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UK Fast Food Market - Burger and Chicken Restaurants - September 2012

  • How can fast food operators tap into healthy eating trends?
  • How can drinks innovation drive brand engagement?
  • What can chicken/burger bar operators learn from other sectors?

What's driving the UK Fast Food Market?

Consumers’ increasing demand for fresh ‘real’ food has driven brands across the eating out market to pursue transparency strategies in order to reassure consumers of food quality. In the fast food market, some operators have been more proactive in improving brand image in this way than others, leading to mixed performances. Similarly, in the wider eating out market there is an increasing trend towards targeting specific demographic groups or reasons to visit in order to ensure venues remain relevant to their key audience, but this has been pursued with mixed enthusiasm across the fast food market.

As such whilst six in ten users haven’t changed their expenditure on chicken/burger bars, around 30% have been reducing their expenditure on this section, which is only partially mitigated by the 14% who have been increasing their expenditure on chicken/burger bars.

Whilst lack of modernisation is stifling growth for some chicken/burger bar brands, others are benefiting from being more proactive eg grabbing market share by blurring the boundaries with other eating out sectors such as encroaching on coffee shops through the introduction of chilled drinks and speciality coffees.

Although brand rejuvenation plans (namely outlet redesigns) should help grow the market in the long term, in the short term negative preconceptions still reside with only 15% of chicken/burger bar users using them to relax or unwind.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK chicken and burger bar market, value sales, 2007-17
            • Market factors
              • Companies, brands and innovation
                • Who’s innovating
                  • The consumer
                    • Frequency of visiting chicken/burger bars
                      • Figure 2: Frequency of visiting chicken/burger bars, July 2012
                    • How visiting chicken/burger bars habits have changed
                      • Figure 3: Changes in the last year to chicken/burger bar eating out behaviour, July 2012
                    • Reasons for visiting chicken/burger bars
                      • Figure 4: Reasons for visiting chicken/burger bars, July 2012
                    • Fast food bars visited
                      • Figure 5: Fast food bars visited, July 2012
                    • Attitudes towards chicken/burger bars
                      • Figure 6: Attitudes towards chicken/burger bars, July 2012
                    • Chicken/burger bar menu enticements
                      • Figure 7: Chicken/burger bar menu enticements, July 2012
                    • What we think
                    • Issues in the Market

                        • How can operators bolster brand loyalty?
                          • How can fast food operators tap into healthy eating trends?
                            • How can drinks innovation drive brand engagement?
                              • What can chicken/burger bar operators learn from other sectors?
                              • Trend Application

                                  • Easing the guilt
                                    • Packaging power and creating an underground buzz
                                      • What can East teach West?
                                      • Market Environment

                                        • Key points
                                          • Consumer confidence unchanged for fourth successive month in 2012
                                            • Figure 8: Trends in how respondents would describe their financial situation, July 2009-July 2012
                                            • Figure 9: Trends in consumer sentiment for the coming year, July 2009-July 2012
                                            • Figure 10: GfK NOP Consumer Confidence Index, January 2007-August 2012
                                          • Consumer spending priorities
                                            • Figure 11: Consumer spending priorities (after bills), July 2010-July 2012
                                            • Figure 12: Trend data on selected food habits and attitudes, March-July 2012
                                          • Who to target going forward?
                                            • Figure 13: Forecast adult population trends, by lifestage, 2007-17
                                          • The Olympic opportunity for McDonald’s
                                          • Who’s Innovating?

                                            • Key points
                                              • Design dilemmas
                                                • Product launches
                                                • Competitive Context

                                                  • Key points
                                                    • In home
                                                      • Out of home
                                                        • Burger trends
                                                          • Chicken trends
                                                            • Gourmet fast food
                                                              • American BBQ
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • A flat performance for fast food in the face of contrasting market conditions
                                                                    • Figure 14: UK chicken and burger bar market, value sales, 2007-17
                                                                    • Figure 15: UK chicken and burger bar market, value sales, 2007-17
                                                                  • Forecast methodology
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Burger bars
                                                                        • Figure 16: UK burger bar market, value sales, 2007-17
                                                                        • Figure 17: UK burger bar market, value sales, 2007-17
                                                                      • Chicken bars
                                                                        • Figure 18: UK chicken bar market, value sales, 2007-17
                                                                        • Figure 19: UK chicken bar market, value sales, 2007-17
                                                                    • Companies and Products

