Following new menu item announcements from Burger King and McDonald’s to celebrate Queen Elizabeth II’s Platinum Jubilee;

Ramsey Baghdadi, Consumer Analyst at GlobalData, a leading data and analytics company, offers his view:

“Even with the anticipated footfall during the Platinum Jubilee weekend, foodservice providers must also acknowledge continued high demand of online orders. According to a GlobalData survey, 40%* of UK consumers are still extremely or quite concerned about dining out due to the COVID-19 risk. It is therefore vital that foodservice providers optimize digital channels through price promotions and efficient delivery.

“Burger King, a leading fast food giant, is banking on this with price promotions such as the vegan chicken royales, while McDonald’s is changing the Quarter Pounder to the Royale with Cheese for the duration of the long weekend – an affectionate play on words that helps the brand to engage with the celebrations.

“Eventually, we will see more people eating out again but the rate of recovery will be dependent on how brands respond to three fundamental consumer needs: convenience, safety and affordability.

“UK brands have been recovering after months of lockdowns and financial uncertainty. Affordable pricing resulted in McDonald’s and Burger King earning 45% and 44% more, respectively, compared to 2020. Therefore, GlobalData forecasts that in the current financial environment and global political turmoil, consumers will opt for cheaper out-of-home menus which will result in an overall increase in QSR of 21% in the period 2022-23.”

* GlobalData’s 2022 Q1 Global Consumer Survey, March 2022, 22,727 respondents