---
title: UK fast food & QSR media reputation tracker – H1 2026
canonical_url: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1
type: dataset
publisher: Omniscan
sector: UK Fast Food & QSR
period: H1 2026
coverage_start: '2026-01-01'
coverage_end: '2026-06-30'
date_published: '2026-09-01'
last_updated: '2026-09-01'
organisations: 10
articles_analysed: 3928
mentions: 3072
data_download: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/data.json
summary: Greggs had the highest average monthly share of coverage (27.0%) among 10
  operators in UK earned media from 1 January 2026 to 30 June 2026, ahead of McDonald's
  (26.9%) and KFC (11.7%).
---

# UK fast food & QSR media reputation tracker: H1 2026 (1 January 2026–30 June 2026)

> Greggs had the highest average monthly share of coverage (27.0%) among 10 operators in UK earned media from 1 January 2026 to 30 June 2026, ahead of McDonald's (26.9%) and KFC (11.7%). Five Guys had the most favourable net tone (+50). Omniscan analysed 3,928 articles containing 3,072 mentions of the operators tracked.

Interactive version: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1

## UK Fast Food & QSR ranking by share of coverage, H1 2026

| Rank | Organisation | Average monthly share of coverage | Mentions | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- | --- | --- | --- |
| 1 | Greggs | 27.0% | 827 | 38% | 41% | 21% | +16 |
| 2 | McDonald's | 26.9% | 837 | 43% | 35% | 22% | +21 |
| 3 | KFC | 11.7% | 360 | 48% | 33% | 19% | +29 |
| 4 | Burger King | 9.2% | 280 | 63% | 20% | 17% | +46 |
| 5 | Domino's | 6.3% | 197 | 45% | 39% | 16% | +28 |
| 6 | Pret a Manger | 6.1% | 185 | 51% | 27% | 22% | +29 |
| 7 | Nando's | 5.1% | 154 | 62% | 19% | 19% | +44 |
| 8 | Wagamama | 3.0% | 91 | 52% | 26% | 22% | +30 |
| 9 | Subway | 2.9% | 91 | 58% | 21% | 21% | +37 |
| 10 | Five Guys | 1.6% | 50 | 58% | 34% | 8% | +50 |

## Monthly share of coverage, UK Fast Food & QSR

| Organisation | January 2026 | February 2026 | March 2026 | April 2026 | May 2026 | June 2026 |
| --- | --- | --- | --- | --- | --- | --- |
| Greggs | 28.1% | 24.4% | 26.4% | 26.0% | 36.7% | 20.5% |
| McDonald's | 37.4% | 30.8% | 23.7% | 24.4% | 19.3% | 26.0% |
| KFC | 9.9% | 12.7% | 13.2% | 10.7% | 8.6% | 15.2% |
| Burger King | 6.4% | 8.2% | 8.7% | 12.0% | 9.1% | 10.6% |
| Domino's | 2.6% | 6.8% | 9.2% | 9.8% | 2.6% | 6.8% |
| Pret a Manger | 3.3% | 3.1% | 7.0% | 7.1% | 11.4% | 5.1% |
| Nando's | 2.6% | 5.1% | 5.0% | 4.9% | 4.7% | 8.4% |
| Wagamama | 3.3% | 5.5% | 2.1% | 1.5% | 1.6% | 4.0% |
| Subway | 3.6% | 2.7% | 3.0% | 2.9% | 3.3% | 2.2% |
| Five Guys | 2.8% | 0.6% | 1.7% | 0.7% | 2.8% | 1.1% |

## Operators in detail

### Greggs

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

Greggs ranked 1st of 10 by average monthly share of coverage (27.0%) in the UK Fast Food & QSR benchmark for H1 2026, with 827 mentions and a net tone of +16.

Its strongest competitive position was May, when share reached 36.7%, before falling to 20.5% and second place in June. January coverage centred on Christmas trading, the expansion plan, price increases and Greggs' response to demand for smaller, protein-rich products. February brought the iced matcha launch and pilates pop-up alongside reports about investor concerns over weight-loss drugs. Greggs moved into first place in March as results reporting, the target of about 120 new shops and early evidence from its Bitesize format formed the main company-focused developments. April retained first place while the agenda shifted towards the Chicken Roll, anti-theft counters, food-waste activity and a partnership with Nesta on healthier sales. May combined improving sales reporting with the first international shop at Tenerife South Airport and a self-service Express trial. June's fall to second place coincided with fewer Greggs mentions, while stories included heat-related temporary closures, the London Bridge Bitesize opening and a board appointment. Visibility peaked in May 2026 at 36.7%, compared with 20.5% in June 2026. February 2026: share fell 3.7 percentage points to 24.4% while Greggs remained second; stories included the iced matcha range and temporary pilates studio.

Key messages:

- Visibility peaked in May 2026 at 36.7%, compared with 20.5% in June 2026.
- January 2026: Greggs outlined smaller portions and protein-rich products in response to changing demand — BBC.
- Greggs has opened its 600th franchised outlet at Stonecross Services with Motor Fuel Group. Franchised sites now account for just over a fifth of its network.
- Greggs opened 207 sites in 2025, resulting in 121 net new openings, and plans around 120 further openings in 2026. Full-year sales rose 6.8% as the chain said it gained food-to-go market share.
- Greggs CEO Roisin Currie has joined the government’s Food Strategy Advisory Board. The expanded board is intended to support a healthy, affordable and sustainable UK food system.
- Greggs is using an iced matcha range and a branded pilates studio to reposition itself around wellness. The campaign aims to broaden its customer base beyond its traditional image.

Leading themes:

- Trading & Results: 27.7% of Greggs's coverage (theme index 6.41, net tone −10)
- Openings, Closures & Expansion: 26.1% of Greggs's coverage (theme index 0.95, net tone +39)
- Food, Menu & Product: 16.1% of Greggs's coverage (theme index 0.52, net tone +38)

Notable positive coverage:

- 5 January 2026, qsrmedia.co.uk: [Greggs opens 600th franchise outlet](https://qsrmedia.co.uk/franchising/news/greggs-opens-600th-franchise-outlet). Greggs has opened its 600th franchised outlet at Stonecross Services with Motor Fuel Group. Franchised sites now account for just over a fifth of its network.
- 8 January 2026, bakeryinfo.co.uk: [Greggs plans 120 net new shops in 2026 after £2.2bn turnover year](https://bakeryinfo.co.uk/finance/greggs-plans-120-net-new-shops-in-2026-after-22bn-turnover-year/713695.article). Greggs plans 120 net new UK shops in 2026 after increasing its estate by 121 locations in 2025. The company reported £2.2bn turnover and is investing in supply-chain capacity to support expansion.
- 8 January 2026, restaurantonline.co.uk: [Greggs opened four sites a week in 2025 - and many more are coming this year](https://www.restaurantonline.co.uk/Article/2026/01/08/greggs-opened-four-sites-a-week-in-2025-and-many-more-are-coming-this-year/). Greggs opened 207 sites in 2025, resulting in 121 net new openings, and plans around 120 further openings in 2026. Full-year sales rose 6.8% as the chain said it gained food-to-go market share.