                                                                      • Key points
                                                                        • Overview
                                                                          • Figure 20: Selected chicken/burger restaurant chains, by outlet numbers, 2012
                                                                        • Fast food operators
                                                                          • Burger King
                                                                              • Figure 21: Financial performance of Burger King Ltd, 2008-10
                                                                            • KFC
                                                                              • Figure 22: Financial performance of Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2009/10
                                                                            • McDonald’s
                                                                              • Figure 23: Key financials for McDonald’s Restaurants Limited, 2009 and 2010
                                                                            • Wimpy
                                                                              • Figure 24: Financial performance of Wimpy Restaurants Group Ltd, 2009/10 and 2010/11
                                                                            • Chicken Cottage
                                                                              • Favorite Fried Chicken
                                                                                • Figure 25: Financial performance of Favorite Fried Chicken, 2008/09-2011/12
                                                                              • Others
                                                                                • Nando’s
                                                                                    • Figure 26: Key financials Nando’s Chickenland Limited, 2008/09-2010/11
                                                                                  • Fine Burger Company
                                                                                    • Gourmet Burger Kitchen
                                                                                      • Figure 27: Key financials for Gourmet Burger Kitchen, 2008/09-2010/11
                                                                                    • Haché Burger Connoisseurs
                                                                                      • Handmade Burger Company
                                                                                        • Byron Hamburgers
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Advertising expenditure
                                                                                              • Figure 28: Advertising expenditure, by selected chicken and burger bar operators, 2007-11
                                                                                              • Figure 29: Advertising expenditure, by selected chicken and burger bar operators, by media type, 2011
                                                                                            • Internet marketing strategies
                                                                                              • Cross-channel marketing
                                                                                                • Gamification
                                                                                                  • Lifestyle positioning
                                                                                                    • Crowdsourcing
                                                                                                      • Maintaining relevance and fostering emotional connections
                                                                                                        • Character versus culture
                                                                                                          • CSR strategies
                                                                                                          • Brand Research

                                                                                                            • Brand map
                                                                                                                • Figure 30: Attitudes towards and usage of brands in the fast food sector, June 2012
                                                                                                              • Correspondence analysis
                                                                                                                • Brand attitudes
                                                                                                                  • Figure 31: Attitudes, by fast food brand, June 2012
                                                                                                                • Brand personality
                                                                                                                  • Figure 32: Fast food brand personality – macro image, June 2012
                                                                                                                  • Figure 33: Fast food brand personality – micro image, June 2012
                                                                                                                • Brand experience
                                                                                                                  • Figure 34: Fast food brand usage, June 2012
                                                                                                                  • Figure 35: Satisfaction with various fast food brands, June 2012
                                                                                                                  • Figure 36: Consideration of fast food brands, June 2012
                                                                                                                  • Figure 37: Consumer perceptions of current fast food brand performance, June 2012
                                                                                                                  • Figure 38: Fast food brand recommendation – Net Promoter Score, June 2012
                                                                                                                • Brand index
                                                                                                                  • Figure 39: Fast food brand index, June 2012
                                                                                                                  • Figure 40: Fast food brand index vs. recommendation, June 2012
                                                                                                                • Target group analysis
                                                                                                                  • Figure 41: Target groups, June 2012
                                                                                                                  • Figure 42: Fast food brand usage, by target groups, June 2012
                                                                                                                • Group One – Conformists
                                                                                                                  • Group Two – Simply the Best
                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                        • Group Five – Individualists
                                                                                                                        • Fast Food Habits

                                                                                                                          • Key points
                                                                                                                            • Chicken/burger bars may be losing ground to other fast food formats
                                                                                                                              • Figure 43: Frequency of eating in and takeaways at fast food restaurants, 2012
                                                                                                                              • Figure 44: Trends in 'Takeaways' or 'Eaten-In' at fast food restaurants, 2008-12
                                                                                                                              • Figure 45: Trends in frequency of eating in at fast food restaurants, 2008-12
                                                                                                                              • Figure 46: Trends in frequency of getting takeaways at fast food restaurants, 2008-12
                                                                                                                            • US ahead of the UK in tapping into alternative day parts
                                                                                                                              • Figure 47: Trends in time of the day to visit takeaway/fast food restaurants, 2011 and 2012
                                                                                                                            • Fewer UK consumers think that fast food is all junk
                                                                                                                              • Figure 48: Trends in attitudes towards junk food, takeaways and snacks, 2008-12
                                                                                                                            • Opportunities for health labels to be used as value-added signposts
                                                                                                                              • Figure 49: Trends in attitudes towards food habits, 2008-12
                                                                                                                          • Frequency of Visiting Chicken/Burger Bars

