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Burger and Chicken Restaurants - UK - September 2011

The main meal items are served hot, usually from a counter, with the emphasis on speed of service and consistency of product. The format is standardised, with the consumer being able to expect the same offering and standards throughout the country. Some of the smaller brands such as Wimpy have adopted table service as a point of differentiation.

In many leisure and retail park locations a drive-through facility often accompanies the main restaurant. As well as high street and shopping centre locations, transport hubs are an increasingly popular choice for chicken and burger outlets.

Although these outlets are characterised by the takeaway nature of the food, a significant proportion also offer an eat-in facility. The furniture and environment are all designed for speedy consumption of the food, delivering a fast turnover of customers.

Although small in number by comparison, some outlets in this market such as Nando’s offer a more sophisticated eat-in facility where this is the prime focus of their offer. Home delivery is not well established in this market.

For the purposes of this report, Mintel has excluded sales of drinks from the market size. Similarly, sales of chicken and burger meals through other outlets, such as pubs and cafés, are not included.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK chicken and burger restaurant market, 2006-16
            • Market factors
              • Healthy eating makes its mark in fast food
                • Low consumer confidence puts the spotlight on value
                  • Chicken/burger bars face rising competition from other eating out sectors
                    • Companies, brands and innovation
                      • Figure 2: Selected leading chicken/burger restaurant chains, by outlet numbers, 2011
                    • The consumer
                      • Half the nation have eaten in a fast food restaurant
                        • McDonald’s leads in usage
                          • Figure 3: Fast food restaurants visited, May 2011
                        • Four in ten diners have cut back on fast food to save
                          • Figure 4: Attitudes towards fast food, May 2011
                        • What we think
                        • Issues in the Market

                            • How is the continuing economic turbulence affecting the market?
                              • How has the healthy eating trend impacted the market?
                                • How are consumers’ perceptions of fast food affecting the market?
                                  • How can chicken/burger bars leverage variety to engage customers?
                                  • Future Opportunities

                                      • Trend: Adult-friendly/grown-up dining
                                        • Trend: Health by stealth
                                        • Internal Market Environment

                                          • Key points
                                            • Health issues are a growing concern
                                              • Obesity rates
                                                • Figure 5: Trends in obesity, by gender, 2006-10
                                              • Calorie counting
                                                • Figure 6: Consumer demand for restaurant menus to display the calorie content of each dish, July 2010- July 2011
                                              • Healthy eating initiatives:
                                                • Fast food exclusion zones
                                                • Broader Market Environment

                                                  • Key points
                                                    • GDP falls at the end of 2010 with slow growth ahead
                                                      • Figure 7: GDP quarterly percentage change, Q1 2004-Q2 2011
                                                    • Consumer confidence down to 2008/09 levels
                                                      • Figure 8: GfK NOP Consumer Confidence Index, monthly, February 2007-August 2011
                                                      • Figure 9: Trends in consumer sentiment for the coming year, July 2009-July 2011
                                                    • Dining out still a priority in summer 2011, but less so than summer 2010
                                                      • Figure 10: Consumer spending priorities for extra money, July 2010 and July 2011
                                                      • Figure 11: Trend in consumers buying more premium foods instead of eating out, July 2009-July 2011
                                                    • Chicken/burger bars will not benefit from an ageing population
                                                      • Figure 12: Forecast adult population trends, by lifestage, 2006-16
                                                  • Competitive Context

