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Burger and Chicken Restaurants - UK - August 2019

Covered in this report

Hectic lifestyles continue to underpin demand for healthy and convenient meal solutions from restaurants and takeaways. As such, occasional users from a year ago have become more regular diners in 2019, boosting the overall health of the burger and chicken market.

However, it is the fast-food chains that have buoyed the overall burger and chicken market with support from big players, such as McDonald’s expanding the number of licensed and franchised stores. The continuing growth of branded chains stands to impact on mid-market independent restaurants that continue to be challenged by the growing influence of fast-food chains with a strong focus on value for money.


“With more consumers rejecting single-use plastics and pledging to live more sustainably, fast-food brands and governments must draw up plans to eliminate single-use plastics, use more recycled plastic in food and drink packaging and work on more effective recycling.”

– Trish Caddy, Senior Foodservice Analyst

This report examines the following issues:

  • Industry and government initiatives that will impact consumers
  • Technology in fast-food market
  • Impact of media on fast-food

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Table of contents

  1. Overview

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

          • The market
            • Total market is worth £7.5 billion in 2019
              • Figure 1: UK burger and chicken restaurants market, value sales and forecast, 2014-24
            • Burger maintains trading levels
              • Figure 2: UK burger restaurants market, value sales and forecast, 2014-24
            • Chicken is on the rise
              • Figure 3: UK chicken restaurants market, value sales and forecast, 2014-24
            • Companies and brands
              • Fast-food chains buoy overall market
                • Figure 4: Selected leading burger and chicken restaurant chains, by outlet numbers, 2016-19
              • The consumer
                • Reach of chicken restaurants expands
                  • Figure 5: Annual changes in venues visited, June 2019
                • KFC springs back
                  • Figure 6: Annual changes in venues visited, June 2019
                • Regular diners are flocking to fast-food restaurants
                  • Figure 7: Changes in frequency of most popular brands, May 2018 and June 2019
                • Online engagement potential
                  • Figure 8: Usage of online research methods, June 2019
                • Six in seven consumers happy with their burger or chicken experience
                  • Figure 9: Key drivers of overall satisfaction with burger or chicken outlets/restaurants, June 2019
                • The rise of faster food
                  • Figure 10: Burger and chicken outlets/restaurant behaviours, June 2019
                • ‘The Attenborough effect’
                  • Figure 11: Awareness of news relating to burger and chicken trends, June 2019
                • What we think
                • Issues and Insights

                  • Industry and government initiatives that will impact consumers
                    • The facts
                      • The implications
                        • Technology in fast-food market
                          • The facts
                            • The implications
                              • Impact of media on fast-food
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • The total burger and chicken market is worth £7.5 billion in 2019
                                      • Greater animal welfare standards for halal slaughter
                                        • Stricter rules on junk food adverts
                                          • Making progress on healthy eating
                                            • Stricter rules on allergen labelling
                                            • Market Size, Segmentation and Forecast

                                              • Total market is worth £7.5 billion in 2019
                                                • Figure 12: UK burger and chicken restaurants market, value sales and forecast, 2014-24
                                              • The market is not immune
                                                • Figure 13: UK burger and chicken restaurants market, value sales and forecast, 2014-24
                                              • Burger maintains trading levels
                                                • Figure 14: UK burger restaurants market, value sales and forecast, 2014-24
                                              • Burger King set to make a come back
                                                • Figure 15: UK burger restaurants market, value sales and forecast, 2014-24
                                              • Chicken is on the rise
                                                • Figure 16: UK chicken restaurants market, value sales and forecast, 2014-24
                                              • Chicken segment expected to mature
                                                • Figure 17: UK chicken restaurants market, value sales and forecast, 2014-24
                                              • Forecast methodology
                                              • Market Drivers

                                                • Greater animal welfare standards
                                                  • Halal animal slaughter
                                                    • ECC chicken welfare commitment
                                                      • Making progress on healthy eating
                                                        • Committing to cut single-use plastic
                                                          • Stricter rules on allergen labelling
                                                            • Meeting HFSS reduction targets
                                                            • Companies and Brands – What You Need to Know

