---
title: UK fast food & QSR media reputation tracker – August 2026
canonical_url: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08
type: dataset
publisher: Omniscan
sector: UK Fast Food & QSR
period: August 2026
coverage_start: '2026-08-01'
coverage_end: '2026-08-31'
date_published: '2026-09-01'
last_updated: '2026-09-01'
organisations: 10
articles_analysed: 589
mentions: 462
data_download: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/data.json
summary: McDonald's had the highest average monthly share of coverage (29.2%) among
  10 operators in UK earned media from 1 August 2026 to 31 August 2026, ahead of Greggs
  (22.5%) and KFC (15.2%).
---

# UK fast food & QSR media reputation tracker: August 2026 (1 August 2026–31 August 2026)

> McDonald's had the highest average monthly share of coverage (29.2%) among 10 operators in UK earned media from 1 August 2026 to 31 August 2026, ahead of Greggs (22.5%) and KFC (15.2%). Domino's had the most favourable net tone (+85). Omniscan analysed 589 articles containing 462 mentions of the operators tracked.

Interactive version: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08

## UK Fast Food & QSR ranking by share of coverage, August 2026

| Rank | Organisation | Average monthly share of coverage | Mentions | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- | --- | --- | --- |
| 1 | McDonald's | 29.2% | 135 | 59% | 37% | 4% | +56 |
| 2 | Greggs | 22.5% | 104 | 59% | 35% | 6% | +53 |
| 3 | KFC | 15.2% | 70 | 66% | 24% | 10% | +56 |
| 4 | Domino's | 11.5% | 53 | 85% | 15% | 0% | +85 |
| 5 | Burger King | 6.3% | 29 | 86% | 7% | 7% | +79 |
| 6 | Wagamama | 5.4% | 25 | 84% | 12% | 4% | +80 |
| 7 | Pret a Manger | 5.0% | 23 | 9% | 74% | 17% | −9 |
| 8 | Five Guys | 2.6% | 12 | 83% | 17% | 0% | +83 |
| 9 | Nando's | 1.3% | 6 | 0% | 50% | 50% | −50 |
| 10 | Subway | 1.1% | 5 | 60% | 20% | 20% | +40 |

## Operators in detail

### McDonald's

**McDonald’s leads despite a mid-year competitive dip**

McDonald's ranked 1st of 10 by average monthly share of coverage (29.2%) in the UK Fast Food & QSR benchmark for August 2026, with 135 mentions and a net tone of +56.

August 2026: share rose five points to 29.2% and rank moved from second to first; stories included the Xbox-linked menu, returning Mini Hash Browns and Hawick planning approval. August 2026: McDonald’s launched an Xbox-inspired menu and digital-rewards promotion, covered by QSR Media. McDonald's has opened sign-ups for free UK Fun Football sessions for children aged 5-11. The programme includes disability-inclusive sessions and targets participation in deprived communities. McDonald's UK&I is relaunching Mini Hash Browns for breakfast from 25 August in a limited-time 15-piece Sharebox. Customer reactions to the returning item are largely enthusiastic. McDonald's UK and Ireland will launch a limited gaming-themed menu on 25 August, including returning Black Pepper and Garlic Chicken Nuggets and a new Fiery Buffalo Dip. The promotion also includes app rewards for in-game items.

Key messages:

- McDonald's has opened sign-ups for free UK Fun Football sessions for children aged 5-11. The programme includes disability-inclusive sessions and targets participation in deprived communities.
- McDonald's UK&I is relaunching Mini Hash Browns for breakfast from 25 August in a limited-time 15-piece Sharebox. Customer reactions to the returning item are largely enthusiastic.
- McDonald's UK and Ireland will launch a limited gaming-themed menu on 25 August, including returning Black Pepper and Garlic Chicken Nuggets and a new Fiery Buffalo Dip. The promotion also includes app rewards for in-game items.
- EUIPO rejected Supermac's appeal to register its name as an EU trademark, finding potential confusion with McDonald's Big Mac trademark. The ruling does not affect Supermac's Irish trading.
- The UK Intellectual Property Office allowed Irish fast-food chain Supermac's to register its name and logo in the UK, rejecting McDonald's trademark opposition. The decision could support Supermac's plans to develop its brand in Britain.

Leading themes:

- Food, Menu & Product: 46.7% of McDonald's's coverage (theme index 1.8, net tone +75)
- Openings, Closures & Expansion: 26.7% of McDonald's's coverage (theme index 0.9, net tone +36)
- ESG & Community: 8.9% of McDonald's's coverage (theme index 2.24, net tone +75)

Notable positive coverage:

- 27 August 2026, lancs.live: [Families can now sign up for free football sessions across the country](https://www.lancs.live/whats-on/whats-on-news/families-can-now-sign-up-34525723). McDonald's has opened sign-ups for free UK Fun Football sessions for children aged 5-11. The programme includes disability-inclusive sessions and targets participation in deprived communities.
- 19 August 2026, somersetcountygazette.co.uk: [McDonald's customers delighted by 'amazing' menu item relaunched after 2 years](https://www.somersetcountygazette.co.uk/news/26475537.mcdonalds-fans-delighted-mini-hash-browns-back-menu/). McDonald's UK&I is relaunching Mini Hash Browns for breakfast from 25 August in a limited-time 15-piece Sharebox. Customer reactions to the returning item are largely enthusiastic.
- 20 August 2026, mirror.co.uk: [McDonald's brings US viral fan favourite to UK in new menu shakeup](https://www.mirror.co.uk/news/uk-news/mcdonalds-new-menu-buffalo-dip-37568969). McDonald's UK and Ireland will launch a limited gaming-themed menu on 25 August, including returning Black Pepper and Garlic Chicken Nuggets and a new Fiery Buffalo Dip. The promotion also includes app rewards for in-game items.