Notable negative coverage:

- 27 April 2026, bbc.co.uk: [Greggs removes display cabinets in stores hit by shoplifters](https://www.bbc.co.uk/news/articles/c8dldv4lqygo). Greggs is testing secure service counters in stores most affected by shoplifting, alongside incident-reporting software for local police.
- 28 February 2026, thisismoney.co.uk: [Traders ramp up bets against Greggs as fat jabs eat away profits](https://www.thisismoney.co.uk/money/markets/article-15601639/Traders-ramp-bets-against-Greggs-fat-jabs-eat-away-profits.html). The article reports increased investor bets against Greggs, attributing profit pressure to the impact of weight-loss drugs.
- 17 January 2026, theguardian.com: [UK supermarkets go all out for 'Jab-uary' with food for those on weight-loss drugs](https://www.theguardian.com/business/2026/jan/17/uk-supermarkets-go-all-out-for-jab-uary-with-food-for-those-on-weight-loss-drugs). UK retailers are launching smaller and higher-protein products aimed at users of GLP-1 weight-loss drugs, amid questions over price premiums. Greggs said the drugs were affecting sales, although an analyst attributed pressure more to higher discretionary food prices and its sausage-roll price rise.

- [Greggs deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=greggs&view=deep-dive)
- [Greggs PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/greggs.pdf)

### McDonald's

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

McDonald's ranked 2nd of 10 by average monthly share of coverage (26.9%) in the UK Fast Food & QSR benchmark for H1 2026, with 837 mentions and a net tone of +21.

Its strongest competitive position came in January, when 216 mentions produced a 37.4% share and first place amid reporting on the Secret Menu, planning refusals and workplace-harassment allegations. It retained first place in February at 30.8%, alongside independent reporting on the permanent Big Arch, UK sales growth and contested restaurant proposals. The chain moved to second in March as share fell to 23.7%, even as stories covered the Darlington distribution centre, McGriddles, Easter products and several planning decisions. A slight share recovery in April accompanied reporting on 2,500 paid work placements, new McCrispy products and continued scrutiny of harassment prevention, before share fell to 19.3% in May. May’s coverage also included 7.8% first-quarter UK sales growth, the Tongham appeal rejection and a new UK and Ireland marketing chief. McDonald’s returned to first in June with a 26.0% share, while independent stories included Cairnryan planning approval, the World Cup menu and plans to invest more than £1bn and open 200 restaurants by 2028. Visibility peaked in January 2026 at 37.4%, compared with 19.3% in May 2026. January 2026: Sheffield councillors rejected plans for a new McDonald’s restaurant, reported by BBC News.

Key messages:

- Visibility peaked in January 2026 at 37.4%, compared with 19.3% in May 2026.
- January 2026: Sheffield councillors rejected plans for a new McDonald’s restaurant, reported by BBC News.
- McDonald's will introduce its Vanilla Matcha Frappé across UK and Ireland restaurants from 2 June. The article also outlines other McCafé summer drinks and permanent McCrispy additions.
- McDonald's plans to open a drive-through restaurant in New Ross, Wexford, as it approaches 50 years in Ireland. The company highlights its Irish footprint, franchise network, employment and supplier spending.
- Marco Pierre White’s video of himself eating a McDonald’s cheeseburger prompts discussion of the chain’s affordability, consistency and appeal. The article notes his longstanding praise for McDonald’s value.
- McDonald's UK has launched a limited-edition FRIENDS-themed meal with collectables, themed packaging and a Monica's Marinara Sauce. The chain also introduced Pizza Mozzarella Dippers.

Leading themes:

- Food, Menu & Product: 35.8% of McDonald's's coverage (theme index 1.52, net tone +42)
- Openings, Closures & Expansion: 24.9% of McDonald's's coverage (theme index 0.89, net tone +28)
- Value, Pricing & Promotions: 12.2% of McDonald's's coverage (theme index 1.7, net tone −16)

Notable positive coverage:

- 7 January 2026, qsrmedia.co.uk: [McDonald's UK&I unveils its new Secret Menu](https://qsrmedia.co.uk/menu-innovations/news/mcdonalds-uki-unveils-its-new-secret-menu). McDonald's UK&I has launched a limited-time Secret Menu featuring new items including Surf N' Turf and Chicken Cheeseburger. The Chicken Big Mac has also returned.
- 9 January 2026, thegrocer.co.uk: [McDonald's launches first-ever official UK secret menu](https://www.thegrocer.co.uk/news/mcdonalds-launches-first-ever-official-uk-secret-menu/713782.article). McDonald's has launched a limited-time official Secret Menu across UK and Ireland restaurants. The range includes Surf N' Turf, Chicken Cheeseburger, Chicken Big Mac, sauces, drinks and desserts.
- 23 January 2026, irishexaminer.com: [McDonald’s marks a half-century in Ireland with plans to expand further](https://www.irishexaminer.com/business/companies/arid-41780237.html). McDonald's plans to open a drive-through restaurant in New Ross, Wexford, as it approaches 50 years in Ireland. The company highlights its Irish footprint, franchise network, employment and supplier spending.

Notable negative coverage:

- 13 May 2026, bbc.co.uk: [Kingstanding McDonald's fined for mouse infestation](https://www.bbc.co.uk/news/articles/c707xeyd4g8o). A McDonald's franchisee in Birmingham was fined after a mouse infestation led to unsafe-food findings and a temporary closure. Subsequent inspections awarded the restaurant a five-star hygiene rating after corrective action.
- 23 April 2026, bbc.co.uk: [Equality watchdog says work 'ongoing' with McDonald's on sexual harassment prevention](https://www.bbc.co.uk/news/articles/cq6jn883vyeo). The EHRC says it continues to monitor McDonald's over sexual-harassment prevention. More than 700 current and former junior workers are pursuing legal action against the company.
- 19 February 2026, bbc.com: [Burger battle over Cairnryan McDonald's environmental impact](https://www.bbc.com/news/articles/cvgj7qyxy51o). McDonald's faces a recommended refusal for its proposed Cairnryan drive-through over traffic and greenhouse-gas concerns. The company argues the restaurant would reduce local travel and regenerate a derelict site.

- [McDonald's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=mcdonalds&view=deep-dive)
- [McDonald's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/mcdonalds.pdf)

### KFC

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

KFC ranked 3rd of 10 by average monthly share of coverage (11.7%) in the UK Fast Food & QSR benchmark for H1 2026, with 360 mentions and a net tone of +29.

