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Burger and Chicken Restaurants - UK - August 2016

“Burger and chicken restaurants will come under pressure as the population of 16-34s declines. Operators are branching out into gourmet concepts to keep their brands fresh and innovative. There is scope for restaurants to explore both high-speed and leisure experiences as a selling point.”
– Trish Caddy, Foodservice Analyst

This report discusses the following key topics:

  • Customisation can help venues engage older age groups
  • More scope for healthier options on fast food menus
  • Speed of service is a key enticement, yet table service appeals widely

Plans for ongoing store revamps and menu updates should continue to support the segment. Category blurring such as serving fresh fruit smoothies and barista-style coffee, should also help create more occasions for diners to visit fast food restaurants. Continued focus on communicating the quality of their products and ingredients looks much needed, given that many diners still see the food as processed. However, speed of service is also of essence seen by many diners as the only reason to use a fast food venue.

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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, 2011-21
            • Chicken restaurants
              • Figure 2: UK chicken bar market, value sales and forecast, 2011-21
            • Companies and brands
              • McDonald’s retains an unassailable lead by store and usage numbers
                • KFC reports ambitious growth plans
                  • Gourmet venues beef up the burger market
                    • The consumer
                      • Nearly three in four Brits eat at fast food restaurants
                        • Figure 3: Fast food outlet usage, by type, July 2016
                      • Scope for venues to prompt more frequent visits
                        • Visiting fast food venues is seen as a treat by most
                          • Figure 4: Attitudes towards fast food restaurants, July 2016
                        • Customisable dishes could help attract older diners to fast food chains
                          • Figure 5: Fast food menu enticements, July 2016
                        • Grilled chicken could help operators appeal to the health-conscious
                          • Figure 6: Interest in healthier alternatives at fast food restaurants, July 2016
                        • Freshly made burgers is top expectation from gourmet burger venues
                          • Figure 7: Expectations from gourmet burger venues, July 2016
                        • What we think
                        • Issues and Insights

                          • Customisation can help venues engage older age groups
                            • The facts
                              • The implications
                                • More scope for healthier options on fast food menus
                                  • The facts
                                    • The implications
                                      • Speed of service is a key enticement, yet table service appeals widely
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Burger and chicken market is in growth
                                              • Activity from brands needed to offset decline in core users
                                                • Eating out remains a key discretionary spending area
                                                  • Falling Pound could have an impact on food prices
                                                    • Further rises in National Living Wage pose a challenge
                                                      • FSA’s pink meat burger guidelines offer clarity to gourmet burger sector
                                                      • Segment Performance, Market Size and Forecast

                                                        • Both burger and chicken bars are in growth but under pressure
                                                          • Figure 8: UK chicken and burger bar market, value sales, 2011-21
                                                        • Demographic changes and consumer confidence could temper market growth
                                                          • Figure 9: UK chicken and burger bar market, value sales and forecast, 2011-21
                                                        • Concerted efforts by brands to innovate can help to boost the burger sector
                                                            • Figure 10: UK burger bar market, value sales, 2011-21
                                                            • Figure 11: UK burger bar market, value sales and forecast, 2011-21
                                                          • Chicken bar operators innovate to stay competitive
                                                            • Figure 12: UK chicken bar market, value sales, 2011-21
                                                            • Figure 13: UK chicken bar market, value sales and forecast, 2011-21
                                                          • Forecast methodology
                                                          • Market Drivers

                                                            • Eating out remains a key discretionary spending area but consumer confidence has been shaken
                                                              • Figure 14: Consumer spending priorities (after bills) – Dining out, November 2009-July 2016
                                                            • Falling Pound and rising costs head concerns for operators
                                                              • Imports play a role in fast food chains’ sourcing
                                                                • Further rises in National Living Wage pose a challenge
                                                                  • A boost to tourism but risk of shortfall of staff
                                                                    • FSA’s pink meat burger guidelines offer clarity to gourmet burger sector
                                                                      • The rise in obesity puts chicken shops under scrutiny
                                                                        • Fast food chains urged to limit use of antibiotics in meat and poultry
                                                                          • Core user group set for stunted growth
                                                                            • Figure 15: Trends in the age structure of the UK population, 2011-16 and 2016-21
                                                                        • Key Players – What You Need to Know

