The UK fast food industry has greatly benefited from the recession, and the subsequent squeeze on disposable income, as millions of families have been forced to cut back on spending on luxuries, especially on meals in restaurants.
This has encouraged many to trade down to cheaper meals, especially burgers and fried chicken.5.54 billion visits were made to a fast food chain in 2011, out of the 11 billion meals eaten in total out of the home - be it at a work canteen, restaurant, pub or sandwich shop.
This means that 50.4% of all means eaten out of the home are now at a so-called quick service restaurant, up from 47.3% just two years ago.Fast food chains continued to defy the recession this years as sandwich chain Subway trumpeted plans to open 600 new stores over the next three years, creating up to 6,000 jobs, while McDonald´s said it would create 2,500 jobs this year through new outlets and 24-hour burger flipping.
Starbucks, with 300 branches and 5,000 jobs said to be in the pipeline over the next five years, is also in the midst of a high street bun fight that is pitting US imports against flourishing domestic chains such as Greggs and Costa Coffee.
McDonald´s represented the leading brand in the UK fast food industry in 2011, and by some margin, accounting for 16% of overall value sales and around a third of chained value sales. The chain´s success in the UK is linked to a number of factors, including strong marketing support, an iconic brand, an early entry to fast food and frequent price promotions.The shift towards more responsible operations among the leading chains in the UK fast food industry is expected to continue through to 2018.
In August 2012, Burger King announced that it would promote the UK Chief Medical Officers´ adult physical activity guidelines via its website, Facebook and iPhone app, with the chain expected to utilise its Burger King crowns and tray liners to get the message across.2012 also saw Burger King announce that all of its eggs and pork will come from cage-free chickens and pigs by 2017.
McDonald´s meanwhile launched ´Fruitizz´ in May 2012, with this fizzy drink consisting of entirely fruit and sparkling water and positioned as offering one of children´s five-a-day portions of fruit and vegetables.Mobile and online technology are changing the UK fast food industry, with many operators offering online ordering and delivery services.By the start of this year, leading players began paying attention to their suppliers.
By the end of 2010, McDonald´s used only cage-free poultry and free-range eggs. September 2011 meanwhile saw McDonald´s switch to Marine Stewardship Council certified fish in all European outlets, with the company also switching to sustainable Hoki fish
