The fast-food market place in both the UK and Ireland is a dynamic arena where global giants and home-grown enterprises are engaged in vigorous competition for consumer attention. Meaningful Vision’s recent analysis sheds light on the performance and the growth patterns of international and local brands, revealing the important trends and identifying the winning strategies in the battle for market share.
International Presence: A Comparative Look
International brands wield significant influence in both markets, in the UK they account for approximately 49% of all chained outlets and capture 51% of total visits. Notably, well known international brands exhibit an even stronger presence in Ireland with nearly 61% of the market share. However, 2024 data indicates a slight contraction in the market share of international brands in both countries, suggesting a growing preference for local offerings.
Segment-Specific Dynamics
The prevalence of international brands varies significantly across different fast-food segments in the two countries.
Burgers in the UK are dominated by international giants like McDonald’s, Burger King, and Five Guys, which collectively hold a massive 99% market share of footfall traffic, leaving little room for local competitors. Ireland also sees a strong international presence in its burger sector, though less pronounced at 71%, with local brands like Supermacs maintaining a significant foothold.
Pizza follows a similar pattern, with international chains commanding 90% of the UK market. Interestingly, in Ireland, local players such as Apache Pizza and Four Star Pizza capture a substantial 67% share.
Chicken presents a more balanced scenario. In the UK, established international brands hold 71% of the market, facing strong competition from dynamic local brands like Morleys, Pepe’s, and Dixy’s, as well as from American newcomers Popeyes and Wingstop. Conversely, Ireland’s chicken market is heavily tilted towards international chains, primarily KFC, which controls 89% — though this segment holds potential for future shifts.
Coffee reveals a strong preference for local brands in both countries. In the UK, local businesses capture 76% of the market. In Ireland, local chains, such as Insomnia Coffee and Esquires Coffee Chain, account for a significant portion of foot traffic – 31%. International brands, including Costa Coffee, Caffè Nero, and Starbucks, hold 24% of the UK market and 69% of the Irish market, respectively.
Bakeries and Sandwiches showcase a clear preference for local offerings in the UK, with an impressive 85% market share. In Ireland, however, international brands attract 56% of traffic to coffee shops within this category.
Strategic Insights and Market Dynamics
Maria Vanifatova, CEO of Meaningful Vision, emphasises the importance of understanding these dynamics. “International brands leverage strong brand recognition and operational efficiencies, while local businesses excel in personalised services and adaptability. For businesses aiming to expand in either market, a nuanced understanding of these preferences is crucial.”
Both the UK and Irish fast-food markets are characterized by vigorous competition between international and local brands. While global chains benefit from economies of scale and marketing prowess, local enterprises maintain a competitive edge through tailored offerings and strong community ties. The evolving consumer preferences in each market require constant adaptation and strategic innovation by all players.
Read more on foodservice trends in UK and Ireland.
