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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