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Burger and Chicken Restaurants - UK - September 2018

“The biggest threat to the popularity of burger and chicken is the trend of consumers cutting back on eating meat. This is being driven by Younger Millennials who have either adopted a full-time vegan lifestyle or are simply eating more plant-based dishes. Operators now need to tackle this issue by offering consumers more varied choice, including vegan burgers.”
– Trish Caddy, Foodservice Analyst

This report looks at the following areas:

  • A meaty issue
  • A sweet problem
  • Just how price-conscious are Millennials?

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Table of contents

  1. Overview

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

          • The market
            • The combined burger and chicken restaurants market is growing
              • Figure 1: UK burger and chicken restaurants market, value sales and forecast, 2013-23
              • Figure 2: UK burger and chicken restaurants market, value sales and forecast, 2013-23
            • McDonald’s holding up the burger sector
              • Figure 3: UK burger restaurants market, value sales and forecast, 2013-23
            • Chicken sector expected to bounce back from supply chain problem
              • Figure 4: UK chicken restaurants market, value sales and forecast, 2013-23
            • Companies and brands
              • McDonald’s wins
                • Figure 5: Selected leading burger and chicken restaurant chains, by outlet numbers, 2014-18
              • The consumer
                • Rise in burger visits bolster the whole market
                  • Figure 6: Usage of burger and chicken restaurants, May 2018
                • More than half of Brits visit McDonald's
                  • Figure 7: Venues visited, May 2018
                • Young families visit regularly
                  • Figure 8: Frequency of eating in or getting a takeaway from fast food outlets, May 2018
                • Younger Millennials jaded by meat
                  • Figure 9: Burger and chicken outlet/restaurant behaviours, May 2018
                • Food and drink reformulation appeals to older diners
                  • Figure 10: Healthy factors consumers would most like to see introduced, May 2018
                • Human customer service more important to older diners
                  • Figure 11: Attitudes towards burger and chicken outlets/restaurants, May 2018
                • What we think
                • Issues and Insights

                  • A meaty issue
                    • The facts
                      • The implications
                        • A sweet problem
                          • The facts
                            • The implications
                              • Just how price-conscious are Millennials?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • The combined burger and chicken restaurant market is growing
                                      • Market faces a tough trading environment
                                        • Consumers cutting back on eating meat
                                        • Market Size, Segmentation and Forecast

                                            • Figure 12: UK burger and chicken restaurants market, value sales, 2013-23
                                          • Market faces a tough trading environment
                                            • Figure 13: UK burger and chicken restaurants market, value sales and forecast, 2013-23
                                          • Burger segment continues to dominate the market
                                            • Figure 14: UK burger restaurants market, value sales, 2013-23
                                          • McDonald’s: the crutch that is holding up burger sector
                                            • Figure 15: UK burger restaurants market, value sales, 2013-23
                                          • Poultry sector mistakes undo the good work of 2017
                                            • Figure 16: UK chicken restaurants market, value sales, 2013-23
                                          • Chicken sector expected to bounce back
                                            • Figure 17: UK chicken restaurants market, value sales and forecast, 2013-23
                                          • Forecast methodology
                                          • Market Drivers

                                            • Confidence holding up but many remain cautious
                                                • Figure 18: Trends in how respondents would describe their financial situation, June 2009-June 2018
                                              • NLW and NMW continue to put pressure on operators
                                                • Out-of-home meals less appealing to ageing population
                                                  • Figure 19: Change in age structure of the UK population, 2012-17 and 2017-22
                                                • Britain’s new diet goals
                                                  • Doctors calling for fast food zoning
                                                    • Acrylamide legislation brought into force
                                                    • Companies and Brands – What You Need to Know

                                                      • McDonald’s: the crutch that is holding up burger sector
                                                        • Burger King bounces back
                                                          • KFC recovers from “great chicken crisis”
                                                          • Key Players

