"The next phase of QSR growth will be won by brands that become easier to choose and harder to replace."
Trish Caddy, Associate Principal - Foodservice
Fast food participation has recovered above pre-pandemic levels despite rising takeaway prices (RPI), highlighting the sector’s resilience. With usage already at historically high levels, the next growth opportunity is likely to come from increasing visit frequency rather than expanding the customer base.
At the same time, competition is expanding beyond traditional QSR rivals. Supermarkets and retail brands are increasingly borrowing ideas from fast food, coffee shops and restaurants, while QSR brands are using grocery channels to stay relevant between visits.
This is making additional eating occasions increasingly important. Group occasions represent one of the clearest opportunities, yet only 19% of QSR users order sharing or combo items at dinner despite 70% saying a wide range of food and drink options makes QSRs suitable for groups. The finding challenges a common industry assumption: consumers value being able to choose different foods together more than ordering the same meal.
The challenge is no longer getting consumers into QSRs. The strongest growth opportunities lie in becoming part of more eating occasions, making ordering easier and creating stronger reasons for customers to return.
This report analyses consumer decision-making in the UK quick service restaurant (QSR) market, defined as foodservice outlets offering rapid preparation and fulfilment across dine-in, takeaway, drive-through, and delivery channels. The category spans fast food, coffee shops, cafés, bakeries, and street food. QSR operates across multiple dayparts and consumption occasions, competing through convenience, perceived value, and situational relevance within an increasingly multi-channel and choice-saturated environment.
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