Notable negative coverage:

- 7 August 2026, rte.ie: [Supermac's wins UK trademark battle with McDonald's](https://www.rte.ie/news/business/2026/0807/1586953-supermacs-eu-trademark-mcdonalds/). The UK Intellectual Property Office allowed Irish fast-food chain Supermac's to register its name and logo in the UK, rejecting McDonald's trademark opposition. The decision could support Supermac's plans to develop its brand in Britain.
- 29 August 2026, hellorayo.co.uk: [Parish council opposes plans for 24-hour McDonald's near Devizes](https://www.hellorayo.co.uk/greatest-hits/swindon/news/parish-council-opposes-devizes-mcdonalds-plans). Bishops Cannings Parish Council has objected to plans for a 24-hour McDonald's drive-through near Devizes, citing rural-environment, traffic, noise and litter concerns. McDonald's says the proposed site would create 120 jobs and generate up to £60,000 in annual business rates.
- 19 August 2026, dailystar.co.uk: [Luisa Zissman slams McDonald's customers as 'lazy sloths' in brutal rant](https://www.dailystar.co.uk/showbiz/apprentice-star-luisa-zissman-slams-37571146). Luisa Zissman criticised McDonald's and its customers on a podcast, calling the food unhealthy and lacking nutritional value. The comments prompted online backlash.

- [McDonald's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=mcdonalds&view=deep-dive)
- [McDonald's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/mcdonalds.pdf)

### Greggs

**Greggs alternated between first and second as coverage diversified**

Greggs ranked 2nd of 10 by average monthly share of coverage (22.5%) in the UK Fast Food & QSR benchmark for August 2026, with 104 mentions and a net tone of +53.

In August 2026, Greggs recorded 104 mentions, 22.5% of cohort coverage and rank #2, with net sentiment of +53. Coverage focused on Food, Menu & Product. Greggs renamed its Sausage, Bean & Cheese Melt after Andy Burnham highlighted it as his favourite item. The chain said sales at a branch near No. 10 doubled following the endorsement. Greggs will launch its autumn menu on 3 September, including the returning Steak & Stilton Bake and 10 other food and drink items. The range will be sold in North East shops and more widely through shops and Click + Collect. Greggs has launched a weather-triggered £4.75 Quicknic meal deal, available regionally when its formula meets a specified score. The offer combines a cold baguette with selected rolls and is promoted as an outdoor lunch incentive.

Key messages:

- Greggs renamed its Sausage, Bean & Cheese Melt after Andy Burnham highlighted it as his favourite item. The chain said sales at a branch near No. 10 doubled following the endorsement.
- Greggs will launch its autumn menu on 3 September, including the returning Steak & Stilton Bake and 10 other food and drink items. The range will be sold in North East shops and more widely through shops and Click + Collect.
- Greggs has launched a weather-triggered £4.75 Quicknic meal deal, available regionally when its formula meets a specified score. The offer combines a cold baguette with selected rolls and is promoted as an outdoor lunch incentive.
- Greggs plans to open 100 to 110 UK shops in 2026 and trial 10 self-service Greggs Express sites in petrol stations. The chain is targeting 3,500 locations over the longer term while seeking to protect value after May price increases.
- Greggs shares fell after Davy Research cut its rating to neutral from outperform, saying the strengths of its store rollout and cashflow model were already reflected in the valuation.

Leading themes:

- Food, Menu & Product: 32.7% of Greggs's coverage (theme index 1.03, net tone +91)
- Trading & Results: 22.1% of Greggs's coverage (theme index 2.33, net tone +30)
- Openings, Closures & Expansion: 19.2% of Greggs's coverage (theme index 0.61, net tone +60)

Notable positive coverage:

- 13 August 2026, lbc.co.uk: [Greggs renames Andy Burnham's favourite pastry after PM's LBC interview sends sales 'through the roof'](https://www.lbc.co.uk/videos/2JsSf7HD9WQ/). The article reports that Greggs renamed Andy Burnham’s favourite pastry after an LBC interview prompted sales to rise “through the roof”.
- 20 August 2026, thenorthernecho.co.uk: [Greggs' new autumn menu items available at 200 North East shops in weeks](https://www.thenorthernecho.co.uk/news/26481388.greggs-autumn-menu-rolling-200-north-east-bakeries/). Greggs will launch its autumn menu on 3 September, including the returning Steak & Stilton Bake and 10 other food and drink items. The range will be sold in North East shops and more widely through shops and Click + Collect.
- 20 August 2026, runcornandwidnesworld.co.uk: [Greggs reveals its new autumn menu for 2026 with popular item returning](https://www.runcornandwidnesworld.co.uk/news/national/uk-today/26480471.greggs-announces-return-popular-steak-stilton-bake/). Greggs has announced a nationwide autumn menu led by the returning Steak & Stilton Bake. New and returning items include buffalo chicken products, seasonal drinks and sweet treats from 3 September.