                                                                                                                            • Key points
                                                                                                                              • Nearly half of adults use chicken/burger bars once a month or more
                                                                                                                                • Figure 50: Frequency of visiting chicken/burger bars, July 2012
                                                                                                                            • How Visiting Chicken/Burger Bars Habits Have Changed

                                                                                                                              • Key points
                                                                                                                                • Chicken/burger bars losing the female vote
                                                                                                                                  • Figure 51: Changes in the last year to chicken/burger bar eating out behaviour, July 2012
                                                                                                                              • Reasons for Visiting Chicken/Burger Bars

                                                                                                                                • Key points
                                                                                                                                  • Menu flexibility and tiered pricing structures key to an industry with multifaceted usage
                                                                                                                                    • Figure 52: Reasons for visiting chicken/burger bars, July 2012
                                                                                                                                  • Fast food venues are a treat for families…
                                                                                                                                    • …and a convenience solution for the youngest and oldest age groups
                                                                                                                                    • Fast Food Bars Visited

                                                                                                                                      • Key points
                                                                                                                                        • McDonald’s reaping the benefits of years of transparency and product quality strategies
                                                                                                                                          • Figure 53: Fast food bars visited, July 2012
                                                                                                                                        • McDonald’s brand now ‘one to watch’ rather than one to avoid
                                                                                                                                          • Competition from fish & chip shops and the ever growing Subway chain
                                                                                                                                          • Attitudes towards Chicken/Burger Bars

                                                                                                                                            • Key points
                                                                                                                                              • Lack of brand loyalty is a key challenge for the market
                                                                                                                                                • Figure 54: Attitudes towards chicken/burger bars, July 2012
                                                                                                                                              • Innovation opportunities in a youth-oriented market
                                                                                                                                                • Strong interest in new products
                                                                                                                                                  • Low brand loyalty requires innovative communications…
                                                                                                                                                    • …and more innovative promotions
                                                                                                                                                      • Alleviating the guilt factor for women, those aged 25-34 and parents of young children
                                                                                                                                                        • Healthier choices and brand collaborations can combat guilt
                                                                                                                                                          • Venues must polish social acceptability
                                                                                                                                                            • Older and over it
                                                                                                                                                            • Chicken/Burger Bar Menu Enticements

                                                                                                                                                              • Key points
                                                                                                                                                                • Fast casual venues are tapping into demand for customisation which is harder for fast food brands to respond to
                                                                                                                                                                  • Figure 55: Chicken/burger bar menu enticements, July 2012
                                                                                                                                                                • Demand for added-value health labels outstrips that for dieting ones
                                                                                                                                                                  • Low-fat/low-calorie promise sparks limited interest
                                                                                                                                                                    • Parents drawn to free-from and multigrain alike
                                                                                                                                                                      • Minority interest in ethical ingredients
                                                                                                                                                                        • Opportunities for spicier products and/or condiments
                                                                                                                                                                          • One in five interested in vegetarian/meat-free options
                                                                                                                                                                            • Man versus food
                                                                                                                                                                              • Playing up to stereotypes
                                                                                                                                                                                • Sliders could target the family market in gourmet burger bars
                                                                                                                                                                                • Chicken/Burger Bar Targeting Opportunities

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Target groups
                                                                                                                                                                                      • Figure 56: Chicken/burger bar target groups, July 2012
                                                                                                                                                                                    • Casual Users
                                                                                                                                                                                      • Frequent Fast Food Users
                                                                                                                                                                                        • Healthy Fast Food Fans
                                                                                                                                                                                          • Low Cost Snackers
                                                                                                                                                                                            • Older & Over It
                                                                                                                                                                                            • Appendix – Brand Research

                                                                                                                                                                                                • Figure 57: Brand usage, June 2012
                                                                                                                                                                                                • Figure 58: Brand commitment, June 2012
                                                                                                                                                                                                • Figure 59: Brand momentum, June 2012
                                                                                                                                                                                                • Figure 60: Brand diversity, June 2012
                                                                                                                                                                                                • Figure 61: Brand satisfaction, June 2012
                                                                                                                                                                                                • Figure 62: Brand recommendation, June 2012
                                                                                                                                                                                                • Figure 63: Brand attitude, June 2012
                                                                                                                                                                                                • Figure 64: Brand image – macro image, June 2012
                                                                                                                                                                                                • Figure 65: Brand image – micro image, June 2012
                                                                                                                                                                                                • Figure 66: Profile of target groups, by demographics, June 2012
                                                                                                                                                                                                • Figure 67: Psychographic segmentation, by target group, June 2012
                                                                                                                                                                                                • Figure 68: Brand usage, by target groups, June 2012
                                                                                                                                                                                              • Brand index
                                                                                                                                                                                                • Figure 69: Brand index, June 2012
                                                                                                                                                                                            • Appendix – Frequency of Visiting Chicken/Burger Bars