                                                                          • McDonald’s retains an unassailable lead by store and usage numbers
                                                                            • KFC reports ambitious growth plans
                                                                              • Burger King focuses on a few high-impact areas
                                                                                • Gourmet venues beef up the burger market
                                                                                  • Rice boxes strengthen KFC’s offering in lunch space
                                                                                    • Nando’s blurs boundaries with beef dishes and Fino platter
                                                                                      • McDonald's aims to dispel myths about product quality
                                                                                        • KFC celebrates 50 years in the UK
                                                                                          • Reconfiguring in-store formats to improve customer experience
                                                                                          • Market Share

                                                                                            • McDonald’s retains an unassailable lead by store and usage numbers
                                                                                              • Figure 16: Selected leading burger and chicken restaurant chains, by outlet numbers, 2013-16
                                                                                              • Figure 17: Selected leading burger and chicken restaurant chains, frequency of use, July 2016
                                                                                            • Burger King focuses on a few high-impact areas
                                                                                              • KFC reports ambitious growth plans
                                                                                                • Gourmet venues beef up the burger market
                                                                                                  • Figure 18: Selected ‘better’/’gourmet’ burger operators in the UK market and planned/reported outlet expansion, July 2015 and July 2016
                                                                                                • Premium chicken restaurants remain niche
                                                                                                  • Figure 19: Selected chicken bar operators in the UK market and planned/reported/projected outlet expansion, July 2016
                                                                                              • Launch Activity and Innovation

                                                                                                • McDonald’s launches table service and Signature Collection range
                                                                                                  • Rice boxes strengthen KFC’s offering in lunch space
                                                                                                    • Fast food operators create “zones” in store formats
                                                                                                      • Burger King granted permission to sell alcohol
                                                                                                        • GBK launches supermarket range
                                                                                                          • Nando’s blurs boundaries with beef dishes and Fino platter
                                                                                                          • Advertising and Marketing Activity

                                                                                                            • McDonald's builds brand trust and immerses into VR
                                                                                                              • Good to Know campaign looks to dispel myths about product quality
                                                                                                                • VR campaign aims to drive home food provenance
                                                                                                                  • “Always working” campaign highlights improvements to Happy Meal
                                                                                                                    • McDonald’s reminds people of its relevance for good times and night times
                                                                                                                      • Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure, by selected chicken and burger bar operators, 2012-16
                                                                                                                    • Burger King targets young adults through social media and cinema
                                                                                                                      • KFC celebrates 50 years in the UK
                                                                                                                        • Social media campaigns look to engage young core users
                                                                                                                          • Figure 21: Selected chicken and burger bar brands’ social media presence, 2016
                                                                                                                        • Nando's ramps up festival tie-ups in sponsorship drive
                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                          • Brand Research

                                                                                                                              • What you need to know
                                                                                                                                • McDonald’s is the most trusted brand of all
                                                                                                                                  • Nando’s excels as a fun and vibrant brand
                                                                                                                                    • KFC is the top brand in being seen as traditional
                                                                                                                                      • Brand map
                                                                                                                                        • Figure 22: Attitudes towards and usage of selected restaurant brands, July 2016
                                                                                                                                      • Key brand metrics
                                                                                                                                        • Figure 23: Key metrics for selected restaurant brands, July 2016
                                                                                                                                      • Brand attitudes: McDonald’s leads on value image, innovation and trust
                                                                                                                                        • Figure 24: Attitudes, by brand, July 2016
                                                                                                                                      • Brand personality – Macro: McDonald’s stands on a par with Nando’s and Byron as vibrant and engaging
                                                                                                                                        • Figure 25: Brand personality – Macro image, July 2016
                                                                                                                                      • Brand personality – Micro: Byron takes the lead on cool and special, McDonald’s has the strongest family image
                                                                                                                                        • Figure 26: Brand personality – Micro image, July 2016
                                                                                                                                      • Brand analysis
                                                                                                                                        • Popular among users, Byron is largely unknown
                                                                                                                                          • Figure 27: User profile of Byron, July 2016
                                                                                                                                        • Nando’s excels as a brand with a good reputation
                                                                                                                                          • Figure 28: User profile of Nando’s, July 2016
                                                                                                                                        • KFC is the top brand in being seen as traditional
                                                                                                                                          • Figure 29: User profile of KFC, July 2016
                                                                                                                                        • McDonald’s is the most trusted brand of all
                                                                                                                                          • Figure 30: User profile of McDonald’s, July 2016
                                                                                                                                        • Only 5% of users see Burger King as favourite brand
                                                                                                                                          • Figure 31: User profile of Burger King, July 2016
                                                                                                                                      • The Consumer – What You Need Know