Notable negative coverage:

- 12 August 2026, independent.co.uk: [Stocks steady as US inflation cools as expected](https://www.independent.co.uk/news/business/aim-federal-reserve-balfour-beatty-jpmorgan-dow-jones-industrial-average-b3032003.html). Greggs shares fell after Davy Research cut its rating to neutral from outperform, saying the strengths of its store rollout and cashflow model were already reflected in the valuation.
- 4 August 2026, reuters.com: [(PG.N) | Stock Price & Latest News](https://www.reuters.com/markets/companies/PG.N/). Greggs said its CFO Richard Hutton will step down after 28 years, sending its shares down in early trading.
- 12 August 2026, lse.co.uk: [LONDON MARKET CLOSE: Stocks steady as US inflation cools as expected](https://www.lse.co.uk/news/london-market-close-stocks-steady-as-us-inflation-cools-as-expected-0j09jiq2jct3aso.html). Greggs shares fell after Davy Research downgraded the stock to neutral, arguing that the company's operational strengths were already reflected in its valuation.

- [Greggs deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=greggs&view=deep-dive)
- [Greggs PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/greggs.pdf)

### KFC

**KFC regained third place as menu innovation broadened coverage**

KFC ranked 3rd of 10 by average monthly share of coverage (15.2%) in the UK Fast Food & QSR benchmark for August 2026, with 70 mentions and a net tone of +56.

August’s 15.2% share accompanied the Shoreditch chicken-and-wine pop-up, new restaurant investment, a senior digital appointment and further trading coverage. August 2026: the Evening Standard reported KFC and La Vieille Ferme’s four-day Coq au Vin wine-bar pop-up in Shoreditch. KFC and Doritos have launched a loaded-crisp-bag collaboration in European markets, with a UK rollout not yet confirmed. The article notes recent UK and Ireland menu launches and record sales for KFC. KFC franchisee Gerard Nicholas and NNA Ltd won a global franchise-partner award after 50 years with the chain. Its regional estate employs 340 people, with two planned openings expected to create further jobs. A KFC restaurant in Mapperley, Nottingham, is expected to close for a considerable period after a kitchen fire caused heavy smoke damage. Engineers will need to carry out major restoration work.

Key messages:

- KFC UK and Ireland is launching a four-day Shoreditch pop-up wine bar with La Vieille Ferme over the August bank holiday. The event pairs fried chicken menu items with wine, including the returning Chicken Wine label.
- KFC and Doritos have launched a loaded-crisp-bag collaboration in European markets, with a UK rollout not yet confirmed. The article notes recent UK and Ireland menu launches and record sales for KFC.
- KFC franchisee Gerard Nicholas and NNA Ltd won a global franchise-partner award after 50 years with the chain. Its regional estate employs 340 people, with two planned openings expected to create further jobs.
- A KFC restaurant in Mapperley, Nottingham, is expected to close for a considerable period after a kitchen fire caused heavy smoke damage. Engineers will need to carry out major restoration work.
- KFC has applied to extend delivery-only hours at its Worcester Park branch, prompting resident objections over late-night moped and driver noise. Sutton Council will decide the application after considering the operator's proposed driver code of conduct.

Leading themes:

- Food, Menu & Product: 41.4% of KFC's coverage (theme index 1.36, net tone +93)
- Openings, Closures & Expansion: 32.9% of KFC's coverage (theme index 1.17, net tone +22)
- Leadership, Franchising & M&A: 8.6% of KFC's coverage (theme index 6.72, net tone +83)

Notable positive coverage:

- 20 August 2026, standard.co.uk: [KFC opens 'Coq au Vin' wine bar in east London](https://www.standard.co.uk/news/london/kfc-coq-au-vin-wine-bar-shoreditch-east-london-b1294127.html). KFC UK & Ireland and La Vieille Ferme are opening the four-day Coq au Vin wine-bar pop-up in Shoreditch for the August bank holiday. The event pairs KFC chicken dishes with selected wines.
- 18 August 2026, mca-insight.com: [Why KFC and Doritos want you to bring your own bag](https://www.mca-insight.com/innovation/why-kfc-and-doritos-want-you-to-bring-your-own-bag/722534.article). KFC and Doritos have collaborated on a menu item combining Crispy Tenders with loaded tortilla chips, served in a custom side-opening bag.
- 25 August 2026, rossgazette.com: [UK Entrepreneur Wins KFC Global Honour](https://www.rossgazette.com/news/gerard-nicholas-celebrates-kfc-global-award-and-50-years-in-business-940306). KFC franchisee Gerard Nicholas and NNA Ltd won a global franchise-partner award after 50 years with the chain. Its regional estate employs 340 people, with two planned openings expected to create further jobs.

Notable negative coverage:

- 17 August 2026, nottinghampost.com: [Fire means KFC is unlikely to reopen any time soon](https://www.nottinghampost.com/news/nottingham-news/nottingham-kfc-fire-closes-restaurant-11113751). A KFC restaurant in Mapperley, Nottingham, is expected to close for a considerable period after a kitchen fire caused heavy smoke damage. Engineers will need to carry out major restoration work.
- 15 August 2026, mylondon.news: [Residents of 'pin-drop quiet' neighbourhood worry about KFC 2am plans](https://www.mylondon.news/news/south-london-news/residents-pin-drop-quiet-south-34454670). Residents objected to a Chessington KFC's application to extend delivery-only opening hours until 2am, citing moped noise. The licensing committee will publish its decision shortly.
- 6 August 2026, manchestereveningnews.co.uk: [KFC confirms closure of Manchester restaurant after 32 years as chain moves in](https://www.manchestereveningnews.co.uk/whats-on/whats-on-news/kfc-confirms-closure-manchester-restaurant-34416984). KFC has closed its 32-year-old Barlow Moor Road restaurant in Chorlton, with staff moved to nearby sites. Burger King plans to open in the premises and offer 1,000 free burgers on launch day.

