SOUTH AFRICA BRAND REPORT – CONSUMERS OF FAST FOOD: BURGERS, CHICKEN & GRILLS – COMPILED: MAY 2012
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SOUTH AFRICA BRAND REPORT
– CONSUMERS OF FAST FOOD: BURGERS,
CHICKEN & GRILLS –
COMPILED: MAY 2012
©Analytix Business Intelligence 2012
www.analytixbi.com
REPORT OVERVIEW
2
Compiled: May 2012
(91 pages)
This comprehensive report examines consumers of Burgers, Chicken and Grills Fast Food brands
in South African: Profile of the Top 12 brands of Burgers, Chicken and Grills Fast Food outlets;
Consumption and brands trends (2007-2011); Amount spent at last Burger, Chicken and Grills
Fast Food outlet visited (2007-2011); Geo-demographics trends among Burger, Chicken and Grills
Fast Food consumers (2007-2011); Detailed geo-demographic profile and brand penetration
analysis; Cellphone and Internet usage; Lifestyle and Media consumption.
The consumer analysis is based on the latest annual consumer survey among a nationally
representative sample of more than 25,000 people - All Media and Products Survey conducted by
the South African Advertising Research Foundation.
Some of the key questions the report will help you to answer are:
What are the global and regional Fast Food market trends? USA, Asia and Middle East, Europe and Africa
Who are the Top 12 SA Burgers, Chicken and Grills Fast Food brands and how are they positioned?
What are the important consumer and market trends that should be included in your business strategy?
Who are the consumers of the Top 12 SA Burgers, Chicken and Grills Fast Food outlets? e.g. age, gender,
affluence, lifestage, geographics
How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests
What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines
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REPORT OVERVIEW
3
It provides a comprehensive consumer profile of the Burgers, Chicken & Grills category
(minimum category sample = 16 998), as well as a detailed segmentation by brand, namely:
Barcelos, Chicken Licken, Hungry Lion, Kauai, KFC, Maxi’s, McDonald’s, Mochachos,
Nando’s, Spur, Steers and Wimpy.
Additional brands that are included in the South African market trends and geo-demographic
trends analysis of Pizza consumers: Bimbo’s, BJ’s, Mopark.
It examines in detail the demographics, lifestyle, media consumption and cellphone and
Internet usage of the Fast Food Burgers, Chicken & Grills category by brand, making it a vital
reference report for anyone wanting to understand this market.
Why purchase this market research report?
The report focuses on consumer-based intelligence – the most valuable brand asset
Provides a comprehensive analysis of the “big picture” with local consumer/market trends
91 page report with 80+ charts, graphs, tables
Salient points and key insights are highlighted and summarised in comment boxes on each page
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91 page report filled with >100 detailed charts, graphs, tables and insights
SCREENSHOTS FROM REPORT
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SAMPLE FROM REPORT PERSONALLY BOUGHT FROM FAST FOOD OUTLET:
2007-2011
The percentage of Fast Food consumers who had bought Burgers, Chicken or Grills in the past 4 weeks had increased from 57.3%
(17.8 million) of all South African adults 16+ years in 2007 to 65.2% (22.2 million) in 2011.
2007 2008 2009 2010 2011
Total Adults population
(16+ years) 31 109 074 31 305 016 31 418 675 32 962 328 34 037 887
Total Burger, Chicken or Grills
consumers (16+ years) – personally
bought in PAST 4 Weeks 17 828 188 17 711 745 17 996 030 20 746 163 22 206 089
% of Total Adult Population (16+
years) 57.3% 56.6% 57.3% 62.9% 65.2%
Source: AMPS 2007B-2011B (16+ years adult population)
Sample Size: 21 068 (2007); 21 083 (2008); 25 170 (2009); 25 160 (2010); 25 160 (2011)
Based on weighted numbers
0%
10%
20%
30%
40%
50%
60%
70%
2 007 2 008 2 009 2 010 2 011
57% 57% 57%
63% 65%
Personally bought Burgers, Chicken or Grills from a Fast Food Outlet in the past 4 weeks: 2007-2011
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KFC occupied the largest share across all LSM segments, with the highest in LSM 1-4 (56%). Brand penetration for KFC declined the
higher the LSM segment, with the lowest share among LSM 10 (28%).
The brand penetration for McDonald's was highest in LSM 10 (16%) and lowest in LSM 1-4 (5%).
