Attenborough effect’
Figure 11: Awareness of news relating to burger and chicken trends, June 2019
What we think
ISSUES AND INSIGHTS
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
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
Total market is worth £7.5 billion in 2019
Figure 12: UK burger and chicken restaurants market, value sales and forecast, 2014-24
The market is not immune
Figure 13: UK burger and chicken restaurants market, value sales and forecast, 2014-24
Burger maintains trading levels
Figure 14: UK burger restaurants market, value sales and forecast, 2014-24
Burger King set to make a come back
Figure 15: UK burger restaurants market, value sales and forecast, 2014-24
Chicken is on the rise
Figure 16: UK chicken restaurants market, value sales and forecast, 2014-24
Chicken segment expected to mature
Figure 17: UK chicken restaurants market, value sales and forecast, 2014-24
Forecast methodology
MARKET DRIVERS
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
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
Fast-food chains buoy overall market
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
Menu innovations
Extending breakfast hours
Meat-free takes root
Alternative burger patties
Figure 19: Burger King’s Halloumi Burger
Sides and desserts
Figure 20: Burger King’s Chicken Fries
Figure 21: KFC’s mashed potato pot
Fast-food technology
QR code burger
Technology delivers faster food
Figure 22: McDonald’s trials McDonald’s To Go at Fleet Street (London)
ADVERTISING AND MARKETING ACTIVITY
McDonald’s went for big impact in 2018
Figure 23: Advertising expenditure by selected burger and chicken operators, 2015-19
KFC’s plucky approach to crisis
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
Brand map
Figure 25: Attitudes towards and usage of selected brands, July 2019
Key brand metrics
Figure 26: Key metrics for selected brands, July 2019
Brand attitudes: Consumers love McDonald’s
Figure 27: Attitudes, by brand, July 2019
Brand personality: Consumers perceive the inaccessible Five Guys to be exclusive
Figure 28: Brand personality – macro image, July 2019
Nando’s seen as most healthy while Burger King needs to work harder to differentiate itself
Figure 29: Brand personality – micro image, July 2019
Brand analysis
Five Guys has relatively low brand awareness in the UK
Figure 30: User profile of Five Guys, July 2019
Nando’s loses out to McDonald’s on quality
Figure 31: User profile of Nando’s, July 2019
Over-45s less likely to visit McDonald’s
Figure 32: User profile of McDonald’s, July 2019
KFC not as healthy than Nando’s
Figure 33: User profile of KFC, July 2019
Burger King lacks differentiation
Figure 34: User profile of Burger King, July 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Reach of chicken restaurants expands
Figure 35: Annual changes in venues visited, June 2019
Affordability is a key driver for burger segment
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
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
Figure 38: Annual changes in overall usage, by generations, June 2019
ANNUAL CHANGES IN VENUES VISITED
KFC springs back
Figure 39: Annual changes in venues visited, June 2019
McDonald’s continues to grow
Most worse-off consumers loyal to one business
Figure 40: Changes in repertoire of venues visited, May 2019 and June 2019
CHANGES IN FREQUENCY 
Regular diners are propping up the fast-food market
Figure 41: Changes in frequency of most popular brands, May 2018 and June 2019
Strength of fast-food brands is in their value proposition
Figure 42: Frequency of use, June 2019
ONLINE RESEARCH METHODS
Online engagement potential
Figure 43: Usage of online research methods, June 2019
The shifting focus on online marketing
Figure 44: Usage of online research methods, by awareness of news, June 2019
KEY DRIVERS OF SATISFACTION
Six in seven consumers happy with their burger or chicken experience
Figure 45: Satisfaction with most recent visit to a burger or chicken outlet/restaurant, June 2019
Strong satisfaction with nothing to prioritise
Figure 46: Key drivers of overall satisfaction with burger or chicken outlets/restaurants, June 2019
There’s still room for improvement
Figure 47: Overall satisfaction with burger or chicken outlets/restaurants – key driver output, June 2019
BURGER AND CHICKEN RESTAURANT BEHAVIOURS
The rise of faster food
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
Figure 49: Burger and chicken restaurants – CHAID – Tree output, June 2019
AWARENESS OF NEWS RELATING TO BURGER AND CHICKEN
‘The Attenborough effect’: 52% of people aware of plastic pollution
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
Figure 51: Repertoire of awareness of news relating to burger and chicken trends, June 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Key driver analysis methodology
Interpretation of results
Figure 52: Overall satisfaction with burger or chicken outlets/restaurants – key driver output, June 2019
Figure 53: Satisfaction with burger or chicken outlets/restaurants, June 2019
CHAID analysis methodology
Figure 54: Burger and chicken restaurants – CHAID – Table output, June 2019
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
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