Early coverage combined the £38m Kwench rollout and a 500-shop growth plan with independent reporting that placed KFC behind Wingstop and Dave’s in a January taste test. February’s agenda widened to British chicken sourcing, increased poultry spending and the chain’s departure from the Better Chicken Commitment. March paired the Pickle Mania launch with the third phase of the Believe advertising platform as KFC’s share reached 13.2%. The April and May decline coincided with greater emphasis on local licensing, openings and closures, alongside the Daredevil Zinger range and the return of the Supercharger Sub. KFC’s share then rose by 6.6 percentage points to 15.2% in June, when stories included its global branding and restaurant overhaul, the Tenders & Dips launch and accelerated UK expansion plans. January 2026: The Grocer reported KFC’s £38m nationwide Kwench speciality-drinks rollout. April 2026: share fell 2.5 percentage points to 10.7% and rank moved from third to fourth; stories included the Daredevil Zinger launch and late-hours licensing decisions in Chelmsford and Swindon. February 2026: BBC News covered KFC and other chains leaving the Better Chicken Commitment for the Sustainable Chicken Forum. March 2026: The Grocer reported the nationwide Pickle Mania menu, including a Pepsi Max drink served with pickle juice.

Key messages:

- January 2026: The Grocer reported KFC’s £38m nationwide Kwench speciality-drinks rollout.
- KFC has donated the equivalent of five million meals through its UK food-redistribution partnership with FareShare since 2021. Surplus chicken is distributed to more than 1,300 charity partners.
- KFC UK & Ireland's strategy and innovation director outlines plans to accelerate menu and drinks innovation, including Hot Honey Drip Burger and the Kwench drinks range. He also discusses franchise collaboration, marketing strategy and growth in Ireland.
- KFC and other restaurant groups have left the Better Chicken Commitment for the Sustainable Chicken Forum, citing supply, emissions and demand considerations. Animal welfare campaigners criticised the withdrawal, while Pret and Greggs remain BCC members.
- KFC plans to reopen at its former Uxbridge Road site in Shepherd's Bush. Residents oppose the return, citing past litter, traffic and anti-social-behaviour concerns, while KFC has pledged regular litter picks.
- KFC has closed its Chiswick branch following earlier food-hygiene disruption caused by flooding. The article also notes wider UK hospitality-sector closures and job losses.

Leading themes:

- Food, Menu & Product: 33.9% of KFC's coverage (theme index 1.3, net tone +74)
- Openings, Closures & Expansion: 24.2% of KFC's coverage (theme index 0.88, net tone +22)
- ESG & Community: 13.9% of KFC's coverage (theme index 2.77, net tone −34)

Notable positive coverage:

- 23 January 2026, thegrocer.co.uk: [KFC hits five million meals donation with FareShare](https://www.thegrocer.co.uk/news/kfc-hits-five-million-meals-donation-with-fareshare/714389.article). KFC has donated the equivalent of five million meals through its UK food-redistribution partnership with FareShare since 2021. Surplus chicken is distributed to more than 1,300 charity partners.
- 26 January 2026, mca-insight.com: [KFC’s Kwench drinks range to launch nationwide](https://www.mca-insight.com/restaurants/kfcs-kwench-drinks-range-to-launch-nationwide/714455.article). KFC UK & Ireland plans to roll out its Kwench drinks range nationally after a Manchester pilot. The rollout covers its 1,000-plus restaurants and is backed by £38m from KFC and franchise partners.
- 27 January 2026, qsrmedia.co.uk: [KFC redistributes 5 million meals through FareShare partnership](https://qsrmedia.co.uk/community/news/kfc-redistributes-5-million-meals-through-fareshare-partnership). KFC has redistributed the equivalent of five million meals through its UK FareShare partnership since 2021. Surplus chicken is frozen and supplied to more than 1,300 charities.

Notable negative coverage:

- 20 February 2026, bbc.com: [KFC, Nando's, and others ditch chicken welfare pledge as demand soars](https://www.bbc.com/news/articles/cm2r6jqm042o). KFC and other restaurant groups have left the Better Chicken Commitment for the Sustainable Chicken Forum, citing supply, emissions and demand considerations. Animal welfare campaigners criticised the withdrawal, while Pret and Greggs remain BCC members.
- 11 June 2026, standard.co.uk: [Locals 'devastated' as KFC confirms plan to return to West London site](https://www.standard.co.uk/news/london/kfc-uxbridge-road-shepherds-bush-b1285722.html). KFC plans to reopen at its former Uxbridge Road site in Shepherd's Bush. Residents oppose the return, citing past litter, traffic and anti-social-behaviour concerns, while KFC has pledged regular litter picks.
- 22 April 2026, express.co.uk: [KFC shuts branch as UK town's high street hit by string of closures](https://www.express.co.uk/news/uk/2197067/kfc-shut-branch-chiswick-high-street). KFC has closed its Chiswick branch following earlier food-hygiene disruption caused by flooding. The article also notes wider UK hospitality-sector closures and job losses.

- [KFC deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=kfc&view=deep-dive)
- [KFC PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/kfc.pdf)

### Burger King

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

Burger King ranked 4th of 10 by average monthly share of coverage (9.2%) in the UK Fast Food & QSR benchmark for H1 2026, with 280 mentions and a net tone of +46.

Its competitive position worsened from fourth in January and February to fifth in March, before improving to third in April. April combined the period’s largest monthly volume with reports of £60m financing, plans for more than 30 openings and over 60 refurbishments. After April, share fell to 9.1% in May before recovering to 10.6% in June, while Burger Buddies, a renewable-power agreement and Pringles-flavoured Chicken Fries broadened the subject mix. January 2026: Metro reported the Slurp Prize promotion, offering more than a million prizes through cold-drink stickers. February 2026: share rose 1.8 points to 8.2% and volume increased by three to 40, while rank remained fourth; stories included the 30-openings-a-year plan and £6 Legends Week meals. March 2026: The Grocer reported the limited-edition Pringles flavours based on the Bacon Double Cheese XL and Chicken Royale. May 2026: The Grocer reported the launch of Burger Buddies, snack-sized versions of three established burgers. June 2026: Tasting Table reported Burger King UK’s conversion of used cooking oil into biofuel for its logistics fleet. Burger King will close its only Great Yarmouth branch at Market Gates Shopping Centre on 22 February. The company said customers can use its nearby Caister restaurant.