                                                              • Fast-food chains buoy overall market
                                                                • Extending breakfast hours
                                                                  • Meat-free takes root
                                                                    • McDonald’s went for big impact in 2018
                                                                      • KFC’s plucky approach to crisis
                                                                        • Consumers love McDonald’s
                                                                        • Market Share

                                                                          • Fast-food chains buoy overall market
                                                                            • Figure 18: Selected leading burger and chicken restaurant chains, by outlet numbers, 2016-19
                                                                          • Burger King prepares for comeback
                                                                            • Yum! Brands
                                                                              • Five Guys
                                                                              • Launch Activity and Innovation

                                                                                • Menu innovations
                                                                                  • Extending breakfast hours
                                                                                    • Meat-free takes root
                                                                                      • Alternative burger patties
                                                                                        • Figure 19: Burger King’s Halloumi Burger
                                                                                      • Sides and desserts
                                                                                        • Figure 20: Burger King’s Chicken Fries
                                                                                        • Figure 21: KFC’s mashed potato pot
                                                                                      • Fast-food technology
                                                                                        • QR code burger
                                                                                          • Technology delivers faster food
                                                                                              • Figure 22: McDonald’s trials McDonald’s To Go at Fleet Street (London)
                                                                                          • Advertising and Marketing Activity

                                                                                            • McDonald’s went for big impact in 2018
                                                                                              • Figure 23: Advertising expenditure by selected burger and chicken operators, 2015-19
                                                                                            • KFC’s plucky approach to crisis
                                                                                              • Figure 24: Advertising expenditure by selected burger and chicken restaurants*, by media type, 2015-19
                                                                                            • Obesity – are ads to blame?
                                                                                              • Nielsen Ad Intel coverage
                                                                                              • Brand Research

                                                                                                  • Brand map
                                                                                                    • Figure 25: Attitudes towards and usage of selected brands, July 2019
                                                                                                  • Key brand metrics
                                                                                                    • Figure 26: Key metrics for selected brands, July 2019
                                                                                                  • Brand attitudes: Consumers love McDonald’s
                                                                                                    • Figure 27: Attitudes, by brand, July 2019
                                                                                                  • Brand personality: Consumers perceive the inaccessible Five Guys to be exclusive
                                                                                                    • Figure 28: Brand personality – macro image, July 2019
                                                                                                  • Nando’s seen as most healthy while Burger King needs to work harder to differentiate itself
                                                                                                    • Figure 29: Brand personality – micro image, July 2019
                                                                                                  • Brand analysis
                                                                                                    • Five Guys has relatively low brand awareness in the UK
                                                                                                      • Figure 30: User profile of Five Guys, July 2019
                                                                                                    • Nando’s loses out to McDonald’s on quality
                                                                                                      • Figure 31: User profile of Nando’s, July 2019
                                                                                                    • Over-45s less likely to visit McDonald’s
                                                                                                      • Figure 32: User profile of McDonald’s, July 2019
                                                                                                    • KFC not as healthy than Nando’s
                                                                                                      • Figure 33: User profile of KFC, July 2019
                                                                                                    • Burger King lacks differentiation
                                                                                                      • Figure 34: User profile of Burger King, July 2019
                                                                                                  • The Consumer – What You Need to Know

                                                                                                    • Reach of chicken restaurants expands
                                                                                                      • KFC springs back
                                                                                                        • Regular diners are propping up the fast-food market
                                                                                                          • Online engagement potential
                                                                                                            • Six in seven consumers happy with their burger or chicken experience
                                                                                                              • The rise of faster food
                                                                                                                • ‘The Attenborough effect’
                                                                                                                • Annual Changes in Overall Usage

                                                                                                                  • Reach of chicken restaurants expands
                                                                                                                      • Figure 35: Annual changes in venues visited, June 2019
                                                                                                                    • Affordability is a key driver for burger segment
                                                                                                                        • Figure 36: Changes in any burger outlet/restaurant visited, by financial status, May 2018-June 2019
                                                                                                                      • More affluent consumers flock to new takes on chicken
                                                                                                                          • Figure 37: Changes in any chicken outlet/restaurant visited, by financial status, May 2018-June 2019
                                                                                                                        • Make burgers and chicken more appealing to Baby Boomers
                                                                                                                          • Figure 38: Annual changes in overall usage, by generations, June 2019
                                                                                                                      • Annual Changes in Venues Visited