                                                    • Key points
                                                      • Out-of-home competitors
                                                        • Takeaways
                                                          • Figure 13: Takeaways/home deliveries bought, May 2011
                                                        • Eat St. – Britain’s street food movement
                                                          • In-home
                                                            • Convenience-driven consumers
                                                              • Peri-Peri/ Reggae Reggae
                                                                • Gourmet burgers
                                                                  • Catering to vegetarians
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • New developments cater for both health and indulgence
                                                                            • Time-limited launches and new flavours aim to bring excitement to the sector
                                                                              • Brands get playful in products and packaging
                                                                                • Spin-off concepts
                                                                                  • Outside of the chicken/burger bar market
                                                                                    • US trends
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Steady growth fuelled by the continuing demand for convenience
                                                                                          • Figure 14: UK chicken and burger restaurant market, value sales, 2006-16
                                                                                        • Challenging market conditions
                                                                                          • Changing consumer habits both help and hinder the market
                                                                                            • Experiences provide opportunities for growth
                                                                                              • Forecast
                                                                                                • Figure 15: UK chicken and burger restaurant market, value sales, 2006-16
                                                                                              • Forecast methodology
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Burger bars
                                                                                                    • Figure 16: UK burger bar market, value sales, 2006-16
                                                                                                  • Chicken bars
                                                                                                    • Figure 17: UK chicken bar market, value sales, 2006-16
                                                                                                • Companies and Products

                                                                                                  • Key points
                                                                                                    • Overview
                                                                                                      • Figure 18: Selected chicken/burger restaurant chains, by outlet numbers, 2011
                                                                                                    • McDonald’s
                                                                                                      • Figure 19: Key financials for McDonald's Restaurants limited, 2009 and 2010 
                                                                                                    • Kentucky Fried Chicken
                                                                                                      • Figure 20: Key financials for KFC, 2008 and 2009 
                                                                                                    • Burger King
                                                                                                      • Wimpy
                                                                                                        • Chicken Cottage
                                                                                                          • Favorite Fried Chicken
                                                                                                              • Figure 21: Key financials for Favorite Fried Chicken Limited, 2009 and 2010 
                                                                                                            • Southern Fried Chicken
                                                                                                              • Gourmet Burger Kitchen
                                                                                                                • Nando’s
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Advertising expenditure
                                                                                                                      • Figure 22: Advertising expenditure, by selected chicken and bar restaurant operators, 2007-10
                                                                                                                      • Figure 23: Advertising expenditure, by selected chicken and bar restaurant operators, by media type, 2010
                                                                                                                    • Pros and cons of Facebook
                                                                                                                      • Advertising strategies
                                                                                                                        • Specific targeting
                                                                                                                          • Quality focus
                                                                                                                            • More serious marketing versus…
                                                                                                                              • …gimmicks and characters
                                                                                                                              • Brand Research

                                                                                                                                  • Brand map
                                                                                                                                      • Figure 24: Attitudes towards and usage of fast food brands, July 2011
                                                                                                                                    • Brand attitudes
                                                                                                                                      • Figure 25: Attitudes, by fast food brand, July 2011
                                                                                                                                    • Brand personality
                                                                                                                                      • Figure 26: Fast food brand personality – macro image, July 2011
                                                                                                                                      • Figure 27: Fast food brand personality – micro image, July 2011
                                                                                                                                    • Correspondence analysis
                                                                                                                                      • Brand experience
                                                                                                                                        • Figure 28: Fast food brand usage, July 2011
                                                                                                                                        • Figure 29: Satisfaction with various fast food brands, July 2011
                                                                                                                                        • Figure 30: Consideration of fast food brands, July 2011
                                                                                                                                        • Figure 31: Consumer perceptions of current fast food brand performance, July 2011
                                                                                                                                        • Figure 32: Fast food brand recommendation – Net Promoter Score, July 2011
                                                                                                                                      • Brand index
                                                                                                                                        • Figure 33: Fast food brand index, July 2011
                                                                                                                                        • Figure 34: Fast food brand index vs. recommendation, July 2011
                                                                                                                                      • Target group analysis
                                                                                                                                        • Figure 35: Target groups, July 2011
                                                                                                                                        • Figure 36: Fast food brand usage, by target groups, July 2011
                                                                                                                                      • Group One – The Conformists
                                                                                                                                        • Group Two – Simply the Best
                                                                                                                                          • Group Three – Shelf Stalkers
                                                                                                                                            • Group Four – Habitual Shoppers
                                                                                                                                              • Group Five – The Individualists
                                                                                                                                              • Fast Food Habits

