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Burger and Chicken Restaurants - UK - August 2015

“A slower-growing core user base places an onus on fast food operators to work ever harder to engage with them. Using digital technology to a greater extent and making restaurants more inviting as a place to socialise should help them to do so.”
– Richard Ford, Senior Food and Drink Analyst

This report looks at the following areas:

  • Operators must do more to engage their slower-growing core user group
  • Digital technology may help operators to improve speed of service
  • More scope for chicken thigh on fast food menus

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Burger restaurants
              • Figure 1: UK burger bar market, value sales and forecast, 2010-20
            • Chicken restaurants
              • Figure 2: UK chicken bar market, value sales and forecast, 2010-20
            • Companies, brands and innovation
              • Burger King enters the home delivery market and launches new store design
                • McDonald’s introduces touchscreen technology and trials table service
                  • KFC rolls out new store format
                    • The consumer
                      • Two thirds of Brits eat at fast food restaurants
                        • Figure 3: Fast food outlet/restaurant usage, May 2015
                      • A tenth of 16-34s have switched from fast food to gourmet burger restaurants
                        • Figure 4: Eating behaviours at fast food restaurants, May 2015
                      • Meat quality is of most concern to older consumers
                        • Figure 5: Concerns around eating at fast food restaurants, May 2015
                      • Thicker meat patties garner widest diner interest
                        • Figure 6: Chicken/burger bar menu enticements, May 2015
                      • Scope for chicken thigh to be used more widely
                        • Figure 7: Attitudes towards chicken and burger restaurants, May 2015
                      • McDonald’s is seen as most child-friendly of selected foodservice brands
                        • Figure 8: Correspondence analysis of qualities associated with selected fast food venues, May 2015
                      • What we think
                      • Issues and Insights

                          • Operators must do more to engage their slower-growing core user group
                            • The facts
                              • The implications
                                • Digital technology may help operators to improve speed of service
                                  • The facts
                                    • The implications
                                      • More scope for chicken thigh on fast food menus
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Growth of core 15-34-year-old user group forecast to slow down
                                              • Increase in real incomes not necessarily a good thing for fast food
                                                • National Living Wage introduced
                                                  • Slower growth forecast for the total burger and chicken bar market
                                                    • Continued expansion of ‘better burger’ restaurants will boost value of burger market
                                                      • Non-specialists threaten to encroach on chicken operators’ heartland
                                                        • McDonald’s and KFC implement changes
                                                        • Segment Performance, Market Size and Forecast

                                                          • Burger and chicken market is in rude health
                                                            • Healthy but tempered market growth expected in 2015-20
                                                              • Category blurring should continue to benefit the market
                                                                • Figure 9: UK chicken and burger bar market, value sales, 2010-20
                                                                • Figure 10: UK chicken and burger bar market, value sales and forecast, 2010-20
                                                              • Continued expansion of ‘better burger’ restaurants should boost the value of the burger sector
                                                                  • Figure 11: UK burger bar market, value sales, 2010-20
                                                                  • Figure 12: UK burger bar market, value sales and forecast, 2010-20
                                                                • Chicken continues to benefit from strong value-for-money perceptions
                                                                  • Leading chicken operators innovate
                                                                    • Chicken bar segment under pressure from other foodservice sectors
                                                                      • Figure 13: UK chicken bar market, value sales, 2010-20
                                                                      • Figure 14: UK chicken bar market, value sales and forecast, 2010-20
                                                                  • Market Drivers

                                                                    • Dining out is a key discretionary spending area but consumers’ frugal mentality remains
                                                                      • Figure 15: Consumer spending priorities (after bills) – dining out, November 2009-April 2015
                                                                    • National Living Wage is set to be introduced in the UK in 2016
                                                                      • The medium-rare burger debate
                                                                        • Core user group set for stunted growth
                                                                          • Figure 16: Trends in the age structure of the UK population, 2010-15 and 2015-20
                                                                      • Key Players – What You Need to Know

                                                                        • Burger/chicken restaurant operators further blur the boundaries
                                                                          • Burger King launches home delivery
                                                                            • Operators look to pulled pork/chicken for inspiration
                                                                              • KFC expands menus into new areas
                                                                                • McDonald’s ranks top for trust amongst selected fast food restaurants
                                                                                  • Burger King unveils new outlet design
                                                                                  • Market Share

