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Burger and Chicken Restaurants - UK - August 2013

“Creating more differentiated branding can be difficult to achieve based on factors such as price and convenience which are now so standardised across the market. Promoting an image of providing ‘real’ fast food through techniques such as the use of more natural materials in their venue design and more real food/farm imagery both in-store and on-line could help operators to build standout.”

– Helena Spicer, Senior Foodservice Analyst

Some questions answered in this report include:

  • 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?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • 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
                      • Figure 2: Fast food outlet usage, May 2013
                    • How have chicken/burger bar habits changed?
                      • Figure 3: Changes in chicken/burger bar usage, June 2013
                    • Factors which influenced venue choice
                      • Figure 4: Factors influencing chicken/burger bar choice, June 2013
                    • Attitudes towards chicken/burger bars
                      • Figure 5: Attitudes towards chicken/burger bars, May 2013
                    • Menu enticements
                      • Figure 6: Likelihood of ordering chicken/burger bar menu enticements, May 2013
                    • Venue enticements
                      • Figure 7: Chicken/burger bar venue enticements, May 2013
                    • What we think
                    • Issues in the Market

                        • 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

                                  • Increasing brands’ relevancy to consumers’ wider lifestyles to drive sales
                                    • Jumping on the retro bandwagon
                                      • Healthy fast food?
                                      • Market Drivers

                                        • Key points
                                          • Consumer confidence on the increase in 2013
                                            • 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
                                                • Figure 9: Trends in the age structure of the UK population, 2008-18
                                            • Competitive Context

                                              • 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?

                                                                  • Key points
                                                                    • Expanding snacking occasions
                                                                      • Expanding drinks offering aims to broaden brands’ appeal
                                                                        • ‘Better burger’ bars
                                                                            • 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

                                                                                  • Key points
                                                                                    • Market is resilient but faces rising food costs
                                                                                      • Figure 11: UK chicken and burger bar market, value sales, 2008-18
                                                                                      • Figure 12: UK chicken and burger bar market, value sales, 2008-18
                                                                                    • Forecast methodology
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Burger bars
                                                                                          • Figure 13: UK burger bar market, value sales, 2008-18
                                                                                          • Figure 14: UK burger bar market, value sales, 2008-18
                                                                                        • Chicken bars
                                                                                          • Figure 15: UK chicken bar market, value sales, 2008-18
                                                                                          • Figure 16: UK chicken bar market, value sales, 2008-18
                                                                                      • Companies and Products

                                                                                        • Key points
                                                                                          • Overview
                                                                                            • Figure 17: Selected chicken/burger restaurant chains, by outlet numbers, 2012 and 2013
                                                                                          • Burger King
                                                                                            • McDonald’s
                                                                                              • Kentucky Fried Chicken
                                                                                                • Figure 18: Key financials for Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2010/11
                                                                                              • Wimpy
                                                                                                • Figure 19: Key financials for Wimpy Restaurants Group Ltd, 2009/10-2011/12
                                                                                              • Nando’s
                                                                                                • Figure 20: Key financials for Nando’s Chickenland Limited, 2008/09-2011/12
                                                                                              • Gourmet Burger Kitchen
                                                                                                • Figure 21: Key financials for Gourmet Burger Kitchen, 2008/09-2011/12
                                                                                              • Byron Hamburgers
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • The role of online marketing and lifestyle branding techniques
                                                                                                    • Figure 22: Advertising expenditure by selected chicken and burger bar operators, 2008-12
                                                                                                  • Nando’s spearheads lifestyle branding
                                                                                                      • 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
                                                                                                      • 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

                                                                                                              • Brand map
                                                                                                                  • Figure 25: Attitudes towards and usage of brands in the fast food sector, May 2013
                                                                                                                • Correspondence analysis
                                                                                                                  • Brand attitudes
                                                                                                                    • Figure 26: Attitudes, by fast food brand, May 2013
                                                                                                                  • Brand personality
                                                                                                                    • Figure 27: Fast food brand personality – macro image, May 2013
                                                                                                                    • Figure 28: Fast food brand personality – micro image, May 2013
                                                                                                                  • Brand experience
                                                                                                                    • Figure 29: Fast food brand usage, May 2013
                                                                                                                    • Figure 30: Satisfaction with various fast food brands, May 2013
                                                                                                                    • Figure 31: Consideration of fast food brands, May 2013
                                                                                                                    • Figure 32: Consumer perceptions of current fast food brand performance, May 2013
                                                                                                                    • Figure 33: Fast food brand recommendation – Net Promoter Score, May 2013
                                                                                                                  • Brand index
                                                                                                                    • Figure 34: Fast food brand index, May 2013
                                                                                                                    • Figure 35: Fast food brand index vs. recommendation, May 2013
                                                                                                                  • Target group analysis
                                                                                                                    • Figure 36: Target groups, May 2013
                                                                                                                    • 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

                                                                                                                            • Key points
                                                                                                                              • Fast food outlets visits
                                                                                                                                • Figure 38: Fast food outlet usage, May 2013
                                                                                                                              • Specific targeting
                                                                                                                                • Frequency of visiting fast food outlets
                                                                                                                                  • Figure 39: Frequency of fast food outlet usage, May 2013
                                                                                                                                • How has chicken/burger bar usage changed?
                                                                                                                                  • Figure 40: Changes in chicken/burger bar usage, June 2013
                                                                                                                              • Factors Influencing Chicken/Burger Bar Choice

                                                                                                                                • Key points
                                                                                                                                  • ‘Fresh’ and ‘real’ are key drivers in modern day fast food
                                                                                                                                    • 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

                                                                                                                                        • Key points
                                                                                                                                          • Brand loyalty is an ongoing concern whilst the horsemeat scandal has had limited impact on the market
                                                                                                                                            • 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