SAMPLE FROM REPORT BRAND PENETRATION: LSM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LSM 1-4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
1% 1% 1% 1% 1% 1% 1% 1% 7% 10% 12% 9% 7% 6% 4% 3%
4% 8% 7%
8% 4% 3%
2% 1%
1%
1% 1%
1% 1% 1%
38%
56% 52%
43%
38% 35%
32% 28%
1%
1% 1%
1%
1% 1%
1%
1%
12%
5% 6%
9%
12% 13%
15% 16%
1%
1% 1%
1%
1% 1%
1% 1%
10%
8% 8%
10%
10% 12%
12% 11%
9%
2% 3%
6%
8% 10% 12%
13%
8%
3% 4% 6%
7% 8% 9%
10%
8% 3% 4% 6% 9% 9% 11% 13%
Brand penetration of Burgers, Chicken & Grills purchased at Fast Food outlet in the past 4 weeks by LSM
Wimpy
Steers
Spur
Nando's
Mochachos
McDonald's
Maxi's
KFC
Kauai
Hungry Lion
Chicken Licken
Barcelos
Source: AMPS 2011B (Adults 15+ years)
Sample Size: 16 998 Fast Food (Burgers, Chicken & Grills) bought in the past 4 weeks; See beginning of section for breakdown
Note: all figures based on unweighted numbers
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SAMPLE FROM REPORT INTERNET ACCESS PAST 7 DAYS
31% of Burgers, Chicken & Grill consumers had accessed the Internet in the past 7 days.
Internet access was highest among McDonald’s (47%), Kauai (46%), Steers, and Spur (44%) customers.
Total
Barcelos
Chicken Licken
Hungry Lion
Kauai
KFC
Maxi's
McDonald's
Mochachos
Nando's
Spur
Steers
Wimpy
31%
40%
26%
17%
46%
29%
41%
47%
39%
40%
44%
44%
41%
69%
60%
74%
83%
54%
71%
59%
53%
61%
60%
56%
56%
59%
Internet access in the past 7 days by Fast Food (Burgers, Chicken & Grills) brand
Accessed Internet Past 7 Days Not Accessed Internet Past 7 Days
Source: AMPS 2011B (Adults 15+ years)
Sample Size: 16 998 Fast Food (Burgers, Chicken & Grills) bought in the past 4 weeks; See beginning of section for breakdown
Note: all figures based on unweighted numbers
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SAMPLE FROM REPORT TOP 3 RADIO STATIONS (PAST 7 DAYS)
Metro fm (23%) was the most popular radio station among almost all Burger, Chicken & Grill consumers. However, among
Mochachos customers (27%), 5fm was the most popular radio station listened to in the past 7 days.
Among Chicken Licken (17%) and Hungry Lion (12%) customers, Ukhozi FM was the second most popular radio station listened to
in the past 7 days.
Total Percentage
Metro fm 23%
5fm 15%
Ukhozi FM 12%
Barcelos Percentage
Metro fm 28%
5fm 20%
Ukhozi FM 13%
KFC Percentage
Metro fm 23%
5fm 14%
Ukhozi FM 13%
Nando's Percentage
Metro fm 31%
5fm 19%
Ukhozi FM 14%
Spur Percentage
Metro fm 23%
5fm 21%
Radiosondergrense 17%
Maxi's Percentage
Metro fm 23%
5fm 20%
Radiosondergrense 17%
Chicken Licken Percentage
Metro fm 34%
Ukhozi FM 17%
5fm 14%
Steers Percentage
Metro fm 27%
5fm 22%
Radiosondergrense 12%
McDonald's Percentage
Metro fm 29%
5fm 24%
Radiosondergrense 10%
Hungry Lion Percentage
Metro fm 29%
Ukhozi FM 12%
5fm 12%
Wimpy Percentage
Metro fm 20%
Radiosondergrense 20%
5fm 17%
Mochachos Percentage
5fm 27%
Metro fm 23%
Radiosondergrense 7%
Kauai Percentage
Metro fm 25%
5fm 25%
Ukhozi FM 9%
Source: AMPS 2011B (Adults 15+ years)
Sample Size: 16 998 Fast Food (Burgers, Chicken & Grills) bought in the past 4 weeks; See beginning of section for breakdown
Note: all figures based on unweighted numbers