                                                                                                                                                                                                • Figure 70: Frequency of visiting chicken/burger bars, July 2012
                                                                                                                                                                                                • Figure 71: Frequency of visiting chicken/burger bars, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 72: Frequency of visiting chicken/burger bars, by most popular fast food bars visited, July 2012
                                                                                                                                                                                                • Figure 73: Frequency of visiting chicken/burger bars, by next most popular fast food bars visited, July 2012
                                                                                                                                                                                                • Figure 74: Fast food bars visited, by frequency of visiting chicken/burger bars, July 2012
                                                                                                                                                                                            • Appendix – How Have Chicken/Burger Bar Visiting Behaviour Changed?

                                                                                                                                                                                                • Figure 75: Chicken/burger bar eating out behaviour, July 2012
                                                                                                                                                                                                • Figure 76: The number of times I buy fast food at chicken/burger bars in a typical month, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 77: The amount I spend on fast food at chicken/burger bars in a typical month, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 78: Reasons for visiting chicken/burger bars, by the number of times I buy fast food at chicken/burger bars in a typical month, July 2012
                                                                                                                                                                                                • Figure 79: Reasons for visiting chicken/burger bars, by the amount I spend on fast food at chicken/burger bars in a typical month, July 2012
                                                                                                                                                                                                • Figure 80: Chicken/burger bar eating out behaviour, by most popular fast food bars visited, July 2012
                                                                                                                                                                                                • Figure 81: Chicken/burger bar eating out behaviour, by next most popular fast food bars visited, July 2012
                                                                                                                                                                                                • Figure 82: Chicken/burger bar menu enticements, by the number of times I buy fast food at chicken/burger bars in a typical month, July 2012
                                                                                                                                                                                                • Figure 83: Chicken/burger bar menu enticements, by the amount I spend on fast food at chicken/burger bars in a typical month, July 2012
                                                                                                                                                                                                • Figure 84: Attitudes towards chicken/burger bars, by the number of times I buy fast food at chicken/burger bars in a typical month, July 2012
                                                                                                                                                                                                • Figure 85: Attitudes towards chicken/burger bars, by the amount I spend on fast food at chicken/burger bars in a typical month, July 2012
                                                                                                                                                                                            • Appendix – Reasons for Visiting Chicken/Burger Bars

                                                                                                                                                                                                • Figure 86: Reasons for visiting chicken/burger bars, July 2012
                                                                                                                                                                                                • Figure 87: Most popular reasons for visiting chicken/burger bars, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 88: Next most popular reasons for visiting chicken/burger bars, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 89: Reasons for visiting chicken/burger bars, by frequency of visiting chicken/burger bars, July 2012
                                                                                                                                                                                                • Figure 90: Reasons for visiting chicken/burger bars, by most popular fast food venues visited, July 2012
                                                                                                                                                                                                • Figure 91: Reasons for visiting chicken/burger bars, by next most popular fast food venues visited, July 2012
                                                                                                                                                                                            • Appendix – Fast Food Bars Visited

                                                                                                                                                                                                • Figure 92: Fast food venues visited, July 2012
                                                                                                                                                                                                • Figure 93: Most popular fast food venues visited, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 94: Next most popular fast food venues visited, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 95: Chicken/burger bar menu enticements (likely), by most popular fast food venues visited, July 2012
                                                                                                                                                                                                • Figure 96: Chicken/burger bar menu enticements (likely), by next most popular fast food venues visited, July 2012
                                                                                                                                                                                                • Figure 97: Attitudes towards chicken/burger bars (any agree), by most popular fast food venues visited, July 2012
                                                                                                                                                                                                • Figure 98: Attitudes towards chicken/burger bars (any agree), by next most popular fast food venues visited, July 2012
                                                                                                                                                                                            • Appendix – Attitudes towards Chicken/Burger Bars