Key messages:

- January 2026: Metro reported the Slurp Prize promotion, offering more than a million prizes through cold-drink stickers.
- Burger King will close its only Great Yarmouth branch at Market Gates Shopping Centre on 22 February. The company said customers can use its nearby Caister restaurant.
- Burger King UK is offering free King Jr. meals with qualifying adult purchases during February half-term and running a fruit-and-vegetable competition with innocent. It will also run Legend's Week, with selected burger-and-fries deals priced at £6.
- Burger King UK is launching the limited-time Wagyu Wellington burger, reviving The Wagyu and adding truffle-loaded fries. The range is available in restaurants and through delivery platforms.
- Pringles and Burger King will sell limited-edition Bacon Double Cheese XL and Chicken Royale crisps from April to September. The non-HFSS range is supported by a Burger King restaurant voucher promotion.
- Burger King's long-standing Copdock Interchange store in Ipswich has closed, with construction activity observed at the site. The chain had not commented at the time of publication.

Leading themes:

- Openings, Closures & Expansion: 38.2% of Burger King's coverage (theme index 1.47, net tone +47)
- Food, Menu & Product: 28.9% of Burger King's coverage (theme index 1.08, net tone +80)
- ESG & Community: 10.0% of Burger King's coverage (theme index 1.77, net tone −64)

Notable positive coverage:

- 8 January 2026, bbc.com: [Burger King to build new drive-thru in Camberley](https://www.bbc.com/news/articles/ckgjz9ye8d1o?at_medium=RSS&at_campaign=rss). Burger King plans to build a new drive-thru restaurant in Camberley, Surrey. It has submitted signage, menu and traffic-management plans to the local council.
- 24 February 2026, qsrmedia.co.uk: [Burger King drives traffic with weeklong £6 value deal](https://qsrmedia.co.uk/marketing/news/burger-king-drives-traffic-weeklong-ps6-value-deal). Burger King is running a UK £6 Legends Week app promotion, offering a burger, fries and drink with claimed savings of up to 43%. It is also offering King Jr. Meal customers entry to an Innocent-backed fruit-and-vegetable competition.
- 23 March 2026, goodhousekeeping.com: [Burger King debuts limited Wagyu Wellington burger with an £11 price tag](https://www.goodhousekeeping.com/uk/food/a70818096/burger-king-wagyu-wellington-burger/). Burger King is launching a limited-edition Wagyu Wellington Burger in its Gourmet Kings range, priced from £11.29, with the previous Wagyu burger also returning.

Notable negative coverage:

- 2 June 2026, eadt.co.uk: [Mystery closure of long-standing fast food giant at Copdock Interchange](https://www.eadt.co.uk/news/26158108.ipswich-burger-king-shuts-copdock-interchange-retail-park/). Burger King's long-standing Copdock Interchange store in Ipswich has closed, with construction activity observed at the site. The chain had not commented at the time of publication.
- 4 June 2026, express.co.uk: [Blow for UK seaside town as major fast food chain with 570 restaurants to close](https://www.express.co.uk/news/uk/2213238/blow-seaside-town-fast-food-chain-close). Burger King UK will close its Morecambe restaurant on 20 June, directing customers to its Forton Services location.
- 23 February 2026, express.co.uk: [Fast food giant with 570 UK sites closes restaurant in popular seaside town](https://www.express.co.uk/news/uk/2174315/burger-king-closing-Great-Yarmouth). Burger King has closed its Great Yarmouth restaurant, leaving the nearest branch in Caister. The article notes the chain's UK footprint and customer disappointment.

- [Burger King deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=burgerking&view=deep-dive)
- [Burger King PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/burgerking.pdf)

### Domino's

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

Domino's ranked 5th of 10 by average monthly share of coverage (6.3%) in the UK Fast Food & QSR benchmark for H1 2026, with 197 mentions and a net tone of +28.

Visibility began at ninth place with 2.6% in January, when stories ranged from new-store plans and openings to Heat Boots, Chick ’N’ Dip promotion and a customer complaint. It moved to fifth in February and fourth in March as the news agenda expanded from the nationwide Chick ’N’ Dip rollout to annual results and Nicola Frampton’s permanent appointment as chief executive. March reporting focused on lower orders, falling profit and higher labour costs, alongside plans for stores and chicken-led growth. April’s 9.8% share was slightly higher than March’s, although Domino’s slipped to fifth as Italiano’s premium pizzas, the modular pod-store concept and first-quarter trading supplied distinct lines of coverage. May then fell to 2.6% and ninth place, with the smaller agenda dominated by local expansion, including Kirkby, Thurston and Barton-upon-Humber. June recovered to 6.8% and sixth place as the £25m Avonmouth supply-chain centre appeared alongside JPMorgan’s underweight initiation and local promotions. February 2026: Chick ’N’ Dip rolled out across all UK and Republic of Ireland stores — The Grocer. March 2026: share increased 2.4 points to 9.2% and rank improved to fourth; annual-results reporting and Nicola Frampton’s permanent appointment were contemporaneous developments.

Key messages:

- February 2026: Chick ’N’ Dip rolled out across all UK and Republic of Ireland stores — The Grocer.
- Domino's is launching its Chick 'n' Dip chicken range nationwide after a North East trial. The range includes tenders, wings and boneless bites with nine dips.
- Domino's Pizza has raised £9m for Teenage Cancer Trust and extended its partnership for another five years. It aims to raise a further £4m while continuing practical support for young people with cancer.
- JP Morgan initiated coverage of Domino's Pizza Group, the UK and Ireland master franchisee, with an underweight rating and a 145p target implying about 25% downside. The bank cited structural, operational and execution risks.
- An analysis argues that Irish takeaway delivery costs will rise as employers account for delivery workers' employment rights, despite a VAT reduction on food-led hospitality. It cites Domino's Ireland labour-related costs following an Irish Supreme Court ruling on rider employment status.
- Domino's Pizza has shelved efforts to acquire a second brand as deliveries declined. It expects adjusted profits to meet market forecasts this year.

Leading themes:

- Trading & Results: 27.4% of Domino's's coverage (theme index 2.9, net tone −11)
- Food, Menu & Product: 25.4% of Domino's's coverage (theme index 0.94, net tone +46)
- Openings, Closures & Expansion: 21.8% of Domino's's coverage (theme index 0.79, net tone +63)

Notable positive coverage:

- 6 February 2026, ladbible.com: [Domino's adds fiery new Chick 'n' Dip selection to menu after trial proves a hit](https://www.ladbible.com/lifestyle/food-and-drink/dominos-chick-n-dip-menu-306118-20260205). Domino's is launching its Chick 'n' Dip chicken range nationwide after a North East trial. The range includes tenders, wings and boneless bites with nine dips.
- 6 February 2026, mca-insight.com: [Domino’s rolls out CHICK’N’DIP nationwide](https://www.mca-insight.com/delivery/dominos-rolls-out-chickndip-nationwide/714967.article). Domino's is rolling out its CHICK’N’DIP chicken sub-brand nationwide to complement its pizza offer and broaden customer occasions.
- 6 February 2026, thegrocer.co.uk: [Domino's rolls out Chick 'N' Dip brand to all UK and Ireland stores](https://www.thegrocer.co.uk/news/dominos-rolls-out-chick-n-dip-brand-to-all-uk-and-ireland-stores/714979.article). Domino's will roll out its Chick 'N' Dip chicken range across all UK and Republic of Ireland stores after a regional trial. The company says the range should create incremental occasions alongside pizza.

