---
title: UK fast food & QSR media reputation tracker – September 2026
canonical_url: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09
type: dataset
publisher: Omniscan
sector: UK Fast Food & QSR
period: September 2026
coverage_start: '2026-09-01'
coverage_end: '2026-09-30'
date_published: '2026-10-04'
last_updated: '2026-10-04'
organisations: 10
articles_analysed: 730
mentions: 649
data_download: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/data.json
summary: Greggs had the highest average monthly share of coverage (31.7%) among 10
  operators in UK earned media from 1 September 2026 to 30 September 2026, ahead of
  McDonald's (27.6%) and KFC (12.5%).
---

# UK fast food & QSR media reputation tracker: September 2026 (1 September 2026–30 September 2026)

> Greggs had the highest average monthly share of coverage (31.7%) among 10 operators in UK earned media from 1 September 2026 to 30 September 2026, ahead of McDonald's (27.6%) and KFC (12.5%). Nando's had the most favourable net tone (+70). Omniscan analysed 730 articles containing 649 mentions of the operators tracked.

Interactive version: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09

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

| Rank | Organisation | Average monthly share of coverage | Mentions | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- | --- | --- | --- |
| 1 | Greggs | 31.7% | 206 | 34% | 58% | 8% | +26 |
| 2 | McDonald's | 27.6% | 179 | 56% | 26% | 18% | +37 |
| 3 | KFC | 12.5% | 81 | 42% | 44% | 14% | +28 |
| 4 | Burger King | 8.3% | 54 | 67% | 24% | 9% | +57 |
| 5 | Domino's | 4.6% | 30 | 47% | 43% | 10% | +37 |
| 6 | Five Guys | 4.5% | 29 | 10% | 7% | 83% | −72 |
| 7 | Pret a Manger | 3.2% | 21 | 67% | 33% | 0% | +67 |
| 7 | Subway | 3.2% | 21 | 29% | 43% | 28% | 0 |
| 9 | Nando's | 3.1% | 20 | 80% | 10% | 10% | +70 |
| 10 | Wagamama | 1.2% | 8 | 63% | 37% | 0% | +63 |

## Operators in detail

### Greggs

**Profit upgrade and factory overhaul define Greggs’ September coverage**

Greggs ranked 1st of 10 by average monthly share of coverage (31.7%) in the UK Fast Food & QSR benchmark for September 2026, with 206 mentions and a net tone of +26.

Reuters reported that Greggs raised its annual profit outlook after third-quarter like-for-like sales rose 3.4%, alongside new product launches and more settled late-summer weather. Greggs ranked first with 206 measured mentions and a 31.7% share of tracked-company mentions. Trading and results accounted for 62 mentions, closely followed by workforce and pay with 58, while openings, closures and expansion contributed 45 and food, menu and product 27. The principal workforce development was a proposed manufacturing and logistics overhaul involving four factory closures and up to 740 roles at risk, with expected annual savings of £20 million. Expansion coverage included the first Bitesize Greggs inside Tesco’s Southwark Superstore, supporting plans for 100 to 110 net new shops in 2026 and an estate of at least 3,500 sites. Product reporting featured the nationwide return of the Steak & Stilton Bake after seven years, accompanied by the Stilton Insurance exchange promotion.

Key messages:

- Greggs accounted for 31.7% of tracked-company mentions and ranked #1 among 10 in September 2026.
- Coverage concentrated on Trading & Results and Workforce & Pay.
- 206 captured company mentions were recorded in September 2026.
- Profit outlook raised following improved third-quarter trading — Reuters

Leading themes:

- Trading & Results: 30.1% of Greggs's coverage (theme index 12.12, net tone +21)
- Workforce & Pay: 28.2% of Greggs's coverage (theme index 3.04, net tone −12)
- Openings, Closures & Expansion: 21.8% of Greggs's coverage (theme index 0.65, net tone +60)

Notable positive coverage:

- 2 September 2026, thesun.co.uk: [Greggs is bringing back ‘legendary’ bake tomorrow after axing it 7 YEARS ago](https://www.thesun.co.uk/money/40249338/greggs-brings-back-legendary-discontinued-bake/). Greggs will return its Steak and Stilton Bake as part of its autumn menu update. New products include Buffalo Chicken items, a Chicken and Pepperoni Pizza Toastie, seasonal drinks and snacks.
- 3 September 2026, gbnews.com: [Greggs brings back controversial bake for first time in 7 years – and you can swap for free if you don't like it](https://www.gbnews.com/lifestyle/food/greggs-menu-steak-and-stilton-bake-swap). Greggs has launched a nationwide Steak & Stilton Bake, reviving the flavour combination after seven years. Customers who dislike it can exchange the partially eaten item for a free Steak Bake under the "Stilton Insurance" promotion.
- 3 September 2026, chroniclelive.co.uk: [Greggs launches new bake 'from today' and says you can swap if you don't like it](https://www.chroniclelive.co.uk/news/uk-news/greggs-launches-new-bake-from-34559560). Greggs has relaunched its Steak & Stilton Bake nationwide after a seven-year absence. Customers who dislike it can exchange a partly eaten bake for a classic Steak Bake under a new “Stilton Insurance” offer.