                                                                                                                                                    • Key points
                                                                                                                                                      • Menu innovation requires specific consumer targeting
                                                                                                                                                        • 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

                                                                                                                                                                      • Key point
                                                                                                                                                                        • Two in five fast food users would use a home delivery service
                                                                                                                                                                          • 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

                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • Figure 52: UK chicken bar market, value sales, 2008-18
                                                                                                                                                                                  • Figure 53: Best- and worst-case forecasts for UK chicken bar market, 2013-18
                                                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                                                  • Figure 54: Brand usage, May 2013
                                                                                                                                                                                  • Figure 55: Brand commitment, May 2013
                                                                                                                                                                                  • Figure 56: Brand momentum, May 2013
                                                                                                                                                                                  • Figure 57: Brand diversity, May 2013
                                                                                                                                                                                  • Figure 58: Brand satisfaction, May 2013
                                                                                                                                                                                  • Figure 59: Brand recommendation, May 2013
                                                                                                                                                                                  • Figure 60: Brand attitude, May 2013
                                                                                                                                                                                  • Figure 61: Brand image – macro image, May 2013
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • Figure 65: Brand usage, by target groups, May 2013
                                                                                                                                                                                • Brand index
                                                                                                                                                                                  • Figure 66: Brand index, May 2013
                                                                                                                                                                              • Appendix – Food Fast Outlets Visited

                                                                                                                                                                                  • Figure 67: Fast food outlet usage, May 2013
                                                                                                                                                                                  • Figure 68: Most popular fast food outlets used, by demographics, May 2013
                                                                                                                                                                                  • Figure 69: Next most popular fast food outlets used, by demographics, May 2013
                                                                                                                                                                              • Appendix – Frequency of Visiting Fast Food Outlets

                                                                                                                                                                                  • Figure 70: Frequency of fast food outlet usage, May 2013
                                                                                                                                                                                  • Figure 71: Frequency of visiting McDonald’s, by demographics, May 2013
                                                                                                                                                                                  • Figure 72: Frequency of visiting KFC, by demographics, May 2013
                                                                                                                                                                                  • Figure 73: Frequency of visiting Subway, by demographics, May 2013
                                                                                                                                                                                  • Figure 74: Frequency of visiting Burger King, by demographics, May 2013
                                                                                                                                                                                  • Figure 75: Frequency of visiting Nando's, by demographics, May 2013
                                                                                                                                                                              • Appendix – How has Chicken/Burger Bar Usage Changed?

                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                              • Appendix – Factors Influencing Chicken/Burger Bar Choice

                                                                                                                                                                                  • Figure 85: Factors influencing chicken/burger bar choice, June 2013
                                                                                                                                                                                  • Figure 86: Most popular factors influencing chicken/burger bar choice, by demographics, May 2013
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                              • Appendix – Attitudes towards Chicken/Burger Bars

                                                                                                                                                                                  • Figure 99: Attitudes towards chicken/burger bars, May 2013
                                                                                                                                                                                  • Figure 100: Most popular attitudes towards chicken/burger bars, by demographics, May 2013
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • Figure 103: Attitudes towards chicken/burger bars, by fast food outlet usage, May 2013
                                                                                                                                                                              • Appendix – Chicken/Burger Bar Menu Enticements

                                                                                                                                                                                  • Figure 104: Likelihood of ordering chicken/burger bar menu enticements, May 2013
                                                                                                                                                                                  • Figure 105: Likelihood of ordering boneless chicken items, by demographics, May 2013
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • Figure 110: Likelihood of ordering more adventurous dips/sauces, by demographics, May 2013
                                                                                                                                                                                  • Figure 111: Likelihood of ordering sweet potato fries, by demographics, May 2013
                                                                                                                                                                                  • Figure 112: Likelihood of ordering healthier sides, by demographics, May 2013
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • Figure 117: Likelihood of ordering premium/gourmet burgers, by demographics, May 2013
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • Figure 126: Chicken/burger bar menu enticements, by other attitudes towards chicken/burger bars, May 2013
                                                                                                                                                                              • Appendix – Chicken/Burger Bar Venue Enticements

                                                                                                                                                                                  • Figure 127: Chicken/burger bar venue enticements, May 2013
                                                                                                                                                                                  • Figure 128: Most popular chicken/burger bar venue enticements, by demographics, May 2013
                                                                                                                                                                                  • 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
                                                                                                                                                                                  • 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

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Bank of England
                                                                                                                                                                              • Burger King UK Ltd
                                                                                                                                                                              • Camden Town Brewery
                                                                                                                                                                              • Capricorn Venture Partners
                                                                                                                                                                              • Clapham House Group Plc
                                                                                                                                                                              • Dunkin' Brands
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Gondola Holdings PLC
                                                                                                                                                                              • Gourmet Burger Kitchen
                                                                                                                                                                              • Haché Burger Connoiseurs Ltd
                                                                                                                                                                              • HarperCollins Publishers Inc.
                                                                                                                                                                              • Kepak Group
                                                                                                                                                                              • KFC Corporation
                                                                                                                                                                              • KFC Ltd (UK)
                                                                                                                                                                              • Luigi Lavazza SpA
                                                                                                                                                                              • Marine Stewardship Council
                                                                                                                                                                              • McDonald's Restaurants Limited (UK)
                                                                                                                                                                              • Nandos UK
                                                                                                                                                                              • Pizza Hut
                                                                                                                                                                              • WH Smith PLC
                                                                                                                                                                              • Wimpy International
                                                                                                                                                                              • YouTube, Inc.
                                                                                                                                                                              • Yum! Brands Inc.

                                                                                                                                                                              Burger and Chicken Restaurants - UK - August 2013

                                                                                                                                                                              US $2,570.96 (Excl.Tax)