Notable negative coverage:

- 25 June 2026, proactiveinvestors.com: [JP Morgan starts Domino's Pizza Group at 'underweight', sees 25% downside](https://www.proactiveinvestors.com/companies/news/1094489/jp-morgan-starts-domino-s-pizza-group-at-underweight-sees-25-downside-1094489.html). JP Morgan initiated coverage of Domino's Pizza Group, the UK and Ireland master franchisee, with an underweight rating and a 145p target implying about 25% downside. The bank cited structural, operational and execution risks.
- 25 June 2026, rte.ie: [Why your takeaway is going to cost more - even after July VAT cut](https://www.rte.ie/brainstorm/2026/0625/1579943-food-deliveries-workers-rights-supreme-court-eu-vat/). An analysis argues that Irish takeaway delivery costs will rise as employers account for delivery workers' employment rights, despite a VAT reduction on food-led hospitality. It cites Domino's Ireland labour-related costs following an Irish Supreme Court ruling on rider employment status.
- 10 March 2026, thetimes.com: [Domino’s Pizza abandons takeover hunt as deliveries slump](https://www.thetimes.com/business/companies-markets/article/dominos-pizza-orders-fall-as-delivery-slump-hits-profits-dsp3r5z2m). Domino's Pizza has shelved efforts to acquire a second brand as deliveries declined. It expects adjusted profits to meet market forecasts this year.

- [Domino's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=dominos&view=deep-dive)
- [Domino's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/dominos.pdf)

### Pret a Manger

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

Pret a Manger ranked 6th of 10 by average monthly share of coverage (6.1%) in the UK Fast Food & QSR benchmark for H1 2026, with 185 mentions and a net tone of +29.

Its position weakened from sixth at 3.3% in January to eighth at 3.1% in February. Share then rose to 7.0% in March and 7.1% in April, placing Pret sixth in both months. May marked the strongest competitive position, with an 11.4% share and third place, before the chain fell to seventh at 5.1% in June. April’s agenda also included the jambon beurre withdrawal during a cornichon shortage, discussion of changing lunch and commuting habits, and management’s position that cost increases would not currently be passed to customers. June combined reports of UK sales growth and the end of Pret’s US franchise joint venture with sustained scrutiny of its delayed chicken-welfare timetable. Visibility peaked in May 2026 at 11.4%, compared with 3.1% in February 2026. January 2026: Pret’s planned ninth Heathrow shop, with a 24-hour kitchen, reported by qsrmedia.co.uk. February 2026: share slipped 0.2 points to 3.1% and rank fell from sixth to eighth; stories included the Poppi rollout at Pret and a new service-station shop near Chippenham. May 2026: share increased 4.3 points to 11.4% and rank advanced from sixth to third; the first Warrington drive-through opened during the month.

Key messages:

- Visibility peaked in May 2026 at 11.4%, compared with 3.1% in February 2026.
- January 2026: Pret’s planned ninth Heathrow shop, with a 24-hour kitchen, reported by qsrmedia.co.uk.
- Pret a Manger has appointed former KFC UK & Ireland operations director Lawrence Heyes as its UK operations director. The business said the appointment supports its next phase of growth.
- Pret a Manger has introduced half baguettes, soups, a hot wrap and seasonal drinks in its January UK menu update. Soup sales will contribute 10p each to The Pret Foundation.
- Pret a Manger plans to open a new Heathrow Terminal 5 arrivals outlet later this year, its ninth shop at the airport. The site will operate a 24-hour kitchen and trial handheld payment devices.
- Pret a Manger is launching Triple Sandwiches, additional half-size flatbreads and baguettes, breakfast items, cakes and limited-time coffee drinks. The rollout is positioned as expanding customer choice and menu variety.

Leading themes:

- Openings, Closures & Expansion: 35.7% of Pret a Manger's coverage (theme index 1.34, net tone +77)
- Food, Menu & Product: 21.1% of Pret a Manger's coverage (theme index 0.77, net tone −3)
- Health, Nutrition & HFSS: 12.4% of Pret a Manger's coverage (theme index 3.18, net tone −43)

Notable positive coverage:

- 7 January 2026, thegrocer.co.uk: [Pret a Manger welcomes back Lawrence Heyes as operations director](https://www.thegrocer.co.uk/news/pret-a-manger-welcomes-back-lawrence-heyes-as-operations-director/713652.article). Pret a Manger has appointed former KFC UK & Ireland operations director Lawrence Heyes as its UK operations director. The business said the appointment supports its next phase of growth.
- 15 January 2026, qsrmedia.co.uk: [Pret launches half baguettes in winter menu update](https://qsrmedia.co.uk/menu-innovations/news/pret-launches-half-baguettes-in-winter-menu-update). Pret a Manger has introduced half baguettes, soups, a hot wrap and seasonal drinks in its January UK menu update. Soup sales will contribute 10p each to The Pret Foundation.
- 27 January 2026, thegrocer.co.uk: [Pret a Manger to open ninth shop in Heathrow Airport](https://www.thegrocer.co.uk/news/pret-a-manger-to-open-ninth-shop-in-heathrow-airport/714483.article). Pret a Manger plans to open its ninth Heathrow shop in Terminal 5 Arrivals later this year. The 24-hour site supports Pret's UK strategy to expand in travel hubs.

Notable negative coverage:

- 1 June 2026, bbc.com: [Natasha Ednan-Laperouse's Pret allergy death prompts £10m research prize](https://www.bbc.com/news/articles/c4g0172g955o). Natasha Ednan-Laperouse's parents launched a £10m UK allergy-research prize following her fatal reaction to a Pret a Manger baguette. The case led to strengthened allergen-labelling requirements for food packaged on premises.
- 13 May 2026, bbc.com: [Posh sandwich has more salt than nearly five cheeseburgers, campaigners say](https://www.bbc.com/news/articles/c4g4l54g2ppo). A UK campaign group's sandwich study highlighted Pret's ham and grevé baguette for high salt content. It contrasted a lower-salt Greggs chicken sandwich with a comparable Pret product and called for stronger government action.
- 13 May 2026, uk.finance.yahoo.com: [Some of UK's most popular sandwiches contain 'alarmingly high' levels of salt](https://uk.finance.yahoo.com/news/uk-most-popular-sandwiches-contain-230100623.html). A survey found high salt levels across UK shop-bought sandwiches, including Pret a Manger’s Ham & Greve Baguette at 3.85g per serving. The research called attention to the nutritional quality of out-of-home lunch products.