Notable negative coverage:

- 30 September 2026, independent.co.uk: ['Sad day' for Scottish workers as Greggs plans to shut factory](https://www.independent.co.uk/news/business/enfield-scottish-scottish-borders-cumbria-greater-london-b3059113.html). Greggs has proposed closing four UK manufacturing sites and restructuring production, putting around 740 jobs at risk. Local representatives and the BFAWU expressed concern about the impact on workers and affected communities.
- 30 September 2026, independent.co.uk: [Greggs announces hundreds of job losses](https://www.independent.co.uk/news/uk/home-news/greggs-bakery-close-sites-jobs-economy-b3058741.html). Greggs plans to close four manufacturing sites, putting about 740 jobs at risk over the next two-and-a-half years. The company expects the restructuring to cost around £60 million.
- 30 September 2026, express.co.uk: [Greggs announces huge changes to bakery chain - 740 jobs at risk](https://www.express.co.uk/news/uk/2253076/greggs-closes-huge-changes-740-jobs). Greggs has proposed changes that could put 740 jobs at risk, subject to consultation with unions and employee representatives. The company said the changes support cost-efficient delivery of its growth plans and could save around £20 million annually from 2028.

- [Greggs deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=greggs&view=deep-dive)
- [Greggs PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/greggs.pdf)

### McDonald's

**Expansion narrowly leads McDonald’s varied September news agenda**

McDonald's ranked 2nd of 10 by average monthly share of coverage (27.6%) in the UK Fast Food & QSR benchmark for September 2026, with 179 mentions and a net tone of +37.

McDonald’s revived its World Menu Heist promotion, introducing products from seven countries and including breakfast items for the first time. The chain ranked second with 179 mentions, representing 27.6% of tracked-company mentions. Openings, closures and expansion was the largest subject area with 51 mentions, closely followed by food, menu and product coverage with 46. Independent reporting also covered a £2m refurbishment of two north Belfast restaurants, creating 20 jobs, and the appointment of Lee Homer as UK and Ireland chief restaurant officer. ESG and community activity accounted for 28 mentions, including the first Irish McHappy Day and its €100,000 fundraising target, while value, pricing and promotions contributed 25. Other material developments included free weekly McCafé coffee for app users, a coffee-menu refresh and plans to increase McDonald’s global chicken-market share by 1.5 percentage points by 2030.

Key messages:

- McDonald's accounted for 27.6% of tracked-company mentions and ranked #2 among 10 in September 2026.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- 179 captured company mentions were recorded in September 2026.
- World Menu Heist returned with new international menu items — The Grocer.

Leading themes:

- Openings, Closures & Expansion: 28.5% of McDonald's's coverage (theme index 0.93, net tone +31)
- Food, Menu & Product: 25.7% of McDonald's's coverage (theme index 1.21, net tone +54)
- ESG & Community: 15.6% of McDonald's's coverage (theme index 10.5, net tone +100)

Notable positive coverage:

- 3 September 2026, bakeryinfo.co.uk: [McDonald’s bun supplier CH Guenther opens innovation centre in Coventry](https://bakeryinfo.co.uk/manufacture/mcdonalds-bun-supplier-ch-guenther-opens-innovation-centre-in-coventry/723177.article). McDonald's UK bun supplier CH Guenther has opened an innovation and customer-collaboration centre at its Coventry bakery, which exclusively produces burger buns for McDonald's. The site can make around 72,000 buns an hour and will support development of new bakery products for foodservice customers.
- 6 September 2026, people.com: [Man, 65, Started Working at a McDonald’s 50 Years Ago. Now, He Owns 6 Restaurants](https://people.com/man-65-started-working-at-mcdonalds-50-years-ago-and-now-owns-6-restaurants-12108112). McDonald's UK franchisee Terry Eagle has celebrated 50 years with the chain, progressing from crew member to owner-operator of six South London restaurants. The article also reports his local employment and charitable work.
- 7 September 2026, thegrocer.co.uk: [McDonald's to launch immersive butcher shop pop-up](https://www.thegrocer.co.uk/news/mcdonalds-to-launch-immersive-butcher-shop-pop-up/723299.article). McDonald's will open a three-day Shoreditch pop-up, The Counter, showing how its UK and Ireland beef patties are made. The experience will feature British and Irish beef, supplier representatives and patty-making masterclasses.

Notable negative coverage:

- 26 September 2026, bbc.co.uk: [BBC Sounds - Newscast, page 41 - Available Episodes](https://www.bbc.co.uk/sounds/series/p05299nl?at_ptr_name=bbc&page=41). A BBC Newscast episode reports on fast-food chain workers speaking out about sexual-abuse claims. The episode is titled “McProblems”, indicating McDonald's as its focus.
- 21 September 2026, bbc.co.uk: [World Cup: Fans shown over 65,000 junk food ads during football matches](https://www.bbc.co.uk/sport/football/articles/cq4g528drx79o). A study found junk-food and drink advertising appeared more than 65,000 times during the 2026 World Cup's international match feed. McDonald's accounted for 13,915 visible adverts as a FIFA partner.
- 12 September 2026, express.co.uk: [Deputy mayor in London manages £100m budget but can't get job in McDonald's](https://www.express.co.uk/news/uk/2247985/deputy-mayor-london-100m-budget-no-job-mcdonalds). Hackney's deputy mayor said he was repeatedly rejected for entry-level roles at McDonald's and Five Guys despite holding a senior local-government role. The article frames the cases within a difficult UK job market for young workers.