                                                                                                                                                • Key points
                                                                                                                                                  • Fast food usage relatively consistent
                                                                                                                                                    • Figure 37: Trends in penetration and frequency of eating in at fast food restaurants, 2006-10
                                                                                                                                                    • Figure 38: Trends in penetration and frequency of getting takeaways at fast food restaurants, 2006-10
                                                                                                                                                    • Figure 39: Visiting fast food restaurants, by time of the day, 2010
                                                                                                                                                  • Fast food users’ attitudes and motivations
                                                                                                                                                  • Fast Food Restaurants Visited

                                                                                                                                                    • Key points
                                                                                                                                                      • The fast food ‘big three’ includes Subway, not Burger King
                                                                                                                                                        • Figure 40: Fast food restaurants visited, May 2011
                                                                                                                                                      • The Golden Arches
                                                                                                                                                        • The Subway effect
                                                                                                                                                          • Burger King’s lapsed users
                                                                                                                                                          • Attitudes towards Fast Food

                                                                                                                                                            • Key points
                                                                                                                                                              • Four in ten diners cutting back on fast food to save money
                                                                                                                                                                • Figure 41: Attitudes towards fast food, May 2011
                                                                                                                                                              • Fast food versus junk food
                                                                                                                                                                • Price concerns
                                                                                                                                                                  • Habitual diners
                                                                                                                                                                    • Health concerns
                                                                                                                                                                      • Greater variety is in high demand
                                                                                                                                                                        • Meat-free momentum
                                                                                                                                                                          • Customisation
                                                                                                                                                                          • Fast Food Targeting Opportunities

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Fast food target groups
                                                                                                                                                                                • Figure 42: Fast food target groups, May 2011
                                                                                                                                                                              • Fast Food Foes
                                                                                                                                                                                • Consistently Cautious
                                                                                                                                                                                  • Adventurous Fast Foodies
                                                                                                                                                                                  • Appendix – Competitive Context

                                                                                                                                                                                      • Figure 43: Most popular takeaways/home deliveries bought, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 44: Next most popular takeaways/home deliveries bought, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 45: Frequency of visiting counter services, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 46: Frequency of visiting for takeaway/home deliveries, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 47: Takeaways/home deliveries bought, by most popular takeaways/home deliveries bought, May 2011
                                                                                                                                                                                      • Figure 48: Takeaways/home deliveries bought, by next most popular takeaways/home deliveries bought, May 2011
                                                                                                                                                                                      • Figure 49: Takeaways/home deliveries bought, by other takeaways/home deliveries bought, May 2011
                                                                                                                                                                                      • Figure 50: Attitudes towards ordering, by frequency of visiting counter services, May 2011
                                                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                                                      • Figure 51: Brand usage, July 2011
                                                                                                                                                                                      • Figure 52: Brand commitment, July 2011
                                                                                                                                                                                      • Figure 53: Brand momentum, July 2011
                                                                                                                                                                                      • Figure 54: Brand diversity, July 2011
                                                                                                                                                                                      • Figure 55: Brand satisfaction, July 2011
                                                                                                                                                                                      • Figure 56: Brand recommendation, July 2011
                                                                                                                                                                                      • Figure 57: Brand attitude, July 2011
                                                                                                                                                                                      • Figure 58: Brand image – macro image, July 2011
                                                                                                                                                                                      • Figure 59: Brand image – micro image, July 2011
                                                                                                                                                                                      • Figure 60: Profile of target groups, by demographics, July 2011
                                                                                                                                                                                      • Figure 61: Psychographic segmentation, by target groups, July 2011
                                                                                                                                                                                      • Figure 62: Brand usage, by target groups, July 2011
                                                                                                                                                                                    • Brand index
                                                                                                                                                                                      • Figure 63: Brand index, July 2011
                                                                                                                                                                                  • Appendix – Fast Food Habits

