QSRs in the UK are offering less value, but they’ve become more tempting

There has been some reports in the media recently about decline in value offered by Quick Service Restaurants (QSRs) in the wake of increasing food prices. But have the price movements in recent months really made an impact on consumer perception of the bang for the buck offered by QSRs?

YouGov BrandIndex data for QSRs (based on a custom sector created using the ten of UK’s most popular chains of the kind) shows that Value scores for the industry have declined. But the trend isn’t a very new one, with the Value score for the industry on the whole gradually going lower and lower since the end of 2020.

Based on a 26-week moving average, the net Value score for QSR restaurants hovered around 8.9 in September 2020, and dipped to as low as 3.8 in January 2024. But in more recent times, this score has shown small signs of recovery, rising steadily to about 5.1 as of January 2025.

So how has the Value proposition of QSRs compared against casual dining restaurants during this period? In spite of the decline in the perceived value being offered by QSRs over the last half a decade, at no point have UK consumers thought of restaurants in that space offering less bang for the buck compared to casual dining restaurants.

Value score of casual dining restaurants have tipped up slightly from 1.9 to 2.5, but at no point has it surpassed QSRs in this regard. This is in contrast to the US, where casual dining has gained pole position in the Value contest.

It seems like common sense that because perceived value of QSRs has declined that the shares of people considering grabbing a bite at these establishments may have declined too. But the data shows that the opposite has happened.

Consideration for QSRs in the UK has grown from 17.7 to nearly 21 over the past five years. On the other hand, Consideration rates for Casual Dining restaurants have dipped from 10.7 to 8.3.

So which QSRs deliver the best Value, according to UK consumers?

Greggs leads the quick-service restaurant (QSR) market in the UK with a commanding net Value score of 37.7, far outpacing its competitors. Known for its affordability and quality, Greggs has established itself as the top choice for consumers seeking value for money.

In second place is McDonald’s, with a score of 17.4. While significantly behind Greggs, McDonald’s remains a popular choice for its consistent pricing and familiarity. Subway follows with a score of 6.4, carving out a niche among consumers who value its customizable offerings.

KFC and Burger King round out the top five with scores of 4.4 and 1.3, respectively.

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