- [McDonald's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=mcdonalds&view=deep-dive)
- [McDonald's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/mcdonalds.pdf)

### KFC

**Expansion and menu collaborations define KFC’s September coverage**

KFC ranked 3rd of 10 by average monthly share of coverage (12.5%) in the UK Fast Food & QSR benchmark for September 2026, with 81 mentions and a net tone of +28.

Independent editorial coverage led with Gastronomy’s 50th UK KFC restaurant in Shrewsbury, alongside the franchisee’s plan to reach 100 locations by 2030. KFC recorded 81 mentions and a 12.5% share of tracked-company mentions, placing it third among the cohort. The subject mix centred on openings, closures and expansion, with 31 mentions, and food, menu and product coverage, with 30. Stories included the Greenwich restaurant opening under KFC’s £1.5bn UK and Ireland growth plan, the Surreal KFCereal collaboration, the Doritos Loaded bag and the permanent Tenders & Dips range. Community activity included the KFC Youth Foundation’s Room to Be Me campaign, which donated £1 from each Sharing Bucket to UK youth spaces. As context, Better Nature’s billboard campaign parodied KFC’s Believe in Chicken platform to promote tempeh as an alternative protein.

Key messages:

- KFC accounted for 12.5% of tracked-company mentions and ranked #3 among 10 in September 2026.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- 81 captured company mentions were recorded in September 2026.
- Gastronomy opens its 50th UK KFC restaurant — QSR Media

Leading themes:

- Openings, Closures & Expansion: 38.3% of KFC's coverage (theme index 1.33, net tone +58)
- Food, Menu & Product: 37.0% of KFC's coverage (theme index 1.81, net tone +17)
- ESG & Community: 4.9% of KFC's coverage (theme index 0.9, net tone 0)

Notable positive coverage:

- 1 September 2026, retailtimes.co.uk: [KFC releases the ultimate movie night snack for only £5.99](https://retailtimes.co.uk/kfc-releases-the-ultimate-movie-night-snack-for-only-5-99/). KFC is offering a 60-piece Popcorn Chicken Bucket for £5.99 at participating UK restaurants until 4 October 2026. The dine-in and takeaway offer excludes delivery.
- 1 September 2026, newsshopper.co.uk: [New KFC opens in Greenwich marking 10th south east London restaurant](https://www.newsshopper.co.uk/news/26512197.new-kfc-restaurant-opens-greenwich-millennium-leisure-park/). KFC has opened a new restaurant at Greenwich Millennium Leisure Park, operated by franchisee Iceking Group. The site is KFC's tenth in south-east London and forms part of the brand's UK growth plan.
- 2 September 2026, qsrmedia.co.uk: [KFC opens new Greenwich restaurant at Millennium Leisure Park](https://qsrmedia.co.uk/franchising/news/kfc-opens-new-greenwich-restaurant-millennium-leisure-park). KFC has opened a 70-seat Greenwich restaurant featuring its latest design, digital kiosks and a delivery-driver waiting area. The franchise-operated opening forms part of KFC's £1.5bn UK and Ireland plan to add 500 restaurants over a decade.

Notable negative coverage:

- 23 September 2026, goodhousekeeping.com: [KFC has launched a cereal that sounds like an April Fools' – here are 5 better breakfasts we'd eat instead](https://www.goodhousekeeping.com/uk/food/a73846634/kfc-cereal-surreal/). KFC and Surreal have launched KFCereal, a limited-edition chicken-flavoured cereal intended to be served with gravy. The article questions the appeal of the product while noting its £6 UK online price and fresher-targeted positioning.
- 9 September 2026, vegconomist.com: [Better Nature Takes on KFC’s Ad Platform With First Out-of-Home Campaign](https://vegconomist.com/marketing-and-media/better-nature-takes-on-kfcs-ad-platform-with-first-out-of-home-campaign/). UK tempeh brand Better Nature has launched London billboards responding to KFC’s UK “Believe in Chicken” advertising platform. The campaign cites research suggesting consumer boredom with chicken and encourages a weekly switch to tempeh.
- 15 September 2026, rhyljournal.co.uk: [KFC on Rhyl High Street urged to clean 'absolutely disgusting' waste area](https://www.rhyljournal.co.uk/news/26547438.rhyl-kfc-urged-clean-absolutely-disgusting-waste-area/). A resident complained about litter, food waste, standing water and alleged rat activity around KFC Rhyl’s shared bin area. KFC said it has increased waste collections and pest-control measures, while the council will investigate the complaint.

- [KFC deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=kfc&view=deep-dive)
- [KFC PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/kfc.pdf)

### Burger King

**Chicken tenders and expansion plans shape Burger King’s September profile**

Burger King ranked 4th of 10 by average monthly share of coverage (8.3%) in the UK Fast Food & QSR benchmark for September 2026, with 54 mentions and a net tone of +57.