                                                                                                                        • KFC springs back
                                                                                                                          • Figure 39: Annual changes in venues visited, June 2019
                                                                                                                        • McDonald’s continues to grow
                                                                                                                          • Most worse-off consumers loyal to one business
                                                                                                                            • Figure 40: Changes in repertoire of venues visited, May 2019 and June 2019
                                                                                                                        • Changes in Frequency

                                                                                                                          • Regular diners are propping up the fast-food market
                                                                                                                            • Figure 41: Changes in frequency of most popular brands, May 2018 and June 2019
                                                                                                                          • Strength of fast-food brands is in their value proposition
                                                                                                                              • Figure 42: Frequency of use, June 2019
                                                                                                                          • Online Research Methods

                                                                                                                            • Online engagement potential
                                                                                                                              • Figure 43: Usage of online research methods, June 2019
                                                                                                                            • The shifting focus on online marketing
                                                                                                                              • Figure 44: Usage of online research methods, by awareness of news, June 2019
                                                                                                                          • Key Drivers of Satisfaction

                                                                                                                            • Six in seven consumers happy with their burger or chicken experience
                                                                                                                                • Figure 45: Satisfaction with most recent visit to a burger or chicken outlet/restaurant, June 2019
                                                                                                                              • Strong satisfaction with nothing to prioritise
                                                                                                                                  • Figure 46: Key drivers of overall satisfaction with burger or chicken outlets/restaurants, June 2019
                                                                                                                                • There’s still room for improvement
                                                                                                                                  • Figure 47: Overall satisfaction with burger or chicken outlets/restaurants – key driver output, June 2019
                                                                                                                              • Burger and Chicken Restaurant Behaviours

                                                                                                                                • The rise of faster food
                                                                                                                                    • Figure 48: Burger and chicken outlets/restaurant behaviours, June 2019
                                                                                                                                  • Older diners want greater halal food transparency
                                                                                                                                    • Targeting discerning 25-34 year-olds
                                                                                                                                      • They crave human connection
                                                                                                                                        • They’re driving demand for meat alternatives
                                                                                                                                          • They prefer grazing on snacks
                                                                                                                                            • They support plastic-free establishments
                                                                                                                                              • Plastic-free for young urban families – CHAID analysis
                                                                                                                                                • Figure 49: Burger and chicken restaurants – CHAID – Tree output, June 2019
                                                                                                                                            • Awareness of News Relating to Burger and Chicken

                                                                                                                                              • ‘The Attenborough effect’: 52% of people aware of plastic pollution
                                                                                                                                                  • Figure 50: Awareness of news relating to burger and chicken trends, June 2019
                                                                                                                                                • Age differences in news habits and attitudes
                                                                                                                                                  • Urbanites have their finger on the pulse
                                                                                                                                                    • Figure 51: Repertoire of awareness of news relating to burger and chicken trends, June 2019
                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                    • Abbreviations
                                                                                                                                                      • Consumer research methodology
                                                                                                                                                        • Key driver analysis methodology
                                                                                                                                                          • Interpretation of results
                                                                                                                                                            • Figure 52: Overall satisfaction with burger or chicken outlets/restaurants – key driver output, June 2019
                                                                                                                                                            • Figure 53: Satisfaction with burger or chicken outlets/restaurants, June 2019
                                                                                                                                                          • CHAID analysis methodology
                                                                                                                                                            • Figure 54: Burger and chicken restaurants – CHAID – Table output, June 2019
                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                          • Forecast methodology
                                                                                                                                                              • Figure 55: UK burger and chicken restaurants market, value sales, best- and worst-case forecast, 2019-24
                                                                                                                                                              • Figure 56: UK burger restaurants market, value sales, best- and worst-case forecast, 2019-24
                                                                                                                                                              • Figure 57: UK chicken restaurants market, value sales, best- and worst-case forecast, 2019-24

                                                                                                                                                          Burger and Chicken Restaurants - UK - August 2019

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