- [KFC deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=kfc&view=deep-dive)
- [KFC PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/kfc.pdf)

### Domino's

**Domino’s rebounds as products, results and expansion reshape coverage**

Domino's ranked 4th of 10 by average monthly share of coverage (11.5%) in the UK Fast Food & QSR benchmark for August 2026, with 53 mentions and a net tone of +85.

In August 2026, Domino's recorded 53 mentions, 11.5% of cohort coverage and rank #4, with net sentiment of +85. Coverage focused on Trading & Results. August 2026: Domino’s reported higher first-half underlying EBITDA alongside World Cup demand — Reuters. Shore Capital upgraded Domino's Pizza Group, the UK master franchisee, to buy and set a 270p target price. The article reports higher sales, revenue, earnings and free cash flow in the first half. Domino's and Trainline are trialling advance pizza delivery to passengers' seats on selected Lumo services over the Bank Holiday weekend. The article also notes Domino's plans for 5,000 UK and Ireland store and delivery jobs before Christmas. A Domino's assistant store manager describes choosing to remain with the pizza chain rather than attend university and progressing from an entry-level role. The article also cites Domino's research on alternative career routes for younger workers.

Key messages:

- Domino's Pizza Group reported a 3.6% increase in first-half underlying EBITDA to £66.2m, aided by World Cup demand and new products. UK and Ireland system sales rose more than 6% year on year.
- Shore Capital upgraded Domino's Pizza Group, the UK master franchisee, to buy and set a 270p target price. The article reports higher sales, revenue, earnings and free cash flow in the first half.
- Domino's and Trainline are trialling advance pizza delivery to passengers' seats on selected Lumo services over the Bank Holiday weekend. The article also notes Domino's plans for 5,000 UK and Ireland store and delivery jobs before Christmas.
- A Domino's assistant store manager describes choosing to remain with the pizza chain rather than attend university and progressing from an entry-level role. The article also cites Domino's research on alternative career routes for younger workers.
- Herefordshire Council approved plans to convert a former HSBC bank in Leominster into a Domino's outlet. Conditions cover operating hours, deliveries, noise and odour.

Leading themes:

- Trading & Results: 54.7% of Domino's's coverage (theme index 7.99, net tone +90)
- Openings, Closures & Expansion: 13.2% of Domino's's coverage (theme index 0.43, net tone +43)
- Food, Menu & Product: 11.3% of Domino's's coverage (theme index 0.33, net tone +100)

Notable positive coverage:

- 4 August 2026, reuters.com: [UK's Domino's gets boost from pizza demand during World Cup](https://www.reuters.com/business/uks-dominos-pizza-logs-higher-interim-profit-helped-by-soccer-2026-08-04/). Domino's Pizza Group reported a 3.6% increase in first-half underlying EBITDA to £66.2m, aided by World Cup demand and new products. UK and Ireland system sales rose more than 6% year on year.
- 21 August 2026, uk.finance.yahoo.com: [Shore Capital upgrades Domino's Pizza Group to buy, lifts target to 270p](https://uk.finance.yahoo.com/news/shore-capital-upgrades-dominos-pizza-104800438.html). Shore Capital upgraded Domino's Pizza Group, the UK master franchisee, to buy and set a 270p target price. The article reports higher sales, revenue, earnings and free cash flow in the first half.
- 26 August 2026, express.co.uk: [Train passengers can get free Domino's if travelling specific route this weekend](https://www.express.co.uk/travel/articles/2242659/Train-passengers-free-Dominos-weekend). Domino's and Trainline are offering pre-booked free pizzas to passengers on selected Lumo services over the Bank Holiday weekend. Orders are collected at Preston under the Train Thru promotion.

- [Domino's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=dominos&view=deep-dive)
- [Domino's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/dominos.pdf)

### Burger King

**Burger King ranks fourth as expansion and menu launches reshape coverage**

Burger King ranked 5th of 10 by average monthly share of coverage (6.3%) in the UK Fast Food & QSR benchmark for August 2026, with 29 mentions and a net tone of +79.

In August 2026, Burger King recorded 29 mentions, 6.3% of cohort coverage and rank #5, with net sentiment of +79. Coverage focused on Openings, Closures & Expansion. August 2026: Campaign reported the Decision-Free Drive-Thru at Burger King’s Merton restaurant. Burger King is set to close at Addenbrooke's Hospital as the trust replaces it with food outlets it describes as healthier options. The decision has prompted mixed public reactions. Burger King UK has deployed Openr across approximately 300 company-owned sites to centralise product and pricing management. The system supported its World Cup pricing strategy after an eight-week implementation. The article revisits Burger King UK's 2020 social-media message encouraging customers to support McDonald's and other restaurants during COVID restrictions. The campaign aimed to support restaurant workers and the wider sector.

Key messages:

- Burger King has launched a “Decision-free drive-thru” at its Merton restaurant in Priory Retail Park. The initiative is positioned as a way to reduce customer decision fatigue.
- Burger King is set to close at Addenbrooke's Hospital as the trust replaces it with food outlets it describes as healthier options. The decision has prompted mixed public reactions.
- Burger King UK has deployed Openr across approximately 300 company-owned sites to centralise product and pricing management. The system supported its World Cup pricing strategy after an eight-week implementation.
- The article revisits Burger King UK's 2020 social-media message encouraging customers to support McDonald's and other restaurants during COVID restrictions. The campaign aimed to support restaurant workers and the wider sector.
- Burger King UK will run a one-day Decision-Free Drive-Thru at its Merton site for National Burger Day. The drive-thru will serve only a Burger Buddies three-piece box containing mini versions of three burgers.