                                                                                                                                                                                      • Figure 64: Penetration and frequency of eating in at fast food restaurants, by demographics, 2010
                                                                                                                                                                                      • Figure 65: Penetration and frequency of getting takeaways at fast food restaurants, by demographics, 2010
                                                                                                                                                                                      • Figure 66: Time to visit fast food restaurants, by demographics, 2010
                                                                                                                                                                                      • Figure 67: Time to visit takeaways, by demographics, 2010
                                                                                                                                                                                      • Figure 68: Agreement with selected lifestyle statements, by frequency of visiting fast food restaurants to eat in, 2010
                                                                                                                                                                                      • Figure 69: Agreement with selected lifestyle statements, by frequency of visiting fast food restaurants to take away, 2010
                                                                                                                                                                                  • Appendix – Fast Food Restaurants Visited

                                                                                                                                                                                      • Figure 70: Fast food restaurants visited, May 2011
                                                                                                                                                                                      • Figure 71: Visits to Domino’s Pizza, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 72: Visits to Subway, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 73: Visits to McDonald’s, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 74: Visits to KFC, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 75: Visits to Burger King, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 76: Visits to Nando’s, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 77: Visits to Wimpy, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 78: Visits to Gourmet Burger Kitchen, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 79: Visits to other specific chicken/burger outlet (eg Chicken Cottage, Favorite Fried Chicken, Hamburger Union), by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 80: Fast food restaurants visited, by most popular fast food restaurants visited, May 2011
                                                                                                                                                                                      • Figure 81: Financial situation over the next year or next so, by fast food restaurants visited, May 2011
                                                                                                                                                                                  • Appendix – Attitudes towards Fast Food

                                                                                                                                                                                      • Figure 82: Agreement with the statements ‘All fast food is junk’ and ‘I wish there were more fast food options’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 83: Agreement with the statements ‘I wish there were healthier/lower-calorie/lower-fat fast food options’ and ‘I tend to choose fast food that lets you customise what you order’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 84: Agreement with the statements ‘I’d rather eat proper food’ and ‘I only use them as a last resort’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 85: Agreement with the statements ‘I always tend to order the same thing’ and ‘I like them because I know exactly what I will get’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 86: Agreement with the statements ‘The food quality is usually not very good’ and ‘They are good value for money’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 87: Agreement with the statements ‘I’m more likely to go if there is a special offer on’ and ‘I have been cutting back on fast food recently to save money’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 88: Agreement with the statements ‘I have been cutting back on fast food recently for health reasons’ and ‘I wish there was more choice to personalise food’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 89: Agreement with the statement ‘I’m more likely to go when a new product is launched’, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 90: Attitudes towards fast food, by fast food restaurants visited, May 2011
                                                                                                                                                                                      • Figure 91: Attitudes towards fast food, by agreement with the statements ‘All fast food is junk’ and ‘I wish there were more fast food options’, May 2011
                                                                                                                                                                                      • Figure 92: Attitudes towards fast food, by agreement with the statements ‘I wish there were healthier/lower-calorie/lower-fat fast food options’ and ‘I tend to choose fast food that lets you customise what you order’, May 2011
                                                                                                                                                                                      • Figure 93: Attitudes towards fast food, by agreement with the statements ‘I’d rather eat proper food’ and ‘I only use them as a last resort’, May 2011
                                                                                                                                                                                      • Figure 94: Attitudes towards fast food, by agreement with the statements ‘I always tend to order the same thing’ and ‘I like them because I know exactly what I will get’, May 2011
                                                                                                                                                                                      • Figure 95: Attitudes towards fast food, by agreement with the statements ‘The food quality is usually not very good’ and ‘They are good value for money’, May 2011
                                                                                                                                                                                      • Figure 96: Attitudes towards fast food, by agreement with the statements ‘I’m more likely to go if there is a special offer on’ and ‘I have been cutting back on fast food recently to save money’, May 2011
                                                                                                                                                                                      • Figure 97: Attitudes towards fast food, by agreement with the statements ‘I have been cutting back on fast food recently for health reasons’ and ‘I wish there was more choice to personalise food’, May 2011
                                                                                                                                                                                      • Figure 98: Attitudes towards fast food, by agreement with the statement ‘I’m more likely to go when a new product is launched’, May 2011
                                                                                                                                                                                  • Appendix – Fast Food Targeting Opportunities