Burger King’s September coverage was led by the nationwide launch of Crispy Chicken Tenders, with The Grocer reporting sales of 40,000 to 50,000 units by the second day. Its 54 mentions represented 8.3% of tracked-company mentions, placing the chain fourth. Openings, closures and expansion was the largest subject area with 26 mentions, including plans to open its first Banbury restaurant, where 28 jobs had been created and 1,000 free burgers would be offered on launch day. Food, menu and product coverage accounted for 18 mentions, spanning the chicken launch, the Wagyu Burger campaign featuring Gordon Ramsay and a Monster partnership adding the Lando Norris Gold drink to the menu. Policy and regulation produced five mentions, notably reports that the Eltham High Street restaurant received a one-star hygiene rating before securing five stars after remedial action. Value, pricing and promotions contributed two mentions, centred on app-based £3 Whoppers and daily £6 meal deals.

Key messages:

- Burger King accounted for 8.3% of tracked-company mentions and ranked #4 among 10 in September 2026.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- 54 captured company mentions were recorded in September 2026.
- Crispy Chicken Tenders launched nationwide and recorded 40,000 to 50,000 unit sales by day two — The Grocer.

Leading themes:

- Openings, Closures & Expansion: 48.1% of Burger King's coverage (theme index 1.7, net tone +50)
- Food, Menu & Product: 33.3% of Burger King's coverage (theme index 1.55, net tone +89)
- Policy & Regulation: 9.3% of Burger King's coverage (theme index 5.51, net tone 0)

Notable positive coverage:

- 7 September 2026, lancashiretelegraph.co.uk: [New Burger King drive-thru proposed for busy shopping destination](https://www.lancashiretelegraph.co.uk/news/26522589.new-burger-king-drive-thru-proposed-busy-shopping-destination/). Plans have been submitted for a Burger King drive-thru at The Concourse Shopping Centre in Skelmersdale. The proposed restaurant would create up to 35 jobs and include EV charging, click-and-collect bays and indoor seating.
- 9 September 2026, oxfordmail.co.uk: [Burger King giving away 1,000 free burgers](https://www.oxfordmail.co.uk/news/26537199.burger-king-giving-away-1-000-free-burgers-celebrate/). Burger King UK is opening its first Banbury restaurant and will give away 1,000 burgers on launch day. The branch has created 28 jobs and includes solar panels, drive-thru service and Burger Buddies products.
- 9 September 2026, peterboroughtoday.co.uk: [Burger King: Opening date for Peterborough's newest fast food joint announced - and there are free Whoppers for lucky customers](https://www.peterboroughtoday.co.uk/news/people/burger-king-opening-date-for-peterboroughs-newest-fast-food-joint-announced-and-there-are-free-whoppers-for-lucky-customers-9002751). Burger King is opening a fourth Peterborough location at Boongate, replacing a former Frankie & Benny's site and creating 25 jobs. It will give away 1,000 burgers on opening day.

Notable negative coverage:

- 7 September 2026, pembrokeshire-herald.com: [Burger King plans for Haverfordwest refused by Council](https://pembrokeshire-herald.com/147917/burger-king-plans-for-haverfordwest-refused-by-council/). Pembrokeshire County Council refused plans for a Burger King takeaway at a Morrisons petrol station in Haverfordwest. The authority cited town-centre sequential-test, operational-link and road-safety concerns.
- 4 September 2026, westerntelegraph.co.uk: [Popular fast food chain plans for Pembrokeshire town refused](https://www.westerntelegraph.co.uk/news/26522048.pembrokeshire-haverfordwest-burger-king-restaurant-refusal/). Pembrokeshire County Council refused plans for a Burger King hot-food takeaway and seating area at Morrisons Petrol Filling Station in Haverfordwest. Planners cited town-centre policy, inadequate justification for the out-of-centre site and road-safety concerns.
- 4 September 2026, tenby-today.co.uk: [Burger King faces planning setback in Pembrokeshire](https://www.tenby-today.co.uk/news/planning/pembrokeshire-burger-king-plan-rejected-943928). Pembrokeshire planners refused proposals for a Burger King hot-food takeaway at Morrisons petrol station in Haverfordwest. The decision cited insufficient justification for the out-of-centre location and concerns over traffic and road safety.

- [Burger King deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=burgerking&view=deep-dive)
- [Burger King PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/burgerking.pdf)

### Domino's

**Menu launches and expansion plans shape Domino’s September profile**

Domino's ranked 5th of 10 by average monthly share of coverage (4.6%) in the UK Fast Food & QSR benchmark for September 2026, with 30 mentions and a net tone of +37.

Domino’s September coverage was led by GB News reporting its Ultimate Honey Chilli Chicken pizza, Biscoff and white-chocolate Twisted Dough Balls and Ranch Dip launch. The chain recorded 30 mentions and a 4.6% share of tracked-company mentions, placing it fifth among the supplied cohort. Food, menu and product coverage was the largest subject area with nine mentions, followed by leadership, franchising and M&A with six and trading and results with four. Corporate reporting covered Aberforth Partners’ 5.998% voting-rights stake and a non-executive director’s share purchase. Expansion coverage included plans for stores in Egremont and Ulverston, recruitment of up to 5,000 people across the UK and Ireland, and approval for a Sandwich branch. Trading coverage included attributed market commentary on first-half performance and investor concerns around competition, costs and franchisee economics, while community coverage reported more than £20,000 raised for Teenage Cancer Trust.

Key messages:

- Domino's accounted for 4.6% of tracked-company mentions and ranked #5 among 10 in September 2026.
- Coverage concentrated on Food, Menu & Product and Leadership, Franchising & M&A.
- 30 captured company mentions were recorded in September 2026.
- Three-item UK menu launch, including the Ultimate Honey Chilli Chicken pizza — GB News

Leading themes:

- Food, Menu & Product: 30.0% of Domino's's coverage (theme index 1.36, net tone +44)
- Leadership, Franchising & M&A: 20.0% of Domino's's coverage (theme index 15.48, net tone 0)
- Trading & Results: 13.3% of Domino's's coverage (theme index 1.2, net tone +100)

Notable positive coverage:

- 4 September 2026, gbnews.com: [Domino's rolls out three new menu items including distinctive sweet and spicy pizza](https://www.gbnews.com/lifestyle/food/dominos-new-menu-pizza-biscoff). Domino’s is launching three UK menu items on 7 September: the Ultimate Honey Chilli Chicken pizza, Biscoff and white-chocolate Twisted Dough Balls, and Ranch Dip. The products will be available via its app, website and UK stores.
- 7 September 2026, qsrmedia.co.uk: [Domino's UK adds three new twists to its menu](https://qsrmedia.co.uk/menu-innovations/news/dominos-uk-adds-three-new-twists-its-menu). Domino's UK has launched an Ultimate Honey Chilli Chicken pizza, Biscoff and White Chocolate Twisted Dough Balls, and a Ranch Dip. The products became available from 7 September.
- 21 September 2026, hospitalityandcateringnews.com: [Domino's Team Raises More Than £20,000 for Teenage Cancer Trust in Snowdon Challenge - Hospitality & Catering News](https://www.hospitalityandcateringnews.com/2026/09/dominos-team-raises-more-than-20000-for-teenage-cancer-trust-in-snowdon-challenge/). Twenty-five Domino's Milton Keynes colleagues raised more than £20,000 for Teenage Cancer Trust through an overnight Snowdon challenge. Domino's says its decade-long partnership with the charity has raised more than £9.4 million.

- [Domino's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=dominos&view=deep-dive)
- [Domino's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/dominos.pdf)

### Five Guys

**Minimum-wage case dominates Five Guys’ September profile**

Five Guys ranked 6th of 10 by average monthly share of coverage (4.5%) in the UK Fast Food & QSR benchmark for September 2026, with 29 mentions and a net tone of −72.

Government findings that Five Guys underpaid 3,699 workers by more than £54,000 led its September coverage, with the chain attributing the issue to technical differences in applying payroll regulations and confirming that repayments had been made. Five Guys recorded 29 mentions and 4.5% of tracked-company mentions, placing it sixth in the competitive ranking. Workforce and pay accounted for 23 mentions, far outweighing four concerning openings, closures and expansion, one on food, menu and product, and one on another subject. BBC News, The Independent and several trade and consumer outlets reported the underpayment findings. Elsewhere, reports said the chain had moved its Leeds restaurant from Duncan Street to Trinity Shopping Centre, while another burger operator prepared to occupy the former site. The Caterer also reported that Five Guys had added Hawkstone Cider to its UK menu alongside Hawkstone Premium Lager, giving the month a limited product strand beyond the dominant employment story.

Key messages:

- Five Guys accounted for 4.5% of tracked-company mentions and ranked #6 among 10 in September 2026.
- Coverage concentrated on Workforce & Pay and Openings, Closures & Expansion.
- 29 captured company mentions were recorded in September 2026.
- Minimum-wage underpayments and repayments — BBC News

Leading themes:

- Workforce & Pay: 79.3% of Five Guys's coverage (theme index 6.47, net tone −100)
- Openings, Closures & Expansion: 13.8% of Five Guys's coverage (theme index 0.45, net tone +25)
- Food, Menu & Product: 3.4% of Five Guys's coverage (theme index 0.15, net tone +100)

Notable positive coverage:

- 18 September 2026, halsteadgazette.co.uk: [Burger chain announce new store with drive-thru coming to Essex](https://www.halsteadgazette.co.uk/news/26563025.five-guys-announce-new-thurrock-store-drive-thru/). Five Guys has opened a standalone restaurant with a drive-thru near Lakeside Shopping Centre in Thurrock, Essex. The site offers breakfast, dine-in, drive-thru and click-and-collect service.

