CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:Burger

King

in

the

United

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Burger

King’sperformance

inthe

restaurant

chain

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202480%

of

Burger

King

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Burger

King’sbrandingresonates

more

with?Burger

Kingrankssecond

inawareness

withintheMillennialsrestaurant

chainmarket?Burger

Kinggenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Burger

Kingis47%?Burger

Kingranksfourth

inusage?Among

Burger

Kingenthusiasts,35%

fallunderthehigh-income

category?Interms

of

loyalty,Burger

Kingisoutside

the

Top

10inthe

United

Kingdom?Consumers

want

theirrestaurant

chainbrandstohavefriendliness,

reliability,

and

honesty

/trustworthiness?Burger

Kinghasascore

of

27%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Burger

King

at

96%Brand

profile:

snapshotBrand

performance

of

BurgerKingintheUnited

Kingdom96%80%47%37%27%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,200,

respondents

who

know

the

individual

brand

(popularity),

n=1,200,

respondentswho

know

the

individual

brand

(usage),

n=445,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,200,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Burger

King’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBurger

Kingbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatBurger

Kingislikedby7%

of

Babyboomers

and29%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

30%,

respectively.30%29%27%

27%ForMillennials

andGen

Z,

37%

and

27%

feel

positivelytowards

Burger

King,

versus

34%

and27%.

Socurrently,

forBurger

King,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.10%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=569,

BurgerKing

enthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Burger

King

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Burger

Kingshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Burger

Kinghasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%52%

ofmen

likeBurger

Kingcomparedto48%

of

women,

whereas

fortheoverall

industry,51%

ofwomen

userestaurant

chainscompared

to

49%

ofmen.51%49%89%88%9%

of

Burger

Kingenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

restaurant

chains,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=569,

BurgerKing

enthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Burger

King

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.19%20%Single35%35%19%19%CoupleSingleparentNuclear35%

ofBurger

King

enthusiastsarefromhigh-income

households.Burger

King’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

15%

ofBurgerKingenthusiastshavethiscurrent

livingsituation.12%12%30%29%35%34%31%Multi-generational3%3%15%14%30%ExtendedOther3%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=569,

BurgerKing

enthusiast,

n=1,166,restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

friendliness,

reliability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arefriendliness,

reliability,

and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Burger

Kingusers

alsoappreciate

thesekey

attributes,indicating

Burger

Kingexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatBurger

Kingenthusiastsare

least

focused

on

arecleverness

andboldness.ReliabilityExclusivityBurger

Kingshouldwork

on

promotinghighvalueto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

restaurantchains,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=445,

BurgerKing

users’,n=569,

BurgerKing

enthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Burger

King

fans,

36%

state

that

they

get

excited

about

restaurantchainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?39%36%36%32%30%28%27%25%24%24%22%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

restaurant

chains

topicsrelating

torestaurant

chainsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

restaurantchains

do

youagreewith?”;

Multi

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=569,

BurgerKing

enthusiast,

n=1,166,restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Burger

King

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinthe

United

Kingdomis80%.Awareness

ofBurger

King,however,

isat96%.Awareness47%

ofUK

restaurant

chainusers

say

theylike

BurgerKing,compared

toanindustryaverage

brandpopularity

of34%.37%

ofindustryusers

intheUnitedKingdomsaytheyuseBurger

King,with

the

average

usageofabrandat25%.BuzzPopularity80%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.Burger

Kinghasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of27%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,200,

respondents

who

know

the

individual

brand

(popularity),

n=1,200,

respondentswho

know

the

individual

brand

(usage),

n=445,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,200,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Burger

Kingranks

second

in

awareness

within

the

restaurant

chain

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBurger

KingRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.4%1McDonald's97%96%96%95%95%93%91%88%80%80%2Burger

KingKFC34Domino's

PizzaSubway5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6PizzaHut7Nando's8PizzaExpressWetherspoonsFrankie

&Benny'sOutofallrespondents,

96%

were

aware

of

BurgerKing.Thisranksthemsecond

compared

to

otherbrandssurveyed

inthismarket.996%AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Burger

King

is

47%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBurgerKingRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McDonald's63%52%47%45%40%39%39%36%36%34%2KFC3Burger

KingDomino's

PizzaWetherspoonsSubway447%Outofconsumers

who

knew

thebrand,

47%

saidtheyliked

Burger

King.Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.553%67Nando's8Five

GuysPizzaHut9PopularityN/A10Toby

Carvery14

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,200,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Burger

Kingranks

fourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBurgerKingRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1McDonald's2KFC47%3Domino's

PizzaBurger

KingWetherspoonsSubway38%37%Outofconsumers

who

knew

thebrand,

37%

saidtheyused

Burger

King.Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.437%536%630%63%7Nando's28%8Five

GuysPizzaHut26%922%UsageN/A10Toby

Carvery20%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,200,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Burger

King

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBurgerKing’sconsumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Nando's20%2WetherspoonsMcDonald'sKFC88%387%487%5Toby

CarverySubway86%686%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7PizzaHut85%8PizzaExpressTaco

Bell85%80%984%Outofrespondents

whohaveused

Burger

King,80%saidthey

would

usethebrand

again.LoyaltyN/A10Wagamama82%16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=445,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Burger

King

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBurgerKingRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McDonald's2Domino's

PizzaKFC32%27%331%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutBurger

King

inthemedia.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4Burger

KingSubway27%517%6Five

Guys13%7PizzaHut12%73%8Dunkin'

DonutsFranco

MancaNando's12%912%BuzzN/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,200,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowth