Big chains vs local favourites: Where Britons get their fast-food fix

When it comes to fast food in Britain, preference for big-name chains and independent outlets is nearly evenly split. According to the latest YouGov data, 35% of consumers prefer big chains like McDonald's and KFC, while 34% lean towards local or independent outlets. Meanwhile, a quarter (25%) of respondents state they have no preference, and 5% are unsure.

Who prefers what? The role of age and income

Among those who do have a preference, there are notable divides in age and income groups. Younger consumers (18-34) show the strongest preference for big chains, with 57% opting for them compared to 43% of those aged 55+. Preference for big chains is more common among middle-income earners (54%) and higher-income earners (53%), compared to lower-income individuals (48%).

The appeal of big chains: convenience, consistency, and cost

Among those who prefer big chains, the most common reasons include convenience, with 42% citing proximity and accessibility as a key factor. A tendency to trust well-known brands also plays a role, with 37% citing this as a factor. Affordability also plays a role, with 35% considering big chains to be more budget-friendly than local alternatives.

Faster service (27%), lack of awareness of local fast food outlets in the area (26%) and the perception of food being tastier (13%) also sway the preference towards big names of the fast food industry.

Why some Britons swear by local outlets

For those who favour local or independent outlets, the main drivers include the perceived higher quality of food, with 59% believing it is fresher and of better quality. A similar percentage of those who chose local or indie fast-food outlets also feel the food is tastier at these establishments (58%).

A quarter also cite convenience of location as a factor (24%), making it a much smaller factor within this audience than among those who prefer big chains (43%). This could be indicative of the fact that, generally speaking, big chains are more accessible to a higher proportion of Brits.

And while a quarter of those who prefer big chains say they are not aware of many local fast-food outlets in the area, only 5% of those who prefer local outlets cite lack of awareness of big chains as a factor for preferring local outlets.

Burgers, pizza, or fish and chips? Preferences by food type

Fast food preferences vary significantly depending on the type of meal. For burgers, 33% prefer big chains, while 25% opt for local outlets, and 18% have no strong preference. Fried chicken follows a similar pattern, with 34% favouring big chains and only 15% preferring local alternatives, while 36% do not eat this type of food.

Fish and chips, however, is overwhelmingly dominated by local chippies, with 80% of consumers choosing them over big chains, which only attract 2% of preference. Pizza also sees local outlets leading, with 37% of Britons preferring them compared to 23% who go for big brands. Meanwhile, a sizable portion of respondents express no preference across these categories, highlighting the diversity in Britain’s fast-food habits.

These findings highlight the nuanced nature of Britain’s fast-food habits, with preferences shaped by factors such as convenience, quality, and economic considerations.

Image Credit: Valeria Boltneva on Pexels