                                                              • Figure 20: Selected leading burger and chicken restaurant chains, by outlet numbers, 2014-18
                                                            • McDonald’s
                                                              • Figure 21: Key financial data for McDonald's Restaurants Ltd, 2014-16
                                                            • KFC
                                                              • Figure 22: Key financial data for Kentucky Fried Chicken (GB) Ltd, 2014-16
                                                            • Nando’s
                                                              • Figure 23: Key financial data for Nando's Chickenland Limited, 2014-16
                                                            • Famous Brands
                                                              • Wimpy
                                                                • Figure 24: Selected gourmet burger and chicken outlets, by outlet numbers, 2016-18*
                                                              • GBK
                                                                • Figure 25: Key financial data for Gourmet Burger Kitchen Limited, 2014-16
                                                              • Byron
                                                                • Figure 26: Key financial data for Byron Hamburgers Limited, 2015-17
                                                              • Ones to watch
                                                                • KerbEdge
                                                                  • Wing Wing
                                                                    • Wingstop
                                                                    • Competitive Strategies

                                                                      • Refurbishment
                                                                        • Consolidation
                                                                          • Bridgepoint to back Burger King UK
                                                                            • Refinancing
                                                                              • Honest Burgers secures £17 million refinance deal
                                                                              • Launch Activity and Innovation

                                                                                • Digital activity
                                                                                  • Flyt links delivery orders to KFC kitchens
                                                                                    • Bluetooth locators
                                                                                      • Nando’s launches click-and-collect
                                                                                        • Digital payments
                                                                                          • Distribution changes
                                                                                            • Honest Burger expands west
                                                                                              • Dark kitchens to create additional revenue stream
                                                                                                • McDonald’s US tests corporate catering
                                                                                                  • Nando’s grows supermarket range
                                                                                                    • Travel hubs and leisure destinations
                                                                                                      • Conversions
                                                                                                        • Menu innovation
                                                                                                          • Menu collaboration
                                                                                                            • Vegan options
                                                                                                            • Advertising and Marketing Activity

                                                                                                              • Burger and chicken chains increased ATL expenditure by 12% in 2017
                                                                                                                • Figure 27: Advertising expenditure by selected burger and chicken operators, 2013-18
                                                                                                              • Burger King ramps up TV spend
                                                                                                                • Figure 28: Advertising expenditure by selected burger and chicken restaurants*, by media type, 2013-18
                                                                                                              • Nando’s dials up digital and press
                                                                                                                • KFC the radio hero
                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                  • Brand Research

                                                                                                                      • Brand map
                                                                                                                        • Figure 29: Attitudes towards and usage of selected brands, June 2018
                                                                                                                      • Key brand metrics
                                                                                                                        • Figure 30: Key metrics for selected brands, June 2018
                                                                                                                      • Brand attitudes: both McDonald’s and Nando’s seen as consistently high quality
                                                                                                                        • Figure 31: Attitudes, by brand, June 2018
                                                                                                                      • Brand personality: Wimpy most boring of all
                                                                                                                        • Figure 32: Brand personality – Macro image, June 2018
                                                                                                                      • KFC and Nando’s have an authentic brand image
                                                                                                                        • Figure 33: Brand personality – Micro image, June 2018
                                                                                                                      • Brand analysis
                                                                                                                        • Nando’s wins with young diners, families, and Londoners
                                                                                                                          • Figure 34: User profile of Nando’s, June 2018
                                                                                                                        • McDonald’s is accessible, trustworthy, and value-for-money
                                                                                                                          • Figure 35: User profile of McDonald’s, June 2018
                                                                                                                        • KFC is trustworthy, innovative, and offers good value
                                                                                                                          • Figure 36: User profile of KFC, June 2018
                                                                                                                        • Burger King is accessible but lacks good value and brand trust
                                                                                                                          • Figure 37: User profile of Burger King, June 2018
                                                                                                                        • Wimpy blighted by a stale image
                                                                                                                          • Figure 38: User profile of Wimpy, June 2018
                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                        • Rise in burger visits bolster the whole market
                                                                                                                          • More than half of Brits visit McDonald's
                                                                                                                            • Young families visit regularly
                                                                                                                              • Younger Millennials jaded by meat
                                                                                                                                • Food and drink reformulation is most effective
                                                                                                                                  • Human customer service is the cornerstone of a good dine-in experience
                                                                                                                                  • Usage Habits