                                                                                                                                                                                                • Figure 99: Attitudes towards chicken/burger bars, July 2012
                                                                                                                                                                                                • Figure 100: Agreement with the statements ‘The food isn’t fresh’ and ‘All the food tastes greasy’, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 101: Agreement with the statements ‘There’s not enough variety on the menu’ and ‘I prefer venues with more comfortable interiors’, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 102: Agreement with the statements ‘I feel guilty about eating fast food’ and ‘I don’t want to be seen eating in fast food restaurants’, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 103: Agreement with the statements ‘Handheld food is off-putting’ and ‘I wish there was more choice to personalise food’, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 104: Agreement with the statements ‘I would like to see a wider selection of drinks available’ and ‘Money-off vouchers/deals affect which fast food venue I use’, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 105: Agreement with the statements ‘Convenient location is more important than brand of fast food venue’ and ‘I’m more likely to go when a new product is launched’, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 106: Agreement with the statement ‘I prefer venues with a less hurried atmosphere’, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 107: Attitudes towards chicken/burger bars (any agree), by most popular attitudes towards chicken/burger bars (any agree), July 2012
                                                                                                                                                                                                • Figure 108: Attitudes towards chicken/burger bars (any agree), by next most popular attitudes towards chicken/burger bars (any agree), July 2012
                                                                                                                                                                                                • Figure 109: Attitudes towards chicken/burger bars (any agree), by other attitudes towards chicken/burger bars (any agree), July 2012
                                                                                                                                                                                                • Figure 110: Attitudes towards chicken/burger bars (any agree), by frequency of visiting chicken/burger bars, July 2012
                                                                                                                                                                                                • Figure 111: Attitudes towards chicken/burger bars (any agree), by frequency of visiting chicken/burger bars, July 2012
                                                                                                                                                                                            • Appendix – Chicken/Burger Bar Menu Enticements

                                                                                                                                                                                                • Figure 112: Chicken/burger bar menu enticements, July 2012
                                                                                                                                                                                                • Figure 113: Chicken/burger bar menu enticements –dishes catering for specific dietary requirements, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 114: Chicken/burger bar menu enticements – low-fat/low-calorie options, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 115: Chicken/burger bar menu enticements –lighter dishes, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 116: Chicken/burger bar menu enticements –dishes made using wholegrain/wholemeal ingredients, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 117: Chicken/burger bar menu enticements – dishes that come with a choice of cooking options, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 118: Chicken/burger bar menu enticements – spicier dishes, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 119: Chicken/burger bar menu enticements – larger portion sizes, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 120: Chicken/burger bar menu enticements – mini-burgers, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 121: Chicken/burger bar menu enticements – dishes which include one (or more) of your recommended five fruit/vegetables a day, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 122: Chicken/burger bar menu enticements – dishes made using ethical ingredients, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 123: Chicken/burger bar menu enticements – vegetarian/meat-less options, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 124: Chicken/burger bar menu enticements – meal options for older children, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 125: Chicken/burger bar menu enticements (likely), by most popular chicken/burger bar menu enticements (likely), July 2012
                                                                                                                                                                                                • Figure 126: Chicken/burger bar menu enticements (likely), by next most popular chicken/burger bar menu enticements (likely), July 2012
                                                                                                                                                                                                • Figure 127: Chicken/burger bar menu enticements (likely), by other chicken/burger bar menu enticements (likely), July 2012
                                                                                                                                                                                                • Figure 128: Attitudes towards chicken/burger bars (any agree), by most popular chicken/burger bar menu enticements (likely), July 2012
                                                                                                                                                                                                • Figure 129: Attitudes towards chicken/burger bars (any agree), by next most popular chicken/burger bar menu enticements (likely), July 2012
                                                                                                                                                                                                • Figure 130: Attitudes towards chicken/burger bars (any agree), by other chicken/burger bar menu enticements (likely), July 2012
                                                                                                                                                                                            • Appendix – Chicken/Burger Bar Targeting Opportunities

                                                                                                                                                                                                • Figure 131: Chicken/burger bar target groups, July 2012
                                                                                                                                                                                                • Figure 132: Chicken/burger bar target groups, by detailed demographics, July 2012
                                                                                                                                                                                                • Figure 133: Frequency of visiting chicken/burger bars, by chicken/burger bar target groups, July 2012
                                                                                                                                                                                                • Figure 134: Reasons for visiting chicken/burger bars, by chicken/burger bar target groups, July 2012
                                                                                                                                                                                                • Figure 135: Chicken/burger bar eating out behaviour, by chicken/burger bar target groups, July 2012
                                                                                                                                                                                                • Figure 136: Fast food bars visited, by chicken/burger bar target groups, July 2012
                                                                                                                                                                                                • Figure 137: Chicken/burger bar menu enticements, by chicken/burger bar target groups, July 2012

                                                                                                                                                                                            UK Fast Food Market - Burger and Chicken Restaurants - September 2012

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