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Fast food goes premium

As consumers seek convenience, quality, and familiar fast-food favourites with a premium twist, producers can tap into this trend with novel at-home product creations.

Today, premium fast food is a global trend experiencing exponential growth, with British consumers a captive audience. The category elevates these nostalgic fast-food options, often associated with catering to consumers’ quick and affordable food needs. As higher-income-earning shoppers seek premium fast food, these appeal to consumers’ ongoing calls for unique, flavourful, and convenient food.

Globally, the online food delivery market is valued at $1.39 trillion, with 3.9 billion users of online food delivery. Food and beverage (F&B) manufacturers are capitalising on the narrowing gap between dining out and at-home eating with tasty, quality experiences. Now, they’re looking to get a piece of this premium pie.

According to market insights provider Mintel, the UK’s fast food industry was valued at £38.4bn in 2024, and this number is expected to grow to almost £50bn by 2030. As of April 2025, nearly 50,000 fast-food businesses were operating in the UK. Pizza is the most popular choice for fast-food takeaway, with Italian, Chinese, and burgers being favourites among consumers.

Convenient but no longer cheap and cheerful

Gone are the days when fast food was only associated with “cheap and cheerful” convenience. Now, brands are answering consumers’ need for convenience by packing premiumisation into their favourite fast-food picks.

Manufacturers can tap into this trend by taking favourite products, cuisines, fast food combinations, and flavour profiles to create new formulations or shape existing products. Remaining competitive is paramount in today’s F&B industry, and Mintel and Snoop’s SpendMapper data indicate that consumer behaviour and spending habits are changing significantly.

The latest data reveals that consumers on the higher end of the earning scale are increasingly choosing fast food options. In April 2025, almost half (46%) of UK adults with a household income of more than £75,000 ate at fast food restaurants more than once. This 2025 figure has grown by 10% in recent years, up from 36% in April 2023, indicating a growing preference for fast food.

Dubbed the “Posh Poultry” trend by Mintel, the premiumisation of fast food does centre considerably around chicken. More than half (53%) of higher-income-earning British consumers opt for chicken shop buys, compared to 38% of the overall fast food-eating population.

The amount British consumers spend on fast food has also increased, highlighting the importance of quality over quantity for consumers with larger disposable incomes. Mintel and Snoop’s latest SpendMapper data show that consumers with a personal income of £100,000 or more are spending an average of £352 on fast food, compared to the overall average of £334.

With consumers eating out less often, when they do, they want to ensure they have all-round great experiences that deliver on quality, convenience, and taste. Premium fast food satisfies these needs by providing consumers with satisfaction and indulgence while also remaining more affordable compared to other premium food categories.

Premium fast food: The next era

Manufacturers can take inspiration from the growing demand for premium fast-food products by creating bold and adventurous flavours that offer unique taste profile combinations.

Consumers are looking for novel new product development (NPDs) that move beyond mainstream products and flavours like buffalo sauce on chicken wings, loaded fries with chilli and cheese, and nachos with salsa, guacamole, and sour cream. Personalisation can complement premiumisation, offering consumers the opportunity to customise spice levels and try alternative sauces and marinades.

Emerging fried chicken brands in both the US and the UK are leveraging social media to attract consumers. According to Mintel, a third of 18-24-year-olds say that viral images and videos of attractive dishes on social media encourage them to try out a restaurant or takeaway. F&B producers can leverage the concept of sharing experiences via social media, as these are closely tied to individual identity and expression.

Younger professionals, in particular, consider premium food brands as an extension of their more expansive or aspirational lifestyles. Limited-edition rollouts, viral campaigns, and cross-sector collaborations can generate a fear-of-missing-out (FOMO) effect, encouraging consumers to choose their branded goods.

According to Mintel, the next development for premium fast-food brands is to embrace “earned indulgence” to meet the call to balance treats with a health-conscious lifestyle. As consumers increasingly want better-for-you and healthier alternatives, manufacturers can formulate to deliver guilt-free indulgence. They can pitch their formulations as mindful and satisfying choices that provide a well-deserved reward.