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Strategy Briefing

Fast Food: A Category at a Crossroads

53 pages, Mar 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

2012 was a solid year for global fast food, showing consistent improvement in value growth at the highest level. Simultaneously it was a year of change, in which operators faced new challenges in some of the category’s largest and most important markets. At the brand level, competition continues to increase exponentially in developed and developing markets alike, forcing operators to reach for new creative heights in search of differentiation and the continued loyalty of their customer base.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Strategy shake-ups in the biggest global markets

Fast food is at a crossroads in both China and the US, two of the category’s largest and most important markets. In the former, the market is maturing - along with its consumers -and leaders are being forced to rethink their existing strategies. Likewise in the US, consumers are pulling back from the previous year’s dependence on all things premium, suggesting operators need to return to value-orientated basics to win back their loyalty.

All dayparts, all markets

Daypart expansion remains key, especially in highly competitive markets such as Japan, the US, Western Europe and China. Fast food leaders are turning to occasion-based value platforms in order to draw traffic and compete with lower-priced independent competitors.

Return to value focus

Similarly, traditional fast food is returning to a value focus, emphasising low-priced meal deals and snacking items even in the wealthiest markets. This trend has manifested itself particularly strongly in the US, Australia and developed markets where consumers have shown that despite general dining experience improvements category-wide, they still want very low prices and very high value when it comes to traditional fast food.

Fresh casual, not just fast casual

The positioning of the fast casual movement is simultaneously trending upwards, reaching higher in terms of quality, dining experience and pricing. A new global fast casual trend has emerged, sometimes called “fresh casual”, which has high potential for global growth.

Service innovation

The search for differentiation and higher traffic remains a central focus, and operators are turning to service innovation to squeeze every transaction out of an existing consumer base. Delivery, drive-through and extended hours are growing more popular in a range of regions, including emerging markets where these services are relatively unfamiliar.

New global focus

With growth slowing in China and levelling off in the US, new long-term prospects are rising in prominence, including Latin America, the Gulf States, Southeast Asia and Africa.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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I ntroduction

Scope

Key findings in 2012 global fast food

Global Performance

Fast food the world’s second-largest foodservice category

Burger and Asian fast food make up half the total demand

Fast food proves resilient through recession and beyond

Transactions and outlets data illustrate fast food’s growing strength

New growth has shifted to emerging markets…

…but China shows its limits to future expansion

Trouble at home shows the US at a crossroads

Key global takeaways in fast food

C ategory Performance

Chicken fast food and other fast food lead growth by type

Category Performance

Global independents outpace chained operators…

…but global unit prices point to a chained advantage

Unit price differences are even more apparent by fast food type

Largest opportunities in Asia Pacific and Latin America

The US is number one in fast food - for now

Per capita spending strongest in North America, Northern Europe

Value, daypart innovation, service upgrades drive global strategies

Bottom line: Continued global recovery, despite hiccups

Key takeaways in fast food in 2012

Competitive Landscape

Global fast food leaders are US-based

Leading brands show little growth at the top

Fastest growing fast food chains are smaller and smarter

A closer look at some key brands to watch

Chains have a significant presence in every world region

Latin America and Eastern Europe are fast food growth leaders

Fast food leaders finally shifting to a true global focus

Location data show strength in semi-captive locations

Key competitive takeaways

Case Studies

Case study: Trouble in Yum! Brands’ China stronghold

KFC’s grip on the market loosens, benefiting competitors…

…but can the problem be fixed?

Other players are faring better, but struggles are market-wide

Key takeaways: Looking ahead to solve the China problem

Case study: Global prospects for the fast casual dining movement

The current state of fast casual dining

What next? Less dependence on price, more about experience

Fast casual 2.0

“New” fast casual brands span from modern Italian to seafood

Highest growth prospects moving forward

Key lessons from the new fast casual

Global Prospects

Global fast food to continue outpacing consumer foodservice

Long-term growth in fast food will require a global approach

Asian, chicken and Latin American fast food to gain share

New major growth markets are on the horizon

Takeaways: Fast food is becoming universal, everyone wants in

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Fast Food: A Category at a Crossroads

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Strategy shake-ups in the biggest global markets

All dayparts, all markets

Return to value focus

Fresh casual, not just fast casual

Service innovation

New global focus

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

I ntroduction

Scope

Key findings in 2012 global fast food

Global Performance

Fast food the world’s second-largest foodservice category

Burger and Asian fast food make up half the total demand

Fast food proves resilient through recession and beyond

Transactions and outlets data illustrate fast food’s growing strength

New growth has shifted to emerging markets…

…but China shows its limits to future expansion

Trouble at home shows the US at a crossroads

Key global takeaways in fast food

C ategory Performance

Chicken fast food and other fast food lead growth by type

Category Performance

Global independents outpace chained operators…

…but global unit prices point to a chained advantage

Unit price differences are even more apparent by fast food type

Largest opportunities in Asia Pacific and Latin America

The US is number one in fast food - for now

Per capita spending strongest in North America, Northern Europe

Value, daypart innovation, service upgrades drive global strategies

Bottom line: Continued global recovery, despite hiccups

Key takeaways in fast food in 2012

Competitive Landscape

Global fast food leaders are US-based

Leading brands show little growth at the top

Fastest growing fast food chains are smaller and smarter

A closer look at some key brands to watch

Chains have a significant presence in every world region

Latin America and Eastern Europe are fast food growth leaders

Fast food leaders finally shifting to a true global focus

Location data show strength in semi-captive locations

Key competitive takeaways

Case Studies

Case study: Trouble in Yum! Brands’ China stronghold

KFC’s grip on the market loosens, benefiting competitors…

…but can the problem be fixed?

Other players are faring better, but struggles are market-wide

Key takeaways: Looking ahead to solve the China problem

Case study: Global prospects for the fast casual dining movement

The current state of fast casual dining

What next? Less dependence on price, more about experience

Fast casual 2.0

“New” fast casual brands span from modern Italian to seafood

Highest growth prospects moving forward

Key lessons from the new fast casual

Global Prospects

Global fast food to continue outpacing consumer foodservice

Long-term growth in fast food will require a global approach

Asian, chicken and Latin American fast food to gain share

New major growth markets are on the horizon

Takeaways: Fast food is becoming universal, everyone wants in

Why buy this report?

Want to find out more about this report?

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