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SA Restaurant Brands Report - 2015

The South African Restaurant Brands Report is the authoritative brand performance report used by leading restaurant chains and agencies. The report covers a broad range of issues related to both FSR and QSR brands. It is of special relevance to marketing and brand managers, providing a broad range of measures which provide insight into the current state of the restaurant brand landscape.

The report quantifies the performance of 45 SA restaurant brands on 17 key attributes, providing measures for the previous 12 months. The report is based on a survey conducted using an online-panel (ISO 20252 certified) of 350+ middle to upper income restaurant customers (earning more than R5,000 household income per month). The survey has a margin of error of +-5.2% at a 95% confidence level. The results were weighted to approximately represent the national demographics of this group in terms of age, gender, ethnic group and household income.

Key measures include:

Industry revenue and growth FSR & QSR
Average personal and household spend
Spend by demographic
Brand awareness
Brand advertising seen – last 4 weeks
Facebook – brands ever mentioned
Brand penetration
Brand penetration by demographic
Brand purchase frequency
Estimated share of volume (visits) per brand
Restaurant attribute importance
Restaurant attribute importance by demographic segment
Need segments identified
Proportion in each segment and average spending per segment
Segment demographic differences
Brand performance in memory (17 attributes)
Brand signature perceptions per attribute
Brand substitutability (who are the nearest competitors)
Brand Equity: The ABM Index ranking
Healthy eating – foods most want to avoid
Problems identified by consumers
Percentage of time with others versus alone, and who typically accompanies
Usage occasions, most common menu items purchased and usual sources of information consulted regarding restaurants
Most frequent activities to pass time in restaurants

Who would benefit from this report?

  • Consultants
  • Brand owners
  • Potential franchisees
  • Advertising agencies
  • Why buy this report?

Value for money – obtain insights at a fraction of the cost of commisioning your own study.
Solid data to make the right brand positioning and promotion decisions – whether you are launching a new branch or you already have one.
Decide which of the two major needs segments to target.
Measure performance relative to competitors. Discover the weaknesses consumers perceive, not those you imagine.
Measure positioning on key attributes, to provide benchmarks for advertising campaigns.
You’ve got limited budget. Discover the hot buttons (attributes) to press to promote your brand: Should you push trendiness or should you push friendly service etc.?
Discover which attributes brands are poorly differentiated on – identify opportunities to differentiate your brand.
Who are the real threats? Identify who consumers see as the closest substitutes for each brand.
Includes behavioural and spend statistics
Its a new world. Understand the demographics of customers, and how they differ by needs segment.

Table of contents (abbreviated)

Executive summary 7

Methodology 8

Sample demographics 9

Market overview 12

Industry revenue and growth FSR & QSR 12

Average personal and household spend 13

Spend by demographic 14

Brand performance 18

Awareness (recognition) 18

Brand advertising seen – last 4 weeks 21

Facebook – brands ever mentioned 24

Brand penetration 27

Brand penetration by demographic 31

Brand purchase frequency 48

Estimated share of visits per brand (top 20) 52

Brand Equity: The ABM Index 53

Restaurant attribute importance 55

Restaurant attribute importance by demographic segment 56

Need segments identified 66

Proportion in each segment and average spending per segment 67

Segment demographic differences 68

Brand performance in memory – relative 70

Brand signature perceptions 87

Substitutability 132

Healty eating – foods most want to avoid   141

Common annoyances not addressed by restaurants 146

Annoyances by demographic 148

Consumer behaviour 152

Alone versus accompanied 152

Usage occasions, menu and information sources 161

Most frequent activities to pass the time in restaurants 176

Reference list 182

Definitions 182

The 45 brands listed directly below receive full coverage, while certain smaller brands receive more limited coverage (list following):

Burger King
Cape Town Fish Market
Captain DoRego’s
Chicken Licken
Dulce Café
Fego Caffe
House of Coffee
John Dory’s
Juicy Lucy
King Pie
London Pie
Mike’s Kitchen
Mugg & Bean
News Cafe
Ocean Basket
Pizza Perfect
Primi Piatti
Roman’s Pizza
Sandwich Baron
Scooters (Domino’s)
St Elmo’s (Domino’s)
Vida e Caffe
Woolworths restaurant

Smaller brands receiving limited coverage:

Boost Juice Bars
Captain DoRegos
Cattle Baron
Fego caffes
JB Rivers
Mikes Kitchen
Sausage Saloon
St Elmo (Domino’s)

Reporting is split by demographics in certain places (see list of tables/figures) according to age, gender, ethnic group and household income. In certain places additional demographic types may be included at Acentric Marketing Research’s discretion. Note – demographics are broken down according to the following broad groupings:

Age: 16-34 and 35+
Gender: Male and female
Ethnic group: Black, white and other
Household income: R5,000-R10,999, R11,000-R19,999 and R20,000+.

Last updated

The last update available = 2015. To request a quotation on a new version, please lodge a request.


To purchase please go to Acentric's online store.

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