                                                                                    • McDonald’s retains an unassailable lead by store numbers
                                                                                      • Figure 17: Selected leading burger and chicken restaurant chains, by outlet numbers, 2012-15
                                                                                    • McDonald’s UK reports “positive” performance despite global woes
                                                                                      • McDonald’s plays up the social aspect of its restaurants
                                                                                        • McDonald’s looks to modern technology to boost appeal
                                                                                          • KFC Q2 2015 sales rise 6%
                                                                                            • KFC’s store design should increase its competitiveness
                                                                                              • Figure 18: KFC’s store redesign, Bracknell store, November 2014
                                                                                            • Burger King introduces home delivery
                                                                                              • New store design unveiled for Burger King
                                                                                                • Figure 19: Burger King’s store redesign, Paris store, August 2015
                                                                                                • Figure 20: Burger King’s store redesign, Paris store, August 2015
                                                                                              • Gourmet burger restaurants continue their march on London and beyond
                                                                                                • Figure 21: Selected ‘better’/’gourmet’ burger operators in the UK market and planned/reported/projected outlet expansion, July 2015
                                                                                            • Launch Activity and Innovation

                                                                                              • Burger King UK trials home delivery service
                                                                                                • KFC launches Toasted Burritos
                                                                                                  • Fast food operators look to American food trends
                                                                                                    • Fast food operators upgrade their cold drinks ranges for summer 2015
                                                                                                    • Brand Research

                                                                                                      • What you need to know
                                                                                                        • Brand map
                                                                                                          • Figure 22: Attitudes towards and usage of selected restaurant brands, June 2015
                                                                                                        • Key brand metrics
                                                                                                          • Figure 23: Key metrics for selected restaurant brands, June 2015
                                                                                                        • Brand attitudes: GBK’s different proposition is thought of as worth paying more for
                                                                                                          • Figure 24: Attitudes, by brand, June 2015
                                                                                                        • Brand personality: Chicken Cottage has the most negative associations
                                                                                                          • Figure 25: Brand personality – macro image, June 2015
                                                                                                        • Big brands are noted for tradition, family-friendliness and convenience
                                                                                                          • Figure 26: Brand personality – micro image, June 2015
                                                                                                        • Brand analysis
                                                                                                          • Gourmet Burger Kitchen has lots of potential to grow its customer base
                                                                                                            • Figure 27: User profile of Gourmet Burger Kitchen, June 2015
                                                                                                          • KFC ranks highest for recommendation
                                                                                                            • Figure 28: User profile of KFC, June 2015
                                                                                                          • McDonald’s continues to benefit from ubiquitous presence and uniform experience
                                                                                                            • Figure 29: User profile of McDonald’s, June 2015
                                                                                                          • Burger King may be falling behind McDonald’s and faces new competition too
                                                                                                            • Figure 30: User profile of Burger King, June 2015
                                                                                                          • Chicken Cottage falls down on awareness and lacks in association with positive traits
                                                                                                            • Figure 31: User profile of Chicken Cottage, June 2015
                                                                                                        • The Consumer – What You Need to Know

                                                                                                          • Two thirds of Brits eat at fast food restaurants
                                                                                                            • 16-34s are key users of fast food restaurants
                                                                                                              • More users limit fast food consumption due to concerns over healthiness than order healthier dishes
                                                                                                                • Meat quality is the top concern amongst users
                                                                                                                  • Animal welfare is still a major concern despite efforts to reassure diners
                                                                                                                    • Thicker meat patties garner widest diner interest
                                                                                                                      • Less than half of consumers view service in selected fast food venues as speedy
                                                                                                                      • Fast Food Usage Habits

                                                                                                                        • Two thirds of Brits eat at fast food restaurants
                                                                                                                          • Younger consumers more likely to use any fast food restaurant
                                                                                                                            • Figure 32: Usage of any fast food outlet/restaurant, by age, May 2015
                                                                                                                          • McDonald’s continues to dominate the market
                                                                                                                            • Figure 33: Fast food outlet/restaurant usage, May 2015
                                                                                                                        • Eating Behaviours at Fast Food Restaurants

