AUSTRALIAN FAST

FOOD MARKET
A guide to target markets and consumer
behaviour
WHAT IS CONSUMER
BEHAVIOUR?

Consumer behavior is the study of

consumers and the processes they use

to choose.
 AUSTRALIAN KEY PLAYERS AND
INDUSTRY RESEARCH
The 'Big Four'

HUNGRY JACKS KFC DOMINOES

MCDONALD'S
McDonald's Australia Holdings Pty
Limited entered the Australian market
in 1971. The company has since
expanded rapidly to over 970 stores
in Australia, and employing close to
5,300 full time workers.
Hungry Jack's has operated in
Australia since 1971, when it opened
its first store in Perth. Hungry Jack's
currently has more than 440 stores
nationally.
owned and operated by Collins Foods
KFC began operating in Australia in
The company operates in Australia,
1968. It currently operates over 430
New Zealand, France, Germany,
stores in Australia. In addition to the
Belgium, the Netherlands and Japan
KFC stores that Yum! Restaurants
through a network of over 2,700
Australia owns and operates,
Domino's Pizza stores, with 720
approximately 250 KFC stores are
located in Australia.
Limited.
 MARKET SHARE
Market shares of Australian key players in the fast-food industry

Mcdonalds
20.1%

01 McDonalds 20.1%

02 Hungry Jacks 9.8%

Hungry Jacks
9.8%
Other
KFC 57%
03 7.9%
KFC
7.9%
04 Dominoes 5.2%
Dominoes
5.2%
Operators have introduced a range of healthier, premium
choices due to emerging health trends
The Fast Food Industry
has grown over the last
Increasing reliance 5 years as consumers
on online delivery
have demanded
platforms has
reduced industry healthier and higher
profitability and is quality in the freshness
forecast to limit of their food.
profitability growth

Demand from

INDUSTRY TRENDS restaurants has

become a growing
Increasing demand for premium and healthy fast
food is projected to boost revenue
source of external
competition for the
industry
 SOCIOECONMIC PERSONAL

INCOME Poorest areas = Higher GENDER Men > Women consume

exposure to fast food more fast food

Food Insecurity AGE 18 - 45 highest consumption

LIFESTYLE Convenient location Intake is shown to increase from

WHY DO PEOPLE BUY highly populated area Adolescence to Young Adult

quick and easy

OCCUPATION Full time workers
EDUCATION Lower eduction correlate to consumption of fast
FAST FOOD? levels are more likely to consume
fast food
food more then people who work
at home

PSYCOLOGICAL SOCIAL
ATTITUDE - correlation between
SOCIAL INTERACTIONS - extensive
impulsive people & fast food
menu choices for group catchups and
consumption social events

MOTIVATION - Convenient SOCIAL CLASS/CULTURE - adults

opposed to cooking as requires with children are more likely to eat at
less effort. fast food restaurants

LIFESTYLE - Common fast-food SOCIAL GROUPS/STATUS - men

intake may have been normalised, with a greater fondness for
leading to higher consumption technology and higher incomes are
more likely to eat fast food
rate
 CONSUMER MOTIVATIONS

"FAST FOOD HAS BEEN SEEN AS A KEY ASPECT OF YOUTH IDENTITY, A WAY OF
EXPRESSING A YOUTHFUL SELF AND LIFESTYLE IMAGE, WHEREAS HEALTHY FOOD HAS
BEEN SHOWN TO CONFLICT WITH THE NORMAL IMAGE OF BEING YOUNG"

ECONOMIC

Family income- depending on if the student's family are financially stable to support children, effects, if students
have a higher budget, if not they, would opt for cheaper fast food.

Level of the standard of living- uni students are generally living in a lower standard of living- just moved out of
home for the first time- find fast food affordable.

Personal income- students studying full time are normally receiving some form of government assistance, have a
limited income, only work limited hours- assume fast food would be cheaper

 CONSUMER MOTIVATIONS

Physiological;
lifestyle- university students studying full
time- go out more- easy to get food out- Lifestyle – many university students
convenient for that lifestyle studying full time, normally having a part

time job are seeking convenience, fast food
motivation-high availability for uni students- is normally cheap and quick and convenient
example- the many fast food options on benefiting university students
campus

Age- university students- younger and have

less experience in cooking- find fast food

Social groups- university

easier.
students often go out with

their friends- choose fast

food as a cheap option to

socialise

 AVERAGE CONSUMER

Name: Mark
Age: 19
Degree: Undergraduate of IT at UOW
Hobbies: Gaming (gamers are generally disinterested in
cooking and will choose convenience over healthy choices)
Coding
Occupation: Part-time tech consultant at JB Hi-fi
Social: Has a big friendship group
 References

Reference list
Brindal, E. and Psych, B. (2010). Exploring fast food consumption behaviours and social
influence. [online] Available at:
https://digital.library.adelaide.edu.au/dspace/bitstream/2440/62481/8/02whole.pdf.
Garza, K.B., Ding, M., Owensby, J.K. and Zizza, C.A. (2016). Impulsivity and Fast-Food
Consumption: A Cross-Sectional Study among Working Adults. Journal of the Academy of
Nutrition and Dietetics, 116(1), pp.61–68.
Janssen, H.G., Davies, I.G., Richardson, L.D. and Stevenson, L. (2017). Determinants of
takeaway and fast food consumption: a narrative review. Nutrition Research Reviews,
[online] 31(1), pp.16–34. Available at: https://www.cambridge.org/core/journals/nutrition-
research-reviews/article/determinants-of-takeaway-and-fast-food-consumption-a-narrative-
review/84FCD3376168AF5B70FBC51B4799ECEF.
login.ezproxy.uow.edu.au. (n.d.). UOW Library resource access. [online] Available at:
https://my-ibisworld-com.ezproxy.uow.edu.au/au/en/industry/h4512/products-and-
markets#major-markets.