Notable negative coverage:

- 3 September 2026, morningstaronline.co.uk: [B&Q and Five Guys among hundreds of firms fined for not paying minimum wage](https://morningstaronline.co.uk/article/b-and-q-five-guys-firms-fined-not-paying-minimum-wage). Five Guys was named among 658 employers fined after an HMRC review found minimum-wage underpayments. The chain attributed the issue to technical differences in applying payroll regulations.
- 3 September 2026, bbc.co.uk: [B&Q and Five Guys among firms which paid staff below minimum wage](https://www.bbc.co.uk/news/articles/c39mv4vm7exo). Five Guys was named by the UK government among employers that underpaid workers the minimum wage, owing more than £54,000 to 3,699 staff. The chain attributed the issue to technical differences in payroll-regulation application and said all required repayments had been made.
- 3 September 2026, mirror.co.uk: [B&Q and Five Guys among over 650 employers found to have short-changed staff](https://www.mirror.co.uk/money/minimum-wage-firms-named-shamed-37621827). Five Guys was named by the government for National Minimum Wage underpayments totalling more than £54,000 across 3,699 staff. The chain said payroll-regulation technical differences caused the issue and that affected current and former workers had been repaid.

- [Five Guys deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=fiveguys&view=deep-dive)
- [Five Guys PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/fiveguys.pdf)

### Pret a Manger

**Expansion plans and £4.99 lunch offer shape Pret’s September profile**

Pret a Manger ranked 7th of 10 by average monthly share of coverage (3.2%) in the UK Fast Food & QSR benchmark for September 2026, with 21 mentions and a net tone of +67.

Independent editorial coverage led with Pret’s plan to open 100 stores next year, including 50 in the UK, alongside greater use of franchising and consideration of further drive-through sites. Pret recorded 21 mentions, representing 3.2% of tracked-company mentions and placing it joint seventh with Subway in the supplied competitive ranking. Expansion was the largest subject area with eight mentions, followed by value, pricing and promotions with six and food, menu and product coverage with four; trading and results accounted for one. Product reporting included Pret’s consideration of broader high-protein options following the performance of its Protein Plates, with breakfast protein and hot food identified as areas for improvement. The nationwide £4.99 Pick Your Pair offer, autumn menu and permanent 10% Blue Light Card discount provided the principal value story, although reporting noted that the meal deal was unavailable in Northern Ireland. Further developments included a sixth Reading shop, planned branches in Norwich and Bridport, and a Soho sampling pop-up for new Warm Ciabattas. Context: The Guardian referred to Pret’s earlier limited-edition ube latte within wider reporting on UK demand and supply concerns, rather than reporting a September development by the chain.

Key messages:

- Pret a Manger accounted for 3.2% of tracked-company mentions and ranked #7 among 10 in September 2026.
- Coverage concentrated on Openings, Closures & Expansion and Value, Pricing & Promotions.
- 21 captured company mentions were recorded in September 2026.
- Plan to open 100 stores next year, including 50 in the UK — The Caterer

Leading themes:

- Openings, Closures & Expansion: 38.1% of Pret a Manger's coverage (theme index 1.28, net tone +88)
- Value, Pricing & Promotions: 28.6% of Pret a Manger's coverage (theme index 4.98, net tone +83)
- Food, Menu & Product: 19.0% of Pret a Manger's coverage (theme index 0.84, net tone +25)

Notable positive coverage:

- 8 September 2026, thecaterer.com: [Pret rolls out £4.99 meal deal nationwide](https://www.thecaterer.com/news/pret-rolls-out-499-meal-deal-nationwide). Pret a Manger has launched its £4.99 Pick Your Pair lunch deal nationwide after a summer trial. The offer lets customers combine selected half sandwiches, baguettes or flatbreads with selected sides, alongside new autumn menu items.
- 8 September 2026, thegrocer.co.uk: [Pret a Manger launches £4.99 Pick your Pair lunch deal nationwide](https://www.thegrocer.co.uk/news/pret-a-manger-launches-499-pick-your-pair-lunch-deal-nationwide/723337.article). Pret a Manger has rolled out its £4.99 Pick your Pair lunch deal nationwide following a summer trial. The chain is also launching autumn food and drink lines and extending selected discounts.
- 8 September 2026, metro.co.uk: [Pret have just launched a meal deal -- and it's under £5](https://metro.co.uk/2026/09/08/pret-just-launched-a-meal-deal-5-29560411/). Pret a Manger has launched its nationally available Pick Your Pair deal, offering two selected lighter menu items for £4.99 takeaway or £5.99 eat-in. It has also introduced an autumn menu including warm ciabattas, soups, pastries and cookies.

- [Pret a Manger deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=pretamanger&view=deep-dive)
- [Pret a Manger PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/pretamanger.pdf)

### Subway

**Autumn menu and Jersey Mike’s challenge frame Subway’s September**

Subway ranked 7th of 10 by average monthly share of coverage (3.2%) in the UK Fast Food & QSR benchmark for September 2026, with 21 mentions and a net tone of 0.

Subway introduced an autumn menu across the UK and Ireland, including chilli fillings, loaded waffle fries, mozzarella bites and seasonal cookies. Its 21 measured mentions represented 3.2% of tracked-company mentions, placing the chain joint seventh with Pret a Manger in the supplied ranking. Openings, closures and expansion was the largest subject area with nine mentions, followed by food, menu and product coverage with seven. Estate stories included a new Huddersfield restaurant creating local jobs and the closure of the Sheerness branch after nearly 20 years. Subway’s established position in the sandwich market was examined alongside Jersey Mike’s plans for up to 400 UK and Ireland sites. Other company-focused reporting covered a one-out-of-five food-hygiene rating at a Brentwood branch.