- [Pret a Manger deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=pretamanger&view=deep-dive)
- [Pret a Manger PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/pretamanger.pdf)

### Nando's

**Openings, Closures & Expansion shaped Nando's' media profile during H1 2026**

Nando's ranked 7th of 10 by average monthly share of coverage (5.1%) in the UK Fast Food & QSR benchmark for H1 2026, with 154 mentions and a net tone of +44.

It began ninth in January on 2.6%, when independent editorial coverage included Irish profit growth, the Kilmarnock opening and plans for Kidderminster and Keighley. February lifted Nando’s to seventh on 5.1%; contemporaneous stories covered its withdrawal from the Better Chicken Commitment, the Winchester protest response and a two-for-one promotion. The chain stayed seventh through March and April as planned openings in Llandudno, Grimsby, West Bridgford and Portsmouth were joined by the 500th restaurant in Leatherhead and Bukayo Saka sauce entering major retailers. In May, Nando’s rose to sixth despite its share easing to 4.7%, alongside coverage of the summer menu, Tom Holland’s non-alcoholic beer listing and the Galway opening. June was the high point at 8.4% and fifth place, with independent editorial reporting on its pledge to pass a temporary VAT cut through to children’s meals and approval for its first Scunthorpe restaurant. January 2026: Nando’s Chickenland Ireland reported a 64% rise in pre-tax profit to €7.7m, covered by RTÉ. May 2026: share eased 0.2 points to 4.7% while rank improved from seventh to sixth; contemporaneous developments included the summer-menu launch and BERO’s addition to more than 450 restaurants.

Key messages:

- January 2026: Nando’s Chickenland Ireland reported a 64% rise in pre-tax profit to €7.7m, covered by RTÉ.
- Nando's has launched its Bukayo Saka Peri-Peri Sauce into major UK retailers after its restaurant debut. The vegan, halal and kosher-friendly sauce is Nando's first retail collaboration.
- Nando's is opening a new 110-seat restaurant at Galway Shopping Centre in Ireland, creating 42 jobs. The site will offer delivery and Click & Collect and partner with COPE Galway.
- Nando's has launched the limited-time Nandoca Burger across its UK restaurants after it won an employee menu-development competition. The burger was created by a South Aylesford employee.
- Nando's, PizzaExpress and Wagamama are reported to have raised menu prices substantially since 2021 amid higher hospitality costs. Nando's and Wagamama cite wage, supply-chain and other operating pressures while highlighting value offers.
- The article highlights restaurant wine mark-ups, including Nando's pricing of Spier wines at roughly 84–87% above cited retail prices. It frames restaurant pricing as excessive amid rising dining costs.

Leading themes:

- Openings, Closures & Expansion: 30.5% of Nando's's coverage (theme index 1.13, net tone +79)
- Food, Menu & Product: 20.8% of Nando's's coverage (theme index 0.76, net tone +94)
- ESG & Community: 18.2% of Nando's's coverage (theme index 3.36, net tone −75)

Notable positive coverage:

- 19 January 2026, breakingnews.ie: [Nando's eyes up potential sites for further expansion as profits rise to €7.7m](https://www.breakingnews.ie/ireland/nandos-eyes-up-potential-sites-for-further-expansion-as-profits-rise-to-e7-7m-1855274.html). Nando's Chickenland Ireland reported a 64% rise in pre-tax profit to €7.7m as revenue rose 14% to €39.1m. The business is seeking additional Republic of Ireland restaurant sites despite continuing cost pressures.
- 20 January 2026, rte.ie: [Nando's profits rose by 64% to €7.7m last year](https://www.rte.ie/news/business/2026/0120/1554053-nandos-annual-results/). Nando's Chickenland Ireland reported a 64% rise in pre-tax profit to €7.7m, alongside 14% revenue growth. The company is seeking further Irish restaurant sites despite continuing cost inflation.
- 6 April 2026, thetimes.com: [Nando’s has the finest kids’ menu in the United Kingdom](https://www.thetimes.com/life-style/parenting/article/nandos-has-the-finest-kids-menu-in-the-united-kingdom-nnbvvrghr). An article characterises Nando's kids' menu as the finest in the United Kingdom.

Notable negative coverage:

- 18 April 2026, mirror.co.uk: [Nando's and Pizza Express among family favourite restaurants hiking prices](https://www.mirror.co.uk/news/uk-news/nandos-pizza-express-price-rise-37036727). Nando's, PizzaExpress and Wagamama are reported to have raised menu prices substantially since 2021 amid higher hospitality costs. Nando's and Wagamama cite wage, supply-chain and other operating pressures while highlighting value offers.
- 14 March 2026, thesun.co.uk: [Fury as restaurants charge THREE times more for a bottle of wine than shops](https://www.thesun.co.uk/money/38515989/restaurants-charge-diners-triple-wine-price/). The article highlights restaurant wine mark-ups, including Nando's pricing of Spier wines at roughly 84–87% above cited retail prices. It frames restaurant pricing as excessive amid rising dining costs.
- 2 March 2026, thetimes.com: [Nando’s & co were too chicken for the most basic pledges](https://www.thetimes.com/comment/columnists/article/nandos-chicken-basic-pledges-qkh7l02zz). A Times opinion column criticises Nando's and other restaurant chains for leaving a chicken-welfare commitment intended to end use of fast-growing breeds.

- [Nando's deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=nandos&view=deep-dive)
- [Nando's PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/nandos.pdf)

### Wagamama

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

Wagamama ranked 8th of 10 by average monthly share of coverage (3.0%) in the UK Fast Food & QSR benchmark for H1 2026, with 91 mentions and a net tone of +30.

February's higher visibility included the second Belfast restaurant and Reuters reporting that The Restaurant Group was exploring a sale of its airport and rail-hub division. During the lower-share March-to-May period, independent stories covered a consumer communications appointment, the Uber Eats partnership, the Belfast opening campaign and a 26-item summer menu. June's rise to 4.0% was accompanied by stories about the Heathrow Terminal 5 grab-and-go launch, the Buldak collaboration and Wagamama's response to casual-dining pressures. Visibility peaked in February 2026 at 5.5%, compared with 1.5% in April 2026. January 2026: plans for six UK corporate sites and eight to 12 franchise sites, reported by MCA Insight. March 2026: share fell 3.4 percentage points to 2.1% and rank moved from sixth to ninth; stories included the consumer communications appointment and further reporting on the planned Poole restaurant. February 2026: a second Belfast restaurant creating 40 jobs, reported by the Belfast Telegraph. April 2026: the first new delivery-platform partnership in a decade with Uber Eats, reported by The Grocer. May 2026: a 26-item summer menu with portable lunches and expanded gluten-free options, reported by The Grocer. June 2026: the Heathrow Terminal 5 grab-and-go format, reported by QSR Media.

