Chicken rules the roost as South Africans look for more value from fast food

South Africans are eating fewer burgers, looking beyond the cheapest meal and putting more emphasis on quality, portion size and value.

And when it comes to what they’re hungry for, chicken is firmly at the top of the list, with two out of every three of the top 10 “near me” searches for takeaways being for chicken brands, once again cementing chicken as the country’s undisputed fast-food category leader.

These are among the findings of the 2026 Fast Food and QSR Industry Report, a market research publication analysing performance, growth trends and consumer habits across the fast-food sector.

The research explores the latest data and trends shaping how South Africans decide what to eat and where they spend their money. Contributors include Rogerwilco brand strategist Mongezi Mtati, Shaun Pearson of tech implementation company YOUKNOW Technologies, Andrew Fulton of data-driven consumer analytics and research business Eight20, Col’Cacchio CMO Jennifer Hole and Kagiso ‘Freedom’ Sebediela, founder and CEO of the Freedom Hospitality Group.

Together, they found that South Africa’s fast-food industry is entering a more strategically competitive phase, with brands no longer competing on menu items alone. Consumer demands for convenience, accessibility and value are shaping purchasing behaviour, prompting industry players to fight for relevance through store footprints, pricing, promotions, digital engagement, delivery, brand positioning and occasion-led marketing.

Nowhere is this more evident than in the continued dominance of chicken. Chicken brands perform strongly across everything from searches to consumption — not simply because consumers prefer chicken, but because it fits modern household needs for familiarity, accessibility, shareability and value.

The findings also challenge long-held assumptions about loyalty. While established brands continue to benefit from strong awareness and extensive footprints, consumers are increasingly willing to try alternatives when they believe they can get better value.

This was evident in the rise of brands such as Pedros, demonstrating that growth is not reserved for the biggest players. Relevance, accessibility and a compelling value offering can be just as attractive as a familiar name.

Search visibility shows that while chicken comes out tops, burgers remain popular, with McDonald’s capturing more than 12% of search visibility. Together, McDonald’s and KFC account for more than a quarter of all fast-food search visibility, highlighting the powerful role chicken and burger brands continue to play in shaping consumer demand.

Location-based searches were dominated by KFC, McDonald’s, Debonairs and Chicken Licken as the brands consumers are most likely to search for when looking for a nearby meal, suggesting that physical location remains a significant competitive advantage.

“Consumers may be exposed to new campaigns, promotions and viral moments, but when it comes to making a purchase, accessibility often determines where they ultimately spend their money,” the report found.

The fast-food market is also no longer simply a battle between categories.