Leading themes:

- Openings, Closures & Expansion: 58.6% of Burger King's coverage (theme index 2.19, net tone +88)
- Food, Menu & Product: 24.1% of Burger King's coverage (theme index 0.74, net tone +86)
- Other: 6.9% of Burger King's coverage (theme index 1.99, net tone +50)

Notable positive coverage:

- 27 August 2026, campaignlive.co.uk: [Burger King combats decision fatigue with ‘Decision-free drive-thru’](https://www.campaignlive.co.uk/article/burger-king-combats-decision-fatigue-decision-free-drive-thru/1968489). Burger King has launched a “Decision-free drive-thru” at its Merton restaurant in Priory Retail Park. The initiative is positioned as a way to reduce customer decision fatigue.
- 27 August 2026, qsrmedia.co.uk: [Burger King UK launches first 'Decision-Free Drive-Thru'](https://qsrmedia.co.uk/marketing/news/burger-king-uk-launches-first-decision-free-drive-thru). Burger King UK will run a one-day Decision-Free Drive-Thru at its Merton site for National Burger Day. The drive-thru will serve only a Burger Buddies three-piece box containing mini versions of three burgers.
- 25 August 2026, thesun.co.uk: [Britain’s first 'decision-free' drive thru is launched by major fast food chain](https://www.thesun.co.uk/money/40167680/burger-king/). Burger King is trialling a decision-free drive-thru at its Priory Retail Park, London location for National Burger Day. Customers can order a Burger Buddies box containing snackable versions of three burgers, with the range also sold across the UK.

Notable negative coverage:

- 14 August 2026, bbc.co.uk: [Addenbrooke's Hospital swaps Burger King for jacket potato company](https://www.bbc.co.uk/news/articles/c2352d9e493o). Burger King is closing its Addenbrooke's Hospital outlet in Cambridge as the hospital introduces food outlets it describes as healthier options.
- 22 August 2026, cambridge-news.co.uk: [Hospital's bid to get healthy despite 'nothing wrong' with existing options](https://www.cambridge-news.co.uk/news/news-opinion/hospitals-bid-healthy-despite-nothing-34469356). Burger King is set to close at Addenbrooke's Hospital as the trust replaces it with food outlets it describes as healthier options. The decision has prompted mixed public reactions.

- [Burger King deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=burgerking&view=deep-dive)
- [Burger King PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/burgerking.pdf)

### Wagamama

**Wagamama visibility rebounds amid expansion, travel-hub and menu coverage**

Wagamama ranked 6th of 10 by average monthly share of coverage (5.4%) in the UK Fast Food & QSR benchmark for August 2026, with 25 mentions and a net tone of +80.

August 2026: share rose 0.5 percentage points to 5.4% and rank improved to sixth; stories included the Birmingham Airport opening and planned Bristol Airport restaurant. Wagamama is set to open in Bristol Airport's departure lounge next summer as part of the airport's expansion. The outlet will offer its core menu plus breakfast, children's and vegan options. Wagamama has opened its first Birmingham Airport restaurant, operated by TRG Concessions. The brand is also expanding into Heathrow and motorway service stations. Wagamama has introduced a UK secret-menu hack allowing customers to add free Buldak hot sauce to selected drinks and dessert items until October. The activity extends its summer Buldak menu partnership. Wagamama has agreed a multi-year partnership to become Hyrox's official UK and Ireland national restaurant partner from the 2026/27 season. It will attend six major events across the UK and Ireland.

Key messages:

- Wagamama is set to open in Bristol Airport's departure lounge next summer as part of the airport's expansion. The outlet will offer its core menu plus breakfast, children's and vegan options.
- Wagamama has opened its first Birmingham Airport restaurant, operated by TRG Concessions. The brand is also expanding into Heathrow and motorway service stations.
- Wagamama has introduced a UK secret-menu hack allowing customers to add free Buldak hot sauce to selected drinks and dessert items until October. The activity extends its summer Buldak menu partnership.
- Wagamama has agreed a multi-year partnership to become Hyrox's official UK and Ireland national restaurant partner from the 2026/27 season. It will attend six major events across the UK and Ireland.
- Wagamama will open its first Thanet branch at Westwood Cross on August 31, creating at least 50 jobs. The launch includes free meals and Soul Club preview events.

Leading themes:

- Openings, Closures & Expansion: 76.0% of Wagamama's coverage (theme index 2.91, net tone +95)
- Food, Menu & Product: 12.0% of Wagamama's coverage (theme index 0.36, net tone +67)
- ESG & Community: 4.0% of Wagamama's coverage (theme index 0.73, net tone +100)

Notable positive coverage:

- 17 August 2026, business-live.co.uk: [Wagamama and Bill's among restaurants set to open at Bristol Airport](https://www.business-live.co.uk/retail-consumer/wagamama-bills-among-restaurants-set-34469440). Wagamama is set to open in Bristol Airport's departure lounge next summer as part of the airport's expansion. The outlet will offer its core menu plus breakfast, children's and vegan options.
- 1 August 2026, bristolpost.co.uk: [Popular restaurant chain announces expansion into motorway services](https://www.bristolpost.co.uk/whats-on/food-drink/popular-restaurant-chain-wagamama-announces-11075905). Wagamama will open its first UK motorway-service restaurants at Beaconsfield and Cobham services. The chain also plans further travel-hub growth.
- 26 August 2026, vergemagazine.co.uk: [WAGAMAMA LAUNCHES SECRET BULDAK ‘SWICY’ MENU HACK ACROSS THE UK!](https://vergemagazine.co.uk/wagamama-launches-secret-buldak-swicy-menu-hack-across-the-ukwagamama-launches-secret-buldak-swicy-menu-hack-across-the-uk/). Wagamama has introduced a UK secret-menu hack allowing customers to add free Buldak hot sauce to selected drinks and dessert items until October. The activity extends its summer Buldak menu partnership.

