Australians are eating less Fast Food, Roy Morgan Research

Posted by AFN Staff Writers on 21st December 2016

Try as they might, Australia’s fast food outlets have not been retaining their visitation rates.

According to Roy Morgan, between 2012 and 2016, the proportion of Australians visiting McDonalds at least once in an average four weeks has declined from 31.2 per cent to 29.4 per cent.

Between 2012 and 2016, the proportion of Australians visiting McDonalds at least once in an average four weeks has declined from 31.2 per cent to 29.4per cent. While this is due partly to the shrinking proportions of Generations Y (from 39.4 per cent to 35.3%) and Z (from 40.3 per cent to 36.1%) eating at or taking away from the hamburger giant, Generation X and Baby Boomers also appear to be losing interest.

Percentage of each generation* who visit burger chains in an average four weeks: 2012 vs 2016

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Source: Roy Morgan Single Source (Australia), Oct 2011-Sept 2012 (n=21,026) and Oct 2015-Sept 2016 (n=14,416), except for *Grill’d, measured from Oct 2014-Sept 2015 (n=15,668). Base: Australians 14+. (NB: red = increased visitation) ‘Visit’ includes eating in, taking away, and/or placing an order. **NB: Roy Morgan ‘Generations’ definitions: Pre-Boomers — Born pre-1946; Baby Boomers — born 1946-1960; Generation X — born 1961-1975; Generation Y — born 1976-1990; Generation Z — born 1991-2005.

KFC rules the roost

KFC leads Australia’s fast-food chicken outlets, even though its visitation rate between 2012 and 2016 dropped slightly. KFC’s popularity is strongest with Gen Y and Gen Z, with Gen Z more likely to visit KFC now than they did in 2012.

Percentage of each generation who visit hot chicken chains in an average four weeks: 2012 vs 2016

Chart 1

Source: Roy Morgan Single Source (Australia), Oct 2011-Sept 2012 (n=21,026) and Oct 2015-Sept 2016 (n=14,416). Base: Australians 14+. (NB: red = increased visitation. ‘Visit’ includes eating in, taking away, and/or placing an order)

Domino’s dominates

The rise of Domino’s is evident when looking at Roy Morgan’s data. The pizza chain is drawing in younger generations with Gen Y’s visitation rate increasing from 13.6 per cent in 2012 to 15.3 per cent in 2016. Generation Z’s visitation rate has increased from 14.2 per cent to 18.5 per cent across this same time period.

Percentage of each generation who visit pizza chains in an average four weeks: 2012 vs 2016

Chart 2

Source: Roy Morgan Single Source (Australia), Oct 2011-Sept 2012 (n=21,026) and Oct 2015-Sept 2016 (n=14,416). Base: Australians 14+. (NB: red = increased visitation. *‘Visit’ includes eating in, taking away, and/or placing an order)

 Norman Morris, Industry Communications Director at Roy Morgan Research, said like any industry, quick service restaurants have changed over the years.

“From Hungry Jacks introducing a vege burger to their menu more than two decades ago, to the appearance of gourmet pizza chains like Crust and Pizza Capers, this is not an industry that is resistant to change,” he said.

“But as Australia’s ‘foodie’ culture grows—evidenced in our changing cuisine preferences and the move towards vegetarianism, for example—the fast food industry is obviously going to be affected. And the much-reported trend among ‘Millennials’ (a group which spans approximately the first half of Generation Z and the second half of Gen Y) for hipster culinary experiences cannot be ignored. In fact, McDonald’s is actively addressing this, even opening an almost unbranded café (The Corner) in Sydney to try out potential hipster-friendly menu items before rolling them out in their stores,” Morris stated.

 

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