Wetherspoons chasing McDonalds as most popular place to eat out

New Peach Factory survey also reveals Wagamama topping the rankings for quality of experience in chain restaurants.

JD Wetherspoon pubs are now a more popular eating-out destination than fast food giants Burger King and KFC, according to new research from Peach Factory. Only McDonalds beats the pub group in popularity as a place to eat for the British public.

The findings come from a survey of 2,000 consumers conducted this March by the Peach Factory market consultancy and international research specialist Harris Interactive and contained in a new Peach Factory report Eating-out and the Consumer.

The research revealed that 38% of adults had eaten at Wetherspoons in the past year, compared to 50% who had been to a McDonalds, the top destination. In contrast, 36% said they had visited KFC, 35% Pizza Hut and 34% Burger King.

'It could be that fast food chains are losing their popularity or that the public is rediscovering its intrinsic fondness for pubs,' said Peach Factory founder Peter Martin. 'The truth is that Wetherspoons has worked hard on its food offering, particularly on the efficiency of its service, which as this survey also shows is a major issue for consumers.'

He said the result confirmed that Wetherspoon had become a real brand, with a high level of recognition with the public. 'Not only have over a third of adults been to a Wetherspoons' pub, but 90% said they recognised the name, the same as for Starbucks.'

The Peach Factory/Harris survey asked consumers three questions about a list of leading eating out concepts: had they heard of them; had they eaten at them in the past year; and how did they rate the experience.

The results highlight Subway, the new fast food kid on the block, as a major challenger to the established QSR operators, with 29% having visited a store in the past year. Significantly, the sandwich chain also has a younger user profile than McDonalds, BK or KFC, with 52% of 16-25s having visited in the last 12months ' a higher number than either BK or KFC.

Most visited pub restaurant chain, apart from Wetherspoon, was Brewers' Fayre, with 26% of adults having eaten there during the year ' although Beefeater had a higher brand recognition.

Starbucks was the most visited coffee chain, with 23% using a store in the last year. Pizza Express was top among casual dining restaurants, with 18% of the population making at least one visit a year.

Casual dining concepts had a higher proportion of women both recognising and using them. Frankie & Benny's was known by 66% of women, compared to 53% of men, while La Tasca was recognised by 23% of female adults and just 16% of men.

Regional variations played a bigger role with middle-sized chains such as Pret a Manger, Nandos and Wagamama, all of which had a significantly higher profile in London, while Pizza Express, for example, now has more even recognition across the country ' possibly down to its supermarket pizza presence.

Pret, Nandos and Wagamama had all been used by around a third of Londoners in the last year, putting them on the same, or even higher, popularity level in the capital as bigger national brands, including Costa, Starbucks and Pizza Hut.

When it comes to quality of experience, Wagamama topped the ratings among the survey's sample of 20 concepts. Of those eating at the noodle bar chain in the last year, 83% scored the experience 'good' or 'excellent'. Pizza Express and La Tasca came next with 78% and 76% 'good' or 'excellent' marks, respectively.

Lowest marks went to McDonalds, with just 29% of its customers giving it a 'good' or 'excellent', and 19% rating the experience 'poor' or 'terrible'. KFC managed a 41% approval rating, though that was well below the 73% 'good' or 'excellent' marks gained by Nando's fast casual chicken offering, and the 63% rating won by Subway.

Top rated pub restaurant chain was Toby, with 73% of its customers giving it a 'good' or 'excellent'. As for Wetherspoons, 63% of its visitors said they had a 'good' or 'excellent' experience.

The survey, said Peter Martin, clearly demonstrated that branded restaurant and pub chains were now a part of British day-to-day life, and that the public were as likely to see them as delivering a quality experience as simply being 'cheap and cheerful'.

The 'Eating-out and the Consumer' report is published by Peach Factory, price £490 (plus VAT). For details contact Christine Martin on 07810 884100.