Key messages:

- Subway accounted for 3.2% of tracked-company mentions and ranked #7 among 10 in September 2026.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- 21 captured company mentions were recorded in September 2026.
- Autumn menu launch — thegrocer.co.uk

Leading themes:

- Openings, Closures & Expansion: 42.9% of Subway's coverage (theme index 1.45, net tone −11)
- Food, Menu & Product: 33.3% of Subway's coverage (theme index 1.51, net tone +57)
- Workforce & Pay: 9.5% of Subway's coverage (theme index 0.62, net tone −100)

Notable positive coverage:

- 17 September 2026, dailystar.co.uk: [Subway launches its own 'skins shapewear' to mark new jacket potato fillings](https://www.dailystar.co.uk/news/latest-news/subway-launches-skins-shapewear-celebrate-37673489). Subway UK & Ireland has introduced limited-time Beef Chilli and 5 Bean Chilli fillings for its Spudway jacket-potato range, also available in subs, wraps and salads. The launch is being promoted with a potato-themed Subway Skins shapewear giveaway.
- 17 September 2026, express.co.uk: [UK fast food giant launches spud-themed clothing line to promote jacket potatoes](https://www.express.co.uk/news/uk/2249409/uk-fast-food-giant-launches). Subway UK & Ireland has launched two limited-time Spudway jacket-potato toppings, Beef Chilli and 5 Bean Chilli. It is promoting the range through a limited-edition potato-themed Subway Skins clothing giveaway.
- 2 September 2026, vergemagazine.co.uk: [SUBWAY LAUNCHES COSY AUTUMN MENU WITH CHILLI SPUDS, LOADED SIDES AND PUMPKIN SPICE COOKIES!](https://vergemagazine.co.uk/subway-launches-cosy-autumn-menu-with-chilli-spuds-loaded-sides-and-pumpkin-spice-cookies/). Subway has launched a limited-edition autumn menu across the UK and Ireland, including chilli Spuds, loaded sides, cheesy bites and new cookies. The range is available from 2 September to 3 November 2026.

Notable negative coverage:

- 10 September 2026, metro.co.uk: [USA fast food chain with 'the greatest sandwich ever' is coming to the UK](https://metro.co.uk/2026/09/10/usa-fast-food-chain-the-greatest-sandwich-ever-coming-uk-29576811/). US sandwich chain Jersey Mike's plans to enter the UK with a West End London opening and three further central London sites. The article contrasts its offer with Subway and notes perceived concerns over Subway's quality and prices.
- 15 September 2026, essexlive.news: ['Mouldy' chopping board found at 1-rated Essex Subway branch](https://www.essexlive.news/news/essex-news/mouldy-chopping-board-found-1-11155407). A Subway branch in Brentwood received a one-out-of-five food-hygiene rating after an inspection found alleged fabricated temperature records, an inadequately chilled milk fridge and mould on a chopping board.
- 15 September 2026, kentonline.co.uk: [Former Subway to become offices after quitting town nearly 20 years after opening](https://www.kentonline.co.uk/sheerness/news/former-subway-to-become-offices-after-quitting-town-nearly-2-345107/). Subway has closed its Sheerness High Street branch after nearly 20 years, with the former unit proposed for conversion into solicitors' offices. Customers are now directed to the chain's Queenborough retail-park location.

- [Subway deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=subway&view=deep-dive)
- [Subway PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/subway.pdf)

### Nando's

**Restaurant openings and refurbishments define Nando’s September coverage**

Nando's ranked 9th of 10 by average monthly share of coverage (3.1%) in the UK Fast Food & QSR benchmark for September 2026, with 20 mentions and a net tone of +70.

Independent news coverage centred on Nando’s estate programme, including planned restaurants in Keighley, Great Yarmouth, Portsmouth, Prestwich and Welwyn Garden City, alongside refurbished sites in Epsom and Birmingham’s Bullring. Nando’s recorded 20 mentions and a 3.1% share of tracked-company mentions, placing it ninth among the supplied competitive cohort. Openings, closures and expansion accounted for 14 mentions, making the physical estate the dominant subject. Plans for Llandudno also encountered a material setback when the council refused proposals over their potential effect on the conservation area. Product coverage included the limited-edition VUSA XX Hot Halloween menu across nine North East restaurants, while value coverage featured The Sun’s assessment of Nando’s loyalty scheme as its top pick. Catering Insight separately reported recruitment for an operations project lead focused on equipment management, efficiency and resilience across more than 400 UK kitchens.

Key messages:

- Nando's accounted for 3.1% of tracked-company mentions and ranked #9 among 10 in September 2026.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- 20 captured company mentions were recorded in September 2026.
- Epsom restaurant reopened after refurbishment with a redesigned interior and outdoor seating — Your Local Guardian.