                                                                                                                                    • Poultry industry challenges have hit chicken footfall
                                                                                                                                      • But the rise in burger visits will bolster the whole market
                                                                                                                                        • Figure 39: Usage of burger and chicken restaurants, May 2018
                                                                                                                                      • Promisingly, chicken is winning over the youth
                                                                                                                                        • Figure 40: Usage of burger and chicken restaurants, by generations, May 2018
                                                                                                                                    • Venues Visited

                                                                                                                                      • McDonald’s continues to thrive
                                                                                                                                        • Figure 41: Venues visited, May 2018
                                                                                                                                      • Burger King bounces back
                                                                                                                                        • Chicken visitation takes a hit
                                                                                                                                          • Consumers like to mix it up
                                                                                                                                            • Figure 42: Repertoire of venues visited, May 2018
                                                                                                                                        • Frequency of Use

                                                                                                                                          • Busy people eat at McDonald’s and Burger King more often
                                                                                                                                            • Nando’s frequent visits on a par with KFC’s
                                                                                                                                              • Figure 43: Frequency of eating in or getting a takeaway from fast food outlets, May 2018
                                                                                                                                          • Burger and Chicken Restaurant Behaviours

                                                                                                                                            • Burger and chicken shop proximity is key
                                                                                                                                              • Figure 44: Burger and chicken outlets/restaurant behaviours, May 2018
                                                                                                                                            • 16-44s more likely to look for value deals
                                                                                                                                              • Snacks attract 16-44-year-olds
                                                                                                                                                • Younger Millennials misguided about meat
                                                                                                                                                • Healthy Factors Influencing Choice

                                                                                                                                                  • Food and drink reformulation is most effective
                                                                                                                                                      • Figure 45: Healthy factors consumers would most like to see introduced, May 2018
                                                                                                                                                    • Nudging under-45s with rewards and punishments
                                                                                                                                                      • For young families, actions speak louder than words
                                                                                                                                                      • Attitudes towards Burger and Chicken Restaurants

                                                                                                                                                        • Older diners look for customer service in a restaurant
                                                                                                                                                          • Figure 46: Attitudes towards burger and chicken outlets/restaurants, May 2018
                                                                                                                                                        • Potential to encourage diners to use own containers
                                                                                                                                                          • Figure 47: Attitudes towards burger and chicken outlets/restaurants, by venues visited, May 2018
                                                                                                                                                        • Happy Hours can enhance value-for-money amongst Millennials
                                                                                                                                                            • Figure 48: Attitudes towards burger and chicken outlets/restaurants, by venues visited, May 2018
                                                                                                                                                          • ‘Fake meat’ can’t beat fresh veg
                                                                                                                                                            • Older women consider chicken healthier to eat than red meat – CHAID
                                                                                                                                                              • Figure 49: Burger and chicken restaurants – CHAID – Tree output, May 2018
                                                                                                                                                          • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                                                                              • Abbreviations
                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                  • CHAID Methodology
                                                                                                                                                                    • Figure 50: Burger and chicken restaurants – CHAID – Table output, May 2018
                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                      • Figure 51: UK burger and chicken restaurants market, value sales, best- and worst-case forecast, 2018-23
                                                                                                                                                                      • Figure 52: UK burger restaurants market, value sales, best- and worst-case forecast, 2018-23
                                                                                                                                                                      • Figure 53: UK chicken restaurants market, value sales, best- and worst-case forecast, 2018-23

                                                                                                                                                                  Burger and Chicken Restaurants - UK - September 2018

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