Which restaurant and fast food brands are winning the battle for consumers' attention and admiration? Check out our latest Restaurant & Fast Food Brand Index to discover the top 10 brands in the sector ranked by Total Brand Equity, and key takeaways for the industry based on how metrics have changed since last quarter.
The Attest brand index is a platform agnostic measure of a brand’s total brand equity in the restaurant & fast food sector, as determined by real consumers.
What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.
To determine the restaurant & fast food brand index, we look at three things.
Percentage of unprompted brand recall within a named category e.g. ‘snacks’ ‘travel’ or ‘entertainment’
How likely a person is to purchase your particular brand (purchase intent)
How likely a person is to recommend your brand (net promoter score)
Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.
Key brand attribute changes
Each quarter we rank the brands in the top 10 leaderboard based on eight industry-specific attributes. Here are the main points of interest:
It’s been a good quarter for Harvester. Last quarter they came in last place for five of the eight key attributes (convenience, reliability, innovation, service and price), whereas this quarter they take just one last place position (for having memorable branding).
Subway, a newcomer, also has a good quarter. They take top spot in three key attributes (reliability, service and food quality), though they shouldn’t rest easy: TGI Friday’s scored three top spots in Q1 but drop out of the leaderboard this quarter.
KFC also see a more positive fate this time around. In Q1 the fried chicken giant received three low scores (for inclusivity of dietary requirements, service and price), though they receive just one last place this quarter, still failing to provide for diverse dietary requirements.
There’s a new king in town. For the first time in the history of the Attest restaurant & fast food brand index, Nando’s is knocked off the top spot. McDonald’s takes top spot, thanks to rises in all three key metrics, while Nando’s drops in unprompted brand recall and purchase intent, further securing their fate.
Two brands join the leaderboard this quarter, Subway and Just Eat. With no sign of Deliveroo or Uber Eats on or near the leaderboard (receiving 0.8% and 0.5% of the unprompted brand recall respectively), Just Eat is the champ in home delivery services.
These two push out Toby Carvery (who fall dramatically from grace, coming 6th overall last quarter) and TGI Friday’s (who were in 9th spot at the beginning of the year).
Just one brand, Pizza Express, hang on to their overall positioning from one quarter to the next.
The taste of the nation clearly varies month to month with significant shifts taking place in the leaderboard. As such, restaurant and fast food brands must work hard to stay within the consciousness of the public – and, once they’re there, be perceived as a well-liked brand.
Score the full report
Our report includes:
The UK’s leading restaurant & fast food brands for awareness, purchase intent and net promoter score
Overall brand strength and total brand equity index
Industry averages and market dynamics
Key takeaways for the UK restaurant & fast food industry
The report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed in January 2019.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
Attest's platform makes gathering consumer data as simple and actionable as possible.