Which QSR chains deliver the most value?
YouGov survey reveals UK consumers still choose QSRs over casual dining.
British bakery and cafe chain Greggs leads the quick-service restaurant (QSR) market in the UK for the top brand to deliver the most value, data by YouGov revealed.
The brand commanded a net Value score of 37.7, far outpacing its competitors. In second place is McDonald’s, with a score of 17.4. While significantly behind Greggs, YouGov said that McDonald’s remains a popular choice for its consistent pricing and familiarity. Subway follows with a score of 6.4, carving out a niche among consumers who value its customisable offerings.
KFC and Burger King round out the top five with scores of 4.4 and 1.3, respectively.
The report also noted that consumers will still choose fast food over casual dining in the UK.
Analysing the Value score of QSR, though it has continued its decline since 2020, it has since started to show small signs of recovery this year.
Based on a 26-week moving average, the net Value score for QSR restaurants hovered around 8.9 in September 2020, and dipped to as low as 3.8 in January 2024. However, in more recent times, this score has shown small signs of recovery, rising steadily to about 5.1 as of January 2025.
YouGov said that despite the decline in perceived value over the last half-decade, QSRs continue to have a higher value score than casual dining which has tipped up slightly from 1.9 to 2.5. This is inconsistent in the US where casual dining has gained popularity over QSR chains.
Additionally, despite the dip in value perception for QSRs, the sector's Consideration score grew from 17.7 to nearly 21 over the past five years whilst casual dining has dipped from 10.7 to 8.3.