                                                                                                                                                                                      • Figure 99: Target groups, by detailed demographics, May 2011
                                                                                                                                                                                      • Figure 100: Takeaways/home deliveries bought, by target groups, May 2011
                                                                                                                                                                                      • Figure 101: Fast food restaurants visited, by target groups, May 2011
                                                                                                                                                                                      • Figure 102: Attitudes towards fast food, by target groups, May 2011
                                                                                                                                                                                      • Figure 103: Interest in global street food, by target groups, May 2011
                                                                                                                                                                                      • Figure 104: Financial situation over the next year or next so, by target groups, May 2011

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Advertising Standards Authority
                                                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                  • Bank of England
                                                                                                                                                                                  • Birds Eye Foods
                                                                                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                  • Burger King Corporation
                                                                                                                                                                                  • Burger King UK Ltd
                                                                                                                                                                                  • Capricorn Venture Partners
                                                                                                                                                                                  • Chicken Cottage
                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                  • Domino's Pizza UK & IRL, plc
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Favorite Fried Chicken Ltd
                                                                                                                                                                                  • Forest Stewardship Council
                                                                                                                                                                                  • Gfk NOP
                                                                                                                                                                                  • Giraffe
                                                                                                                                                                                  • Gourmet Burger Kitchen
                                                                                                                                                                                  • Haché Burger Connoiseurs Ltd
                                                                                                                                                                                  • Hamburger Union
                                                                                                                                                                                  • Heston Blumenthal
                                                                                                                                                                                  • Hummus Bros
                                                                                                                                                                                  • Hyatt Corporation
                                                                                                                                                                                  • Innocent Drinks Ltd
                                                                                                                                                                                  • Itsu
                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                  • Jamie Oliver
                                                                                                                                                                                  • JD Wetherspoon
                                                                                                                                                                                  • Kantar Media
                                                                                                                                                                                  • KFC Corporation
                                                                                                                                                                                  • KFC Ltd (UK)
                                                                                                                                                                                  • Leon
                                                                                                                                                                                  • Lidl (UK)
                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                  • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                  • mmO2 plc
                                                                                                                                                                                  • Moto
                                                                                                                                                                                  • Nandos UK
                                                                                                                                                                                  • Netto Foodstores Ltd
                                                                                                                                                                                  • Pizza Hut
                                                                                                                                                                                  • PizzaExpress Limited
                                                                                                                                                                                  • Pret A Manger
                                                                                                                                                                                  • Prezzo PLC
                                                                                                                                                                                  • Quaker
                                                                                                                                                                                  • River Ranch Fresh Foods LLC
                                                                                                                                                                                  • Select Service Partner
                                                                                                                                                                                  • Sonic Corp.
                                                                                                                                                                                  • Subway
                                                                                                                                                                                  • T-Mobile (UK) Ltd
                                                                                                                                                                                  • Taco Bell Corp.
                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                  • The Wendy's Company
                                                                                                                                                                                  • Virgin Media Ltd
                                                                                                                                                                                  • Virgin Mobile
                                                                                                                                                                                  • Visa Europe
                                                                                                                                                                                  • Waitrose Ltd
                                                                                                                                                                                  • Wimpy International
                                                                                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                                                                                  • Yum! Brands Inc.

                                                                                                                                                                                  Burger and Chicken Restaurants - UK - September 2011

                                                                                                                                                                                  £1,750.00 (Excl.Tax)