"Fast Food in New Zealand" is now available at Fast Market Research

Fast food remained the most dynamic major category within consumer foodservice in New Zealand in 2013, becoming more strongly established. New Zealanders have embraced the fast food culture for casual mealtimes or eating snacks. Outlet numbers recorded strong growth of 8% in 2013, up from 3,752 to 4,050, an extra 298 fast food outlets opened during the year.

Competitive Landscape

McDonald's Restaurants (NZ) remained the top ranked company in fast food in 2013; however, its value share fell by one percentage point to 17%. The player’s number of outlets was stagnant in 2013, and its value sales fell slightly due to the continuation of meal deals, dollar deals and family meal deals, all offering discounted prices and resulting in a drop in the spend per transaction. The biggest story for McDonald’s in 2013 was the introduction of Georgie Pie. The rights to this iconic New Zealand brand were purchased by McDonald's Restaurants (NZ) when the chained operation of Georgie Pie closed down. The Georgie Pie brand was launched into six McDonald’s outlets as a pilot introduction in July 2013. In addition, in trying to introduce healthier products to the menu, McDonald’s launched the healthy alternatives of Real Choice salads and McWraps in late 2013; however, not all products proved successful and the trial of premium lamb burgers introduced in 2012 was removed from McDonald’s menu in 2013 due to lack of sales. With the many claims of its being an unhealthy chain, McDonald’s launched the website called "Our Food, Your Questions" in 2013 to tackle frequently asked questions by consumers about the ingredients, sourcing and cooking of McDonald’s products.

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Industry Prospects

It is expected polarisation will continue to occur within fast food in value terms with the offer of dollar and change deals likely to continue, along with combination meal deals; however, at the other end is the introduction of premium food offerings at higher price points. Menus are likely to expand with the offer of healthier options such as wraps and salads. There is also set to be an expansion of drinks and desserts on menus over the forecast period. Further disclosures of ingredients and nutritional information, as well as whether products are low carb, fat-free and gluten-free, are likely to be on menus/pamphlets for the benefit of consumers.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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