Key messages:

- Visibility peaked in February 2026 at 5.5%, compared with 1.5% in April 2026.
- January 2026: plans for six UK corporate sites and eight to 12 franchise sites, reported by MCA Insight.
- Wagamama has appointed former Lidl, BP and Morrisons executive Claire Farrant as chief marketing officer. She succeeds the marketing leadership foundations established by Emma Colquhoun.
- Wagamama has partnered with Uber Eats, initially launching in Newcastle before expanding across the UK. The chain says the tie-up is a long-term delivery growth lever and its first new aggregator partnership in a decade.
- Wagamama will launch 26 summer menu additions from 17 June 2026, including portable lunch dishes, lunch boxes and seasonal bowls. The rollout also expands its gluten-free range by 12 dishes and retains a £14 dine-in lunch bundle.
- Wagamama has partnered with Buldak to introduce spicy menu items across its UK restaurants from 17 June. The collaboration targets demand for high-heat flavours among Gen Z consumers.

Leading themes:

- Openings, Closures & Expansion: 35.2% of Wagamama's coverage (theme index 1.31, net tone +81)
- ESG & Community: 18.7% of Wagamama's coverage (theme index 3.3, net tone −82)
- Food, Menu & Product: 17.6% of Wagamama's coverage (theme index 0.65, net tone +63)

Notable positive coverage:

- 5 January 2026, mca-insight.com: [Wagamama plans six UK sites in 2026 | News](https://www.mca-insight.com/restaurants/wagamama-plans-six-uk-sites-in-2026/713489.article). Wagamama plans to open six UK corporate sites in 2026 and eight to 12 franchise sites. The business also reported a significant improvement in dine-in volumes in the second half of 2025.
- 5 January 2026, thegrocer.co.uk: [Wagamama appoints former Lidl and Morrisons marketing boss as CMO](https://www.thegrocer.co.uk/news/wagamama-appoints-former-lidl-and-morrisons-marketing-boss-as-cmo/713538.article). Wagamama has appointed former Lidl, BP and Morrisons executive Claire Farrant as chief marketing officer. She succeeds the marketing leadership foundations established by Emma Colquhoun.
- 1 April 2026, mca-insight.com: [Wagamama partners with Uber Eats](https://www.mca-insight.com/delivery/wagamama-partners-with-uber-eats/717243.article). Wagamama has partnered with Uber Eats in its first new delivery-platform partnership for ten years. The company says the arrangement will significantly expand its national reach.

Notable negative coverage:

- 7 January 2026, bloomberg.com: [Goldman Recommends Investors Ditch Debt of Apollo's Wagamama](https://www.bloomberg.com/news/articles/2026-01-07/goldman-recommends-investors-ditch-debt-of-apollo-s-wagamama). Goldman Sachs credit traders recommended selling bonds issued by Wagamama Holdings following a rally in their price.
- 2 January 2026, mca-insight.com: [Wagamama eyes price hikes as noodle chain battles rising costs | News](https://www.mca-insight.com/restaurants/wagamama-eyes-price-hikes-as-noodle-chain-battles-rising-costs/713462.article). Wagamama is considering price increases as it expects labour and food costs to rise by up to 5%.

- [Wagamama deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=wagamama&view=deep-dive)
- [Wagamama PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/wagamama.pdf)

### Subway

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

Subway ranked 9th of 10 by average monthly share of coverage (2.9%) in the UK Fast Food & QSR benchmark for H1 2026, with 91 mentions and a net tone of +37.

It began in fifth place in January, with 21 mentions and a 3.6% share, amid primary company-focused reporting on the Smashed Falafel trial, Breaded Chicken launch and Fresh Forward 2.0 concession design. February brought a fall to 2.7% and ninth place, while stories ranged from hygiene failures and competitive-positioning analysis to Kids Eat Free and the Baguette Ring giveaway. The chain recovered to eighth in March and remained there in April, alongside the nationwide Shawarma Spiced Chicken and Smashed Falafel launch, new restaurants and a direct promotional activation outside McDonald’s. May produced a higher 3.3% share and seventh place despite fewer mentions, although much of its health and nutrition coverage consisted of explicitly contextual references within reporting on sandwich salt levels. Company-focused May evidence instead included the festival-themed Sleeping Bag-uette and openings in Hamilton and Stoke-on-Trent. February 2026: share fell 0.9 percentage points to 2.7% and rank moved from fifth to ninth; stories included MCA’s analysis of Subway’s competitive positioning and a zero hygiene rating at a Derby branch. February 2026: MCA examined Subway’s loss of ground and difficulty defining its position in the competitive quick-service market. April 2026: BBC News reported the Littleover branch closure after inspectors found live and dead cockroaches.

Key messages:

- January 2026: QSR Media reported Subway’s 300-store Smashed Falafel trial alongside Breaded Chicken and returning cookie products.
- Subway has launched a Breaded Chicken Sub nationwide and is trialling a vegan Smashed Falafel Sub in 300 UK stores. It has also returned its Oat & Raisin Cookie and offered Rewards discounts.
- Subway’s Fresh Forward 2.0 concession design has debuted at EG On The Move’s Moston Services site in Chester. The updated format includes revised décor and improved integration for kiosks and order-ready screens.
- Subway is running a Kids Eat Free offer across participating UK and Ireland restaurants during the Easter break. The article also notes recent menu additions and a vegan trial.
- Subway handed out free salads and wraps outside a McDonald's restaurant in Reading as part of a marketing campaign. The activity positions Subway as a healthier lunch option while McDonald's expands its fried-chicken offer.
- A Subway branch in Huddersfield received a one-star food hygiene rating following a Kirklees Council reinspection. The council said major improvements were needed in hygiene, structural compliance and management.

Leading themes:

- Food, Menu & Product: 42.9% of Subway's coverage (theme index 1.62, net tone +54)
- Openings, Closures & Expansion: 15.4% of Subway's coverage (theme index 0.56, net tone +50)
- Policy & Regulation: 12.1% of Subway's coverage (theme index 2.79, net tone −64)

Notable positive coverage:

- 6 January 2026, thegrocer.co.uk: [Subway expands vegan offering with New Year menu launches](https://www.thegrocer.co.uk/news/subway-expands-vegan-offering-with-new-year-menu-launches/713586.article). Subway is trialling a vegan Smashed Falafel Sub in 300 UK stores and adding a permanent Breaded Chicken Sub. It is also relaunching its Oat & Raisin Cookie and offering app-based promotions.
- 7 January 2026, joe.co.uk: [Subway adds two new subs to its menu in major shakeup](https://www.joe.co.uk/food/subway-adds-two-new-subs-to-its-menu-in-major-shakeup-518605). Subway has launched a Breaded Chicken Sub nationwide and is trialling a vegan Smashed Falafel Sub in 300 UK stores. It has also returned its Oat & Raisin Cookie and offered Rewards discounts.
- 12 January 2026, forecourttrader.co.uk: [EG On The Move debuts new ‘Fresh Forward 2.0’ Subway concession design](https://forecourttrader.co.uk/news/eg-on-the-move-debuts-new-fresh-forward-20-subway-concession-design/713840.article). Subway’s Fresh Forward 2.0 concession design has debuted at EG On The Move’s Moston Services site in Chester. The updated format includes revised décor and improved integration for kiosks and order-ready screens.

