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The big chook fight: Nando’s and Oporto vs. KFC and Red Rooster

Source: Roy Morgan Single Source (Australia), Apr 2008 – Mar 2013, average quarterly sample = 4,899
Should fast-food chicken Goliaths KFC and Red Rooster be worried? While visits to both restaurant chains have been gradually declining over the last five years, their smaller rivals Nando’s and Oporto are steadily gaining popularity, according to the latest results from Roy Morgan Research.

While 63% of Australians aged 14+ have visited KFC at least once during their lives, and 49% have visited Red Rooster, it’s clear that more and more people are turning to Nando’s and Oporto for their fast-food chicken fix. Both chains enjoyed growth between the April–June 2008 quarter and that of January–March 2013.

Back in 2008, 21% of Aussies reported having visited Nando’s at least once. By 2013, this had grown to 28%. Oporto’s popularity experienced a similar growth, from 14% of Australians having visited as of the April–June 2008 quarter, to 20% in 2013.

Fast Food or Quick Service Restaurants ever visited

fast food chicken satisfaction

Source: Roy Morgan Single Source (Australia), Apr 2008 – Mar 2013, average quarterly sample = 4,899

Not only have total visits increased for Nando’s, there’s also been a marked increase in visitation frequency. In any given four-week period during the April-June 2008 quarter, Australians visited Nando’s an average of 1.56 times. By the January–March 2013 quarter, this had grown to 2.24 visits. The frequency of visits to Oporto also increased slightly, from 2.10 to 2.13.

Geoffrey Smith, General Manager — Consumer Products, Roy Morgan Research, says:

“Increased visitation to Nando’s and Oporto appears to be affecting Australia’s main fast-food chicken chains: over the last five years, traditional favourites KFC and Red Rooster have experienced gradual declines in visitation.

“Despite KFC’s decreasing popularity, it’s still the leading fast-food chicken retailer, particularly among young Australians. Its customers are 24% more likely than the average fast-food consumer to be aged under 25. However, Nando's is also targeting this younger demographic, with their customers twice as likely to be under 25.

“In these changing times, businesses must learn to adapt to an evolving market, and KFC and Red Rooster may need to reconsider how they attract new customers and win back old ones. With public awareness about battery farming growing, perhaps the introduction of a free-range menu could be an option?”

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For comments or more information please contact:

Geoffrey Smith, General Manager — Consumer Products

Office: +61 (2) 9261 8233

Mobile:  +61 413 844 732

Email: Geoffrey Smith@roymorgan.com

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3