- [Wagamama deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=wagamama&view=deep-dive)
- [Wagamama PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/wagamama.pdf)

### Pret a Manger

**Pret’s visibility rose alongside roadside expansion before coverage broadened**

Pret a Manger ranked 7th of 10 by average monthly share of coverage (5.0%) in the UK Fast Food & QSR benchmark for August 2026, with 23 mentions and a net tone of −9.

August 2026: share declined 0.8 points to 5.0% and rank moved from sixth to seventh; contemporaneous company-focused reporting covered Rainham welfare protests, Harrogate accessibility and the Heathrow concept store. Pret A Manger has opened a bespoke concept store in Heathrow Terminal 5 Arrivals. The site is designed for airport passenger flows and offers food prepared in an onsite kitchen. Animal-welfare activists protested at the opening of a Pret a Manger café in Rainham, alleging the chain has failed to meet a chicken-welfare commitment. Pret said its UK chicken meets five of six Better Chicken Commitment standards and that it has a roadmap to full compliance. A wheelchair user was unable to enter Pret a Manger's Harrogate branch because its assistance bell and access ramp were reportedly out of order. Pret apologised, said the equipment is now operational and reinforced accessibility expectations with staff.

Key messages:

- Pret A Manger has opened a bespoke concept store in Heathrow Terminal 5 Arrivals. The site is designed for airport passenger flows and offers food prepared in an onsite kitchen.
- Animal-welfare activists protested at the opening of a Pret a Manger café in Rainham, alleging the chain has failed to meet a chicken-welfare commitment. Pret said its UK chicken meets five of six Better Chicken Commitment standards and that it has a roadmap to full compliance.
- A wheelchair user was unable to enter Pret a Manger's Harrogate branch because its assistance bell and access ramp were reportedly out of order. Pret apologised, said the equipment is now operational and reinforced accessibility expectations with staff.
- The article title reports that Pret A Manger has added a new sourdough baguette. No further article content was available.
- Pret a Manger is proposed to replace a Subway at a BP Budgens site in Marlborough, Wiltshire. The licence application seeks permission for late-night refreshment and 24-hour off-sales of alcohol.

Leading themes:

- Health, Nutrition & HFSS: 39.1% of Pret a Manger's coverage (theme index 10.74, net tone 0)
- ESG & Community: 21.7% of Pret a Manger's coverage (theme index 4.77, net tone −80)
- Openings, Closures & Expansion: 17.4% of Pret a Manger's coverage (theme index 0.59, net tone +50)

Notable positive coverage:

- 16 August 2026, 365retail.co.uk: [Pret A Manger Unveils New Heathrow T5 Concept Store](https://365retail.co.uk/pret-a-manger-unveils-new-heathrow-t5-concept-store/). Pret A Manger has opened a bespoke concept store in Heathrow Terminal 5 Arrivals. The site is designed for airport passenger flows and offers food prepared in an onsite kitchen.

Notable negative coverage:

- 13 August 2026, restaurantonline.co.uk: [Animal welfare activists target Pret A Manger store launch](https://www.restaurantonline.co.uk/Article/2026/08/13/animal-welfare-activists-target-pret-a-manger-store-launch/). Animal-welfare group Anima protested at a new Pret a Manger store, alleging the chain has failed to meet chicken-welfare commitments. The article also notes earlier protests targeting KFC over fast-growing chickens.
- 14 August 2026, essexlive.news: ['Giant frankenchicken' the size of a car spotted outside Essex's newest café](https://www.essexlive.news/news/essex-news/giant-frankenchicken-size-car-spotted-11110870). Animal-welfare activists protested at the opening of a Pret a Manger café in Rainham, alleging the chain has failed to meet a chicken-welfare commitment. Pret said its UK chicken meets five of six Better Chicken Commitment standards and that it has a roadmap to full compliance.
- 10 August 2026, yorkpress.co.uk: ['Unacceptable' - wheelchair user unable to get into North Yorkshire food chain](https://www.yorkpress.co.uk/news/26450701.pret-manger-harrogate-store-failure-disability-ramp/). A wheelchair user was unable to enter Pret a Manger's Harrogate branch because its assistance bell and access ramp were reportedly out of order. Pret apologised, said the equipment is now operational and reinforced accessibility expectations with staff.

- [Pret a Manger deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=pretamanger&view=deep-dive)
- [Pret a Manger PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/pretamanger.pdf)

### Five Guys

**Five Guys’ visibility broadened from menu launches to rewards**

Five Guys ranked 8th of 10 by average monthly share of coverage (2.6%) in the UK Fast Food & QSR benchmark for August 2026, with 12 mentions and a net tone of +83.

