Roy Morgan Research has released its figures for Australian takeaway consumption in 2013. The report includes the average number of takeaway visits per month and the ten most popular chains in the country. While the featured restaurants aren't surprising, the ordering did cause us to raise an eyebrow. Pizza and health-promoting subs aren't as popular as you might think.
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Despite an increased national push for healthier food options, it would appear fast food is as popular as ever if Roy Morgan Research's figures are anything to go by. In 2013, approximately 55 per cent of Australians visited a fast food restaurant at least once in an average four-week period. This figure almost triples when concentrating on McDonald’s customers, who indulged in their favourite takeaway an average of 2.7 times per month.
Below are the top ten fast food brands in Australia, ranked according to popularity and number of visits:
As you can see, McDonald’s is still Australia's takeaway franchise of choice both in terms of visitation frequency and overall popularity. We would have thought mounting competition from Subway and Nandos would have made a bigger dent, but it seems many of you are still enamored with the Big Mac.
According to Roy Morgan Research, McDonald's high placement can be put down to the affordability of its food, extended opening times and large number of drive-through outlets, with brand loyalty also playing a part.
"Of all the fast food chains in the top 10, McDonalds’ customers are the least likely to have visited competitor chains while at the opposite end of the spectrum, Oporto customers have visited more fast food outlets than any other chain’s customers in an average 4 weeks," explains Roy Morgan Research's Warren Reid explained.
We were also surprised by the relatively low placement of Domino's Pizza. When you consider its flexible home delivery system and sophisticated online presence, one would expect it to place much higher.
Interestingly, the most popular fast food restaurants weren't necessarily the most visited by individual customers. Despite placing second overall, KFC was only visited an average of 1.9 times per month. Subway managed to place #2 for total number of visits, which isn't too surprising — the company's marketing and menu specials are geared towards trying different subs every day of the week.
"The ability to identify high-frequency customers allows a fast-food chain to target and refine its marketing campaigns more effectively, with the aim of instilling brand loyalty in this extremely competitive industry," Reid said.
The frequent introduction of new and varied menu items also plays a crucial role in retaining customers. It also keeps Takeaway Truth in business. Hurrah.
Which fast food franchise is your personal favourite? Do you frequent lots of chains or stick to the same handful? Share your thoughts in the comments section below.