Restaurant & Fast Food Brand Index 2018 Q2

Please note: This is not the most recent Brand Index. If you’re right where you want to be, read on. If you’re looking for the latest data, click here for our most recent Brand Indexes. 

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.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Restaurant & Fast Food Brand Index, we look at three things.

1. Percentage of unprompted brand recall within a named category e.g. ‘Gaming & Gambling’ ‘Snacks’ or ‘Entertainment’
2. How likely a person is to purchase your particular brand (purchase intent)
3. 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.

Top 17 Restaurant & Fast Food Brand Leaders by unprompted brand recall, ranked by Total Brand Equity

1. Nando’s
2. McDonald’s
3. KFC
4. Pizza Hut
5. Pizza Express
6. Wetherspoons
7. Frankie & Benny’s
8. Toby Carvery
9. TGI Fridays
10. Wagamama
11. Zizzi
12. Five Guys
13. Subway
14. Prezzo
15. Harvester
16. Just Eat
17. Burger King

Key Findings

128 different brands were named, up from 103 brands named last quarter, showing there are new names making themselves well-known within this market.

A brand needed just 1% of unprompted brand recall to be in the Top 17 brands, and 4.7% to be in the Top 5.

Amongst the top Restaurant & Fast Food Brands, average brand strength score is down slightly, from 117.54 last quarter to 108.06 this. Toby Carvery scores highly for a second quarter in a row, though having a dip itself, from 178.57 to 143.48. Subsequently, it has been overtaken this quarter by just one brand, Five Guys, a newcomer to the top table with a brand strength score of 170.

At the other end of the scale, the lowest brand strength score amongst the top 17 brands was 60, scored by Just Eat.

Looking at the top brands again, the average Total Brand Equity score is 454.12, eerily similar to last quarter’s average of 452. Nando’s leads in this metric once again, with a Total Brand Equity of 1,940, comparable to a score of 2000 last quarter.

The median score has dropped from 451 to just 330 this quarter.

The lowest Total Brand Equity score is held jointly by Burger King and Just Eat, with a score of 90 each.

The overall Restaurant & Fast Food industry Net Promoter Score has risen slightly this quarter, from 49% to 50.3%, showing that consumers are largely satisfied with the restaurant and fast food brands available to them. This remains stable amongst the top 17 brands, with an average NPS of 52.31%.

Here is how people described the Restaurant & Fast Food brands that came top of mind during unprompted brand recall:

The Full Report

The 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

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 24th April 2018 – 25th April 2018.  

Click to view report