Burger and Chicken
Restaurants In UK - August 2013
Creating
more differentiated branding can be difficult to achieve based on factors such
as price and convenience which are now so standardised across the market.
Promoting an image of providing ‘real’ fast food through techniques such as the
use of more natural materials in their venue design and more real food/farm
imagery both in-store and on-line could help operators to build standout.
To
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TABLE OF CONTENT
Introduction
Definition
Abbreviations
Executive Summary
The market
Figure 1: UK chicken
and burger bar market, value sales, 2008-18
Market factors
Companies, brands and
innovation
Who’s innovating?
The consumer
Venues visited
Figure 2: Fast food
outlet usage, May 2013
How have
chicken/burger bar habits changed?
Figure 3: Changes in
chicken/burger bar usage, June 2013
Factors which
influenced venue choice
Figure 4: Factors
influencing chicken/burger bar choice, June 2013
Attitudes towards
chicken/burger bars
Figure 5: Attitudes
towards chicken/burger bars, May 2013
Menu enticements
Figure 6: Likelihood
of ordering chicken/burger bar menu enticements, May 2013
Venue enticements
Figure 7:
Chicken/burger bar venue enticements, May 2013
What we think
Issues in the Market
What areas can
chicken/burger brands explore to expand usage occasions further?
How can
chicken/burger bars increase their appeal to younger diners?
What other lessons
can chicken/burger bars learn from the wider eating out market?
How can
chicken/burger bar operators mine ‘real’ food credentials to achieve better
brand differentiation?
Trend Application
Increasing brands’
relevancy to consumers’ wider lifestyles to drive sales
Jumping on the retro
bandwagon
Healthy fast food?
Market Drivers
Key points
Consumer confidence
on the increase in 2013
Figure 8: GfK NOP
Consumer Confidence, monthly, January 2007-June 2013
Rising costs put
pressure on margins
The horsemeat scandal
Operators are
branching into new product categories to appeal to a wider variety of diner
Figure 9: Trends in
the age structure of the UK population, 2008-18
Competitive Context
Key points
In home
Veggie burgers which
pack a punch
Fast food in home
Sides no longer
secondary considerations
Protein snacking
ranges
Out of home
Competition from
coffee and sandwich shops
Alternative
ready-to-go concepts
Fast casual concepts
Who’s Innovating?
Key points
Expanding snacking
occasions
Expanding drinks
offering aims to broaden brands’ appeal
‘Better burger’ bars
Figure 10: Selected
chicken/burger restaurant chains, by outlet numbers, 2012 and 2013
Other gourmet fast
food
Gourmet fried chicken
‘Posh’ fish fingers
Gourmet doughnuts
Market Size and
Forecast
Key points
Market is resilient
but faces rising food costs
Figure 11: UK chicken
and burger bar market, value sales, 2008-18
Figure 12: UK chicken
and burger bar market, value sales, 2008-18
Forecast methodology
Segment Performance
Key points
Burger bars
Figure 13: UK burger
bar market, value sales, 2008-18
Figure 14: UK burger
bar market, value sales, 2008-18
Chicken bars
Figure 15: UK chicken
bar market, value sales, 2008-18
Figure 16: UK chicken
bar market, value sales, 2008-18
Companies and
Products
Key points
Overview
Figure 17: Selected
chicken/burger restaurant chains, by outlet numbers, 2012 and 2013
Burger King
McDonald’s
Kentucky Fried
Chicken
Figure 18: Key
financials for Kentucky Fried Chicken (Great Britain) Limited, 2007/08-2010/11
Wimpy
Figure 19: Key
financials for Wimpy Restaurants Group Ltd, 2009/10-2011/12
Nando’s
Figure 20: Key
financials for Nando’s Chickenland Limited, 2008/09-2011/12
Gourmet Burger
Kitchen
Figure 21: Key
financials for Gourmet Burger Kitchen, 2008/09-2011/12
Byron Hamburgers
Brand Communication
and Promotion
Key points
The role of online
marketing and lifestyle branding techniques
Figure 22:
Advertising expenditure by selected chicken and burger bar operators, 2008-12
Nando’s spearheads
lifestyle branding
Figure 23:
Advertising expenditure by selected chicken and burger bar operators, by media
type, 2012
One in eight diners
have followed brands on social media
Figure 24: Selected
chicken and burger bar brands’ social media presence, as of 5 June 2013
Fans expect rewards
and entertainment from brands
Using social media to
promote sourcing messages
Consumer/brand
relationship is increasingly collaborative
Fostering ‘food
rituals’
To brand or not to
brand
For More Information Hotels &
Restaurants Market Research Reports @ :
Brand Research
Brand map
Figure 25: Attitudes
towards and usage of brands in the fast food sector, May 2013
Correspondence
analysis
Brand attitudes
Figure 26: Attitudes,
by fast food brand, May 2013
Brand personality
Figure 27: Fast food
brand personality – macro image, May 2013
Figure 28: Fast food
brand personality – micro image, May 2013
Brand experience
Figure 29: Fast food
brand usage, May 2013
Figure 30:
Satisfaction with various fast food brands, May 2013
Figure 31:
Consideration of fast food brands, May 2013
Figure 32: Consumer
perceptions of current fast food brand performance, May 2013
Figure 33: Fast food
brand recommendation – Net Promoter Score, May 2013
Brand index
Figure 34: Fast food
brand index, May 2013
Figure 35: Fast food
brand index vs. recommendation, May 2013
Target group analysis
Figure 36: Target
groups, May 2013
Figure 37: Fast food
brand usage, by target groups, May 2013
Group One –
Conformists
Group Two – Simply
the Best
Group Three – Shelf
Stalkers
Group Four – Habitual
Shoppers
Group Five –
Individualists
Fast Food Habits
Key points
Fast food outlets
visits
Figure 38: Fast food
outlet usage, May 2013
Specific targeting
Frequency of visiting
fast food outlets
Figure 39: Frequency
of fast food outlet usage, May 2013
How has
chicken/burger bar usage changed?
Figure 40: Changes in
chicken/burger bar usage, June 2013
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