                                                                                                                                        • Nearly three in four Brits eat at fast food restaurants
                                                                                                                                          • Scope for lighter and grab-and-go meals to prompt more frequent visits
                                                                                                                                            • Visiting fast food venues is seen as a treat by most
                                                                                                                                              • Quick service only reason to visit fast food venues for half of users
                                                                                                                                                • Freshly made burgers is top expectation from gourmet burger venues
                                                                                                                                                  • Customisable dishes appeal at fast food chains
                                                                                                                                                    • Grilled chicken could help operators appeal to the health-conscious
                                                                                                                                                    • Fast Food Usage Habits

                                                                                                                                                      • Nearly three in four Brits eat at fast food restaurants
                                                                                                                                                        • Figure 32: Fast food outlet usage, by type, July 2016
                                                                                                                                                      • A significant group of 35-44s use chicken and burger bars
                                                                                                                                                        • Figure 33: Usage of any burger outlet and any chicken outlet, by age, July 2016
                                                                                                                                                    • Frequency of Use of Fast Food Outlets

                                                                                                                                                      • McDonald’s continues to dominate the market…
                                                                                                                                                        • …gourmet burger venues remain niche
                                                                                                                                                          • Figure 34: Frequency of eating in or getting a takeaway from fast food outlets, July 2016
                                                                                                                                                        • Scope for venues to prompt more frequent visits
                                                                                                                                                        • Attitudes towards Fast Food Restaurants

                                                                                                                                                          • Visiting fast food venues is seen as a treat by most
                                                                                                                                                            • Figure 35: Attitudes towards fast food restaurants, July 2016
                                                                                                                                                          • Quick service only reason to visit fast food venues for half of users
                                                                                                                                                            • Fast food feels processed to 60% of diners
                                                                                                                                                              • Lighter options are in demand by people who grab and go
                                                                                                                                                              • Expectations from Gourmet Burger Venues

                                                                                                                                                                • Freshly made burgers is top expectation from gourmet burger venues
                                                                                                                                                                  • Diners expect gourmet venues to offer control over their burgers
                                                                                                                                                                    • Table service is widely expected at gourmet venues
                                                                                                                                                                      • Figure 36: Expectations from gourmet burger venues, July 2016
                                                                                                                                                                  • Fast Food Menu Enticements

                                                                                                                                                                    • Customisable dishes could help attract older diners to fast food chains
                                                                                                                                                                      • Flavours from around the world pique diners’ interest
                                                                                                                                                                        • Figure 37: Fast food menu enticements, July 2016
                                                                                                                                                                      • Alcoholic beverages interest one in five diners at leading chains
                                                                                                                                                                        • Figure 38: Interest in alcoholic beverages at fast food venues, by fast food outlet/restaurant usage, July 2016
                                                                                                                                                                    • Interest in Healthier Alternatives at Fast Food Restaurants

                                                                                                                                                                      • Grilled chicken could help operators appeal to the health-conscious
                                                                                                                                                                        • Diners are interested in thick and root vegetable fries
                                                                                                                                                                          • Offering healthier beverages could add interest to fast food venues
                                                                                                                                                                            • Figure 39: Interest in healthier alternatives at fast food restaurants, July 2016
                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                            • Abbreviations
                                                                                                                                                                              • Consumer research methodology
                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                • Forecast Methodology
                                                                                                                                                                                    • Figure 40: UK burger and chicken bar market, value sales, best- and worst-case forecast, 2016-21
                                                                                                                                                                                    • Figure 41: UK burger bar market, value sales, best- and worst-case forecast, 2016-21
                                                                                                                                                                                    • Figure 42: UK chicken bar market, value sales, best- and worst-case forecast, 2016-21
                                                                                                                                                                                • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                    • Figure 43: Advertising expenditure by selected chicken and burger bar operators, by media type, 2014-16

                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                Burger and Chicken Restaurants - UK - August 2016

                                                                                                                                                                                £1,995.00 (Excl.Tax)