Notable negative coverage:

- 11 April 2026, bbc.com: [Live and dead cockroaches found at Subway branch](https://www.bbc.com/news/articles/c3dl0gpekdyo). A Subway branch in Littleover, Derby voluntarily closed after inspectors found live and dead cockroaches. The reopened outlet received a zero food hygiene rating requiring urgent improvement.
- 11 March 2026, mirror.co.uk: [Subway fans say their 'life is a lie' after seeing how baguettes are made](https://www.mirror.co.uk/lifestyle/subway-fans-say-life-lie-36851141). A viral video showing Subway staff baking frozen baguettes prompted mixed customer reactions about the chain’s bread preparation. The article also notes Subway’s UK jacket-potato menu addition.
- 23 January 2026, theguardian.com: [Five Great Reads: a week without ultra-processed foods, props for the prop masters, and the Old Believers who time forgot](https://www.theguardian.com/australia-news/2026/jan/23/five-great-reads-a-week-without-ultra-processed-foods-props-for-the-prop-masters-and-the-old-believers-who-time-forgot). A newsletter highlights the UK jacket-potato trend and reports a negative taste-test verdict on Subway's baked-potato offering.

- [Subway deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=subway&view=deep-dive)
- [Subway PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/subway.pdf)

### Five Guys

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

Five Guys ranked 10th of 10 by average monthly share of coverage (1.6%) in the UK Fast Food & QSR benchmark for H1 2026, with 50 mentions and a net tone of +50.

January’s 2.8% share centred on the lettuce-wrapped burger bundle and the opening of the Winnersh drive-through. Visibility then fell to 0.6% in February before recovering to 1.7% in March, when the Jimmy’s Iced Coffee shake launch and the Duncan Street closure in Leeds featured. April’s 0.7% share coincided with reporting that the European arm’s 2024 pre-tax loss had widened to £36.7m. May returned Five Guys to eighth place on 2.8%, alongside the nationwide Rewards launch, the appointment of Spin and a Skinnydip London merchandise collaboration reported in commercial content. June shifted towards expansion plans at Manchester Fort and proposed late trading in York, although share fell to 1.1%. Visibility peaked in January 2026 at 2.8%, compared with 0.6% in February 2026. January 2026: the sub-250-calorie lettuce-wrapped burger launch assessed by dailymail.com. February 2026: share fell 2.2 percentage points to 0.6% and rank moved from eighth to tenth; stories included Winnersh drive-through’s first week and official UK loaded fries. January 2026: the seventh UK drive-through opening at Winnersh reported by getsurrey.co.uk. May 2026: the nationwide Rewards programme across 176 restaurants reported by thegrocer.co.uk.

Key messages:

- Visibility peaked in January 2026 at 2.8%, compared with 0.6% in February 2026.
- January 2026: the sub-250-calorie lettuce-wrapped burger launch assessed by dailymail.com.
- Five Guys UK and Ireland has launched a limited-edition Jimmy's Iced Coffee shake and brought back pistachio as a shake option. Promotional keychains will be offered with purchases while stocks last.
- Five Guys is opening a drive-thru restaurant at Winnersh Showcase in Reading on 26 January. It will be the chain's seventh UK drive-thru and one of eight UK sites offering its full breakfast menu.
- Five Guys UK has expanded retained agency Spin's remit to include paid social alongside strategy and content creation. The partnership supports the chain's UK marketing operation.
- Five Guys has launched a nationwide UK rewards programme across its restaurants in England, Scotland and Wales. Members receive a free fries reward on joining and further offers after qualifying visits.

Leading themes:

- Food, Menu & Product: 30.0% of Five Guys's coverage (theme index 1.12, net tone +47)
- Openings, Closures & Expansion: 26.0% of Five Guys's coverage (theme index 0.96, net tone +46)
- Value, Pricing & Promotions: 20.0% of Five Guys's coverage (theme index 2.4, net tone +60)

Notable positive coverage:

- 12 January 2026, walesonline.co.uk: [Five Guys has launched a low-carb meal deal](https://www.walesonline.co.uk/whats-on/food-drink-news/five-guys-meal-deal-tendendo-33213456). Five Guys has launched a limited-time UK low-carb bundle pairing its Lettuce Wrap with Coca-Cola Zero Sugar.
- 20 January 2026, readingchronicle.co.uk: [Five Guys at Winnersh Showcase site opening date revealed for drive-thru](https://www.readingchronicle.co.uk/news/25780174.five-guys-winnersh-showcase-opening-date-revealed/). Five Guys will open a drive-thru restaurant at Winnersh Showcase near Reading on 26 January. It will be the chain's seventh UK drive-thru location.
- 24 January 2026, getsurrey.co.uk: [Five Guys to open drive thru 30 minutes from Surrey with breakfast menu available](https://www.getsurrey.co.uk/whats-on/food-drink-news/five-guys-open-drive-thru-33263945). Five Guys is opening a drive-thru restaurant at Winnersh Showcase in Reading on 26 January. It will be the chain's seventh UK drive-thru and one of eight UK sites offering its full breakfast menu.

Notable negative coverage:

- 16 April 2026, dailymail.co.uk: [Burger chain collapses into administration after closing branches](https://www.dailymail.co.uk/news/article-15740069/Burger-chain-administration-close-branches.html). MEATliquor has entered administration after closing five London sites. The article reports that Five Guys' London-headquartered European arm widened its pre-tax loss to £36.7m in 2024.
- 30 March 2026, leeds-live.co.uk: [Fast food giant's 'sorry' message as restaurant in the heart of Leeds city centre closes](https://www.leeds-live.co.uk/best-in-leeds/restaurants-bars/fast-food-giants-sorry-message-33684658). Five Guys has closed its Duncan Street restaurant in Leeds city centre. The chain continues to operate locations at Trinity Leeds and White Rose Shopping Centre.
- 17 January 2026, facebook.com: [OPINION | Five Guys is having a laugh with bun-less burger meal deal 👀](https://www.facebook.com/ManchesterEveningNews/posts/opinion-five-guys-is-having-a-laugh-with-bun-less-burger-meal-deal-/1347182524110776/). An opinion post criticises Five Guys' bun-less burger meal deal as poor value. Comments also debate the product and its health positioning.

- [Five Guys deep dive](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1?entity=fiveguys&view=deep-dive)
- [Five Guys PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1/reports/fiveguys.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 – 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)
- [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", H1 2026 (1 January 2026–30 June 2026), published 1 September 2026. https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-h1