Leading themes:

- Openings, Closures & Expansion: 70.0% of Nando's's coverage (theme index 2.43, net tone +71)
- Food, Menu & Product: 10.0% of Nando's's coverage (theme index 0.44, net tone +100)
- ESG & Community: 5.0% of Nando's's coverage (theme index 0.93, net tone −100)

Notable positive coverage:

- 4 September 2026, thesun.co.uk: [From Nando's to Tesco, our experts on which loyalty schemes are REALLY worth it](https://www.thesun.co.uk/money/40262765/loyalty-schemes-worth-it-or-pants/). Money-saving experts rate Nando’s loyalty scheme as their top pick, saying regular diners can earn up to about £50 in rewards after ten qualifying visits. The article explains the scheme’s chilli-based reward tiers.
- 8 September 2026, edp24.co.uk: [Nando's to open first Great Yarmouth restaurant before the end of the year](https://www.edp24.co.uk/news/26531937.nandos-open-first-great-yarmouth-outlet-later-year/). Nando's plans to open its first Great Yarmouth restaurant later in 2026 in the former Pizza Hut unit on Gapton Hall Road. It will be the chain's fourth Norfolk location.
- 9 September 2026, thetelegraphandargus.co.uk: [Nando's restaurant set to open in Bradford district town centre by end of the year](https://www.thetelegraphandargus.co.uk/news/26533140.nandos-open-keighley-town-centre-end-year/). Nando's is expected to open a 110-seat restaurant in Keighley by early December. The company has applied for an alcohol licence and begun recruiting staff for the site.

Notable negative coverage:

- 17 September 2026, northwalespioneer.co.uk: [Nando's opening in Llandudno suffers setback amid 'unsympathetic' plans](https://www.northwalespioneer.co.uk/news/26559095.setback-nandos-opening-llandudno-plans-refused/). Nando's plans to open a Llandudno restaurant in early 2027, but its proposed change of use has been refused by the council. The authority said the planned shopfront, entrance and extraction system would harm the conservation area.

- [Nando's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=nandos&view=deep-dive)
- [Nando's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/nandos.pdf)

### Wagamama

**Motorway debut leads Wagamama’s September profile**

Wagamama ranked 10th of 10 by average monthly share of coverage (1.2%) in the UK Fast Food & QSR benchmark for September 2026, with 8 mentions and a net tone of +63.

Coverage led with Wagamama’s first motorway-service restaurant at Beaconsfield Services, alongside plans for a second travel-hub site at Cobham Services. Further expansion reporting covered its first Thanet restaurant at Westwood Cross, creating more than 50 jobs. Food coverage featured a Reading Chronicle report on kitchen preparation and service targets for Teppanyaki and Firecracker Chicken. Across eight mentions, Wagamama accounted for 1.2% of tracked-company mentions and ranked tenth, with openings and expansion the leading subject. Wider-sector articles cited Wagamama’s earlier breakfast trial and its support for a hospitality VAT reduction campaign, providing relevant context rather than new trading or opening announcements.

Key messages:

- Wagamama accounted for 1.2% of tracked-company mentions and ranked #10 among 10 in September 2026.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- 8 captured company mentions were recorded in September 2026.
- Motorway-service debut at Beaconsfield Services — QSR Media

Leading themes:

- Openings, Closures & Expansion: 50.0% of Wagamama's coverage (theme index 1.68, net tone +100)
- Policy & Regulation: 25.0% of Wagamama's coverage (theme index 12.33, net tone 0)
- Food, Menu & Product: 25.0% of Wagamama's coverage (theme index 1.11, net tone +50)

Notable positive coverage:

- 4 September 2026, bucksfreepress.co.uk: [Wagamama opens at Beaconsfield Services](https://www.bucksfreepress.co.uk/news/26522552.wagamama-opens-restaurant-m40-beaconsfield-services/). Wagamama has opened its first UK motorway-service-station restaurant at Beaconsfield Services on the M40. A second service-station site is planned for Cobham Services on the M25.
- 7 September 2026, qsrmedia.co.uk: [wagamama makes motorway debut with Beaconsfield opening](https://qsrmedia.co.uk/franchising/news/wagamama-makes-motorway-debut-beaconsfield-opening). Wagamama has opened its first motorway-service-station restaurant at Beaconsfield Services on the M40. A second travel-hub site is planned for Cobham Services, following its Heathrow Terminal 5 opening.
- 19 September 2026, readingchronicle.co.uk: [I went behind-the-scenes at wagamama and here's 3 things I learned about it](https://www.readingchronicle.co.uk/news/national/uk-today/26554396.went-behind-the-scenes-wagamama-learned-3-things/). A reporter attended a behind-the-scenes cooking experience at Wagamama's Great Marlborough Street restaurant in London. The article describes preparation and service-speed targets for Teppanyaki and Firecracker Chicken dishes.

- [Wagamama deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09?entity=wagamama&view=deep-dive)
- [Wagamama PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09/reports/wagamama.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 – August 2026](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-08.md)
- [All Omniscan media benchmarks](https://www.omniscan.ai/benchmarks.md)

## How to cite

Omniscan, "UK fast food & QSR media reputation tracker", September 2026 (1 September 2026–30 September 2026), published 4 October 2026. https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-09