August reached 2.6% and eighth place as National Burger Day rewards, Hawkstone Cider, Kaleb Cooper activity and the Meadowhall lease renewal broadened the agenda beyond a single offer. Five Guys UK has added Hawkstone Cider to its drinks menu through a partnership with Kaleb Cooper's brand. The chain highlighted its use of British beef, potatoes and cider across UK restaurants. Five Guys is offering a National Burger Day buy-one-get-one-free burger promotion through Five Guys Rewards across qualifying UK restaurants. The article says the chain has grown to 178 UK restaurants since its 2013 launch. Five Guys renewed its Meadowhall restaurant lease as the shopping centre completed a wider set of food and beverage lettings. The renewal is part of nearly 56,000 sq ft of F&B and leisure deals.

Key messages:

- Five Guys UK has added Hawkstone Cider to its drinks menu through a partnership with Kaleb Cooper's brand. The chain highlighted its use of British beef, potatoes and cider across UK restaurants.
- Five Guys is offering a National Burger Day buy-one-get-one-free burger promotion through Five Guys Rewards across qualifying UK restaurants. The article says the chain has grown to 178 UK restaurants since its 2013 launch.
- Five Guys renewed its Meadowhall restaurant lease as the shopping centre completed a wider set of food and beverage lettings. The renewal is part of nearly 56,000 sq ft of F&B and leisure deals.
- Five Guys UK featured Clarkson's Farm star Kaleb Cooper in a promotional burger video highlighting its support for British farmers.

Leading themes:

- Value, Pricing & Promotions: 50.0% of Five Guys's coverage (theme index 10.23, net tone +100)
- Food, Menu & Product: 25.0% of Five Guys's coverage (theme index 0.78, net tone +100)
- Openings, Closures & Expansion: 16.7% of Five Guys's coverage (theme index 0.57, net tone 0)

Notable positive coverage:

- 20 August 2026, retailtimes.co.uk: [Five Guys announces introduction of Hawkstone Cider and Kaleb Kooper pays a visit](https://retailtimes.co.uk/five-guys-announces-introduction-of-hawkstone-cider-and-kaleb-kooper-pays-a-visit/). Five Guys has added Hawkstone Cider to its UK restaurant menu and staged a Cheltenham promotional visit by Kaleb Cooper. The launch highlights the chain's British potato and beef sourcing.
- 24 August 2026, retailtimes.co.uk: [Double up: Five Guys unveils buy-one-get-one-free reward for National Burger Day](https://retailtimes.co.uk/double-up-five-guys-unveils-buy-one-get-one-free-reward-for-national-burger-day/). Five Guys UK is giving Rewards members a buy-one-get-one-free burger offer for National Burger Day. Members must register by 26 August to redeem it on 27 August.
- 26 August 2026, walesonline.co.uk: [Five Guys giving away free burgers on Thursday](https://www.walesonline.co.uk/whats-on/food-drink-news/five-guys-giving-away-free-34508175). Five Guys UK is offering Rewards members a buy-one-get-one-free burger voucher for National Burger Day. Customers must sign up by the stated deadline to redeem the offer.

- [Five Guys deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=fiveguys&view=deep-dive)
- [Five Guys PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/fiveguys.pdf)

### Nando's

**ESG & Community shaped Nando's' media profile during August 2026**

Nando's ranked 9th of 10 by average monthly share of coverage (1.3%) in the UK Fast Food & QSR benchmark for August 2026, with 6 mentions and a net tone of −50.

August brought a further decline to 1.3% and ninth place; the smaller agenda divided evenly between environmental scrutiny and temporary restaurant closures for renovation. August 2026: River Action UK called for publication of Nando’s chicken-supply-chain audit, reported by The Grocer. An opinion article calls on Nando's to publish a poultry-supply-chain audit amid concerns about chicken-farming pollution and water security. It says the chain sells around 30 million chickens annually and should demand stronger environmental standards. River campaigners are increasing pressure on Nando's over an unpublished audit concerning chicken waste. The article frames this as an environmental accountability issue for the chain. Nando’s Bullring restaurant in Birmingham has temporarily closed for renovation, with reopening timing not yet announced. Its nearby Grand Central branch remains open.

Key messages:

- An opinion article calls on Nando's to publish a poultry-supply-chain audit amid concerns about chicken-farming pollution and water security. It says the chain sells around 30 million chickens annually and should demand stronger environmental standards.
- River Action UK called on Nando's to publish a chicken-supply-chain audit amid river-pollution concerns, while Nando's said it has independently audited Wye-area farms and will extend the programme across the UK. The article also reports animal-welfare protests against Pret a Manger.
- River campaigners are increasing pressure on Nando's over an unpublished audit concerning chicken waste. The article frames this as an environmental accountability issue for the chain.
- Nando’s Bullring restaurant in Birmingham has temporarily closed for renovation, with reopening timing not yet announced. Its nearby Grand Central branch remains open.

Leading themes:

- Openings, Closures & Expansion: 50.0% of Nando's's coverage (theme index 1.75, net tone 0)
- ESG & Community: 50.0% of Nando's's coverage (theme index 10.36, net tone −100)

Notable negative coverage:

- 17 August 2026, express.co.uk: ['Thames Water just proved the system is broken - it's the perfect sign'](https://www.express.co.uk/news/uk/2239125/thames-water-chiefs-1m-payment). An opinion article calls on Nando's to publish a poultry-supply-chain audit amid concerns about chicken-farming pollution and water security. It says the chain sells around 30 million chickens annually and should demand stronger environmental standards.
- 13 August 2026, thegrocer.co.uk: [Activists tell Nando's to release chicken supply chain audit](https://www.thegrocer.co.uk/news/activists-tell-nandos-to-release-chicken-supply-chain-audit/722396.article). River Action UK called on Nando's to publish a chicken-supply-chain audit amid river-pollution concerns, while Nando's said it has independently audited Wye-area farms and will extend the programme across the UK. The article also reports animal-welfare protests against Pret a Manger.
- 10 August 2026, endsreport.com: [River campaigners step up pressure on Nando’s over unpublished chicken waste audit](https://www.endsreport.com/article/1966878/river-campaigners-step-pressure-nandos-unpublished-chicken-waste-audit). River campaigners are increasing pressure on Nando's over an unpublished audit concerning chicken waste. The article frames this as an environmental accountability issue for the chain.