                                                                                                                          • 16-34s, fast food core users, are an area of concern for mainstream operators
                                                                                                                            • More users have limited the amount of fast food they eat than have ordered healthier dishes
                                                                                                                              • Figure 34: Eating behaviours at fast food restaurants, May 2015
                                                                                                                          • User Concerns over Fast Food

                                                                                                                            • Further reassurance over meat quality could help attract older diners
                                                                                                                              • Animal welfare
                                                                                                                                • A significant minority of users are concerned over the health of fast food
                                                                                                                                    • Figure 35: Concerns around eating at fast food restaurants, May 2015
                                                                                                                                • Chicken/Burger Bar Menu Enticements

                                                                                                                                  • Thicker meat patties garner widest diner interest
                                                                                                                                    • One in four fast food users are interested in burgers made from unusual meats
                                                                                                                                      • Fish/shellfish could help operators appeal to older diners
                                                                                                                                        • One in four diners are interested in a greater selection of burger toppings
                                                                                                                                            • Figure 36: Chicken/burger bar menu enticements, May 2015
                                                                                                                                        • Attitudes towards Fast Food Outlets

                                                                                                                                          • Letting diners design their own sauces could add interest to eat-in venues
                                                                                                                                            • Scope for wider use of chicken thigh on fast food menus
                                                                                                                                                • Figure 37: Attitudes towards chicken and burger restaurants, May 2015
                                                                                                                                            • Qualities Associated with Selected Fast Food Operators

                                                                                                                                              • Just one in four consumers view service in KFC as speedy
                                                                                                                                                • McDonald’s seen as the most child-friendly of the selected operators
                                                                                                                                                  • McDonald’s seeks to address preconceptions over what’s in its burgers
                                                                                                                                                    • Figure 38: Correspondence analysis of qualities associated with selected fast food venues, May 2015
                                                                                                                                                    • Figure 39: Qualities associated with selected fast food venues, May 2015
                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                    • Abbreviations
                                                                                                                                                      • Consumer research
                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                        • UK population age structure
                                                                                                                                                          • Figure 40: Trends in the age structure of the UK population, 2010-20
                                                                                                                                                      • Appendix – Segment Performance, Market Size and Forecast

                                                                                                                                                        • Forecast methodology
                                                                                                                                                          • Best- and worst-case forecasts
                                                                                                                                                            • Figure 41: UK burger and chicken bar market, value sales, best- and worst-case forecast, 2015-20
                                                                                                                                                          • Burger bar market
                                                                                                                                                            • Figure 42: UK burger bar market, value sales, best- and worst-case forecast, 2015-20
                                                                                                                                                          • Chicken bar market
                                                                                                                                                            • Figure 43: UK chicken bar market, value sales, best- and worst-case forecast, 2015-20
                                                                                                                                                        • Appendix – Market Share

                                                                                                                                                          • Historic financial performance of selected leading fast food operators
                                                                                                                                                            • McDonald’s
                                                                                                                                                              • Figure 44: Key financials for McDonald’s Restaurants Limited, 2009-13
                                                                                                                                                            • KFC
                                                                                                                                                              • Figure 45: Key financials for Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2012/13
                                                                                                                                                            • Nando’s
                                                                                                                                                              • Figure 46: Key financials for Nando’s Chickenland Limited, 2008/09-2013/14
                                                                                                                                                            • Wimpy
                                                                                                                                                              • Figure 47: Key financials for Wimpy Restaurants Group Ltd, 2009/10-2013/14
                                                                                                                                                          • Appendix – Brand Research

                                                                                                                                                            • Advertising expenditure
                                                                                                                                                              • Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure on selected fast food brands, 2011-15
                                                                                                                                                            • Nielsen Media Research – methodology
                                                                                                                                                              • Brand map
                                                                                                                                                              • Appendix – Qualities Associated with Selected Fast Food Operators

                                                                                                                                                                • Correspondence analysis

                                                                                                                                                                Companies Covered

                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                Burger and Chicken Restaurants - UK - August 2015

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