- [Nando's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=nandos&view=deep-dive)
- [Nando's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/nandos.pdf)

### Subway

**Subway slipped from fifth to tenth as menu coverage narrowed**

Subway ranked 10th of 10 by average monthly share of coverage (1.1%) in the UK Fast Food & QSR benchmark for August 2026, with 5 mentions and a net tone of +40.

August’s limited company-focused agenda centred on Slimming World recognising Subway’s wholegrain roll and a confirmed Mansfield tenancy. August 2026: Cambridge News reported Slimming World’s recognition of Subway’s wholegrain roll as a fibre choice. Slimming World added Subway's wholegrain 6-inch roll as a Healthy Extra fibre choice, allowing members more flexibility when eating at the chain. A new retail centre in Mansfield is nearing full occupancy, with Subway and Domino's Pizza among confirmed tenants. The site is part of Bellway's wider Berry Hill housing development. Pret has added a Mortadella, Mozzarella & Pistachio Baguette to its Chef's Specials range, alongside other recent menu launches. Subway has launched Buttermilk Ranch sauce and a limited-edition Chicken Nacho Ranch sub in UK stores. Pret a Manger is proposed to replace a Subway at a BP Budgens site in Marlborough, Wiltshire. The licence application seeks permission for late-night refreshment and 24-hour off-sales of alcohol.

Key messages:

- Slimming World added Subway's wholegrain 6-inch roll as a Healthy Extra fibre choice, allowing members more flexibility when eating at the chain.
- A new retail centre in Mansfield is nearing full occupancy, with Subway and Domino's Pizza among confirmed tenants. The site is part of Bellway's wider Berry Hill housing development.
- Pret has added a Mortadella, Mozzarella & Pistachio Baguette to its Chef's Specials range, alongside other recent menu launches. Subway has launched Buttermilk Ranch sauce and a limited-edition Chicken Nacho Ranch sub in UK stores.
- Pret a Manger is proposed to replace a Subway at a BP Budgens site in Marlborough, Wiltshire. The licence application seeks permission for late-night refreshment and 24-hour off-sales of alcohol.

Leading themes:

- Openings, Closures & Expansion: 40.0% of Subway's coverage (theme index 1.4, net tone 0)
- Health, Nutrition & HFSS: 40.0% of Subway's coverage (theme index 7.95, net tone +100)
- Food, Menu & Product: 20.0% of Subway's coverage (theme index 0.62, net tone 0)

Notable positive coverage:

- 16 August 2026, liverpoolecho.co.uk: [Slimming World fans 'buzzing' over new Subway footlong update](https://www.liverpoolecho.co.uk/whats-on/food-drink-news/footlong-subs-without-using-swips-34467015). Slimming World added Subway's wholegrain 6-inch roll as a Healthy Extra fibre choice, allowing members more flexibility when eating at the chain.
- 1 August 2026, nottinghampost.com: [Shopping area with Birds, Tesco, Subway and Domino's at housing site nearly full](https://www.nottinghampost.com/news/local-news/shopping-area-birds-tesco-subway-11088663). A new retail centre in Mansfield is nearing full occupancy, with Subway and Domino's Pizza among confirmed tenants. The site is part of Bellway's wider Berry Hill housing development.

- [Subway deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08?entity=subway&view=deep-dive)
- [Subway PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08/reports/subway.pdf)

## Methodology

- **Share of coverage**: an organisation's mentions divided by all mentions of the organisations tracked in the same sector that month, in UK earned media. It is the central measure of media visibility in Omniscan benchmarks. "Average monthly share" is the mean of the monthly shares across the reporting period.
- **Mention**: one article that covers an organisation, classified as positive, neutral or negative in tone. Articles are deduplicated, and an organisation's own websites and passing sponsorship name-checks are excluded, so only earned media counts.
- **Net tone**: positive mentions minus negative mentions, as a percentage of all mentions (range −100 to +100).
- **Themes**: every article is assigned to one of the sector's editorial themes. A theme index above 1 means the organisation is covered on that theme more than its peers are; below 1 means less.
- **Calculation**: every figure is computed directly from the classified articles; narrative summaries are checked against those figures.
- **Sources**: UK national and international, trade and specialist, regional and local, and aggregator and syndication earned media.

## Other UK Fast Food & QSR editions

- [UK fast food & QSR media reputation tracker – 2026 year to date](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-ytd.md)
- [UK fast food & QSR media reputation tracker – H1 2026](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1.md)
- [UK fast food & QSR media reputation tracker – July 2026](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-07.md)
- [UK fast food & QSR media reputation tracker – September 2026](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09.md)
- [All Omniscan media benchmarks](https://www.omniscan.ai/benchmarks.md)

## How to cite

Omniscan, "UK fast food & QSR media reputation tracker", August 2026 (1 August 2026–31 August 2026), published 1 September 2026. https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08