---
title: UK fast food & QSR media reputation tracker – 2026 year to date
canonical_url: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-ytd
type: dataset
publisher: Omniscan
sector: UK Fast Food & QSR
period: 2026 year to date
coverage_start: '2026-01-01'
coverage_end: '2026-09-30'
date_published: '2026-10-04'
last_updated: '2026-10-04'
organisations: 10
articles_analysed: 5742
mentions: 4547
data_download: https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-ytd/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 September 2026, ahead of
  McDonald's (26.9%) and KFC (12.5%).
---

# UK fast food & QSR media reputation tracker: 2026 year to date (1 January 2026–30 September 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 September 2026, ahead of McDonald's (26.9%) and KFC (12.5%). Burger King had the most favourable net tone (+51). Omniscan analysed 5,742 articles containing 4,547 mentions of the operators tracked.

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

## UK Fast Food & QSR ranking by share of coverage, 2026 year to date

| Rank | Organisation | Average monthly share of coverage | Mentions | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- | --- | --- | --- |
| 1 | Greggs | 27.0% | 1,235 | 42% | 42% | 16% | +25 |
| 2 | McDonald's | 26.9% | 1,232 | 49% | 32% | 19% | +30 |
| 3 | KFC | 12.5% | 568 | 51% | 32% | 17% | +34 |
| 4 | Burger King | 8.8% | 397 | 65% | 21% | 14% | +51 |
| 5 | Domino's | 6.8% | 305 | 52% | 37% | 11% | +40 |
| 6 | Pret a Manger | 5.7% | 251 | 50% | 31% | 19% | +32 |
| 7 | Nando's | 4.5% | 200 | 65% | 18% | 17% | +48 |
| 8 | Wagamama | 3.2% | 141 | 62% | 24% | 14% | +49 |
| 9 | Subway | 2.6% | 121 | 54% | 23% | 23% | +31 |
| 10 | Five Guys | 2.0% | 97 | 49% | 22% | 29% | +21 |

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

| Organisation | January 2026 | February 2026 | March 2026 | April 2026 | May 2026 | June 2026 | July 2026 | August 2026 | September 2026 |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| Greggs | 28.0% | 24.8% | 26.9% | 26.1% | 37.1% | 20.3% | 25.9% | 22.6% | 31.7% |
| McDonald's | 37.2% | 31.3% | 23.5% | 24.5% | 19.0% | 26.4% | 23.7% | 29.0% | 27.6% |
| KFC | 10.1% | 12.7% | 13.0% | 10.8% | 8.6% | 15.3% | 14.4% | 15.3% | 12.5% |
| Burger King | 6.5% | 8.6% | 8.9% | 11.8% | 9.3% | 10.8% | 8.5% | 6.2% | 8.3% |
| Domino's | 2.5% | 6.3% | 8.9% | 9.8% | 2.6% | 7.0% | 7.7% | 11.5% | 4.6% |
| Pret a Manger | 3.4% | 2.8% | 7.4% | 6.9% | 11.6% | 4.5% | 6.1% | 4.9% | 3.2% |
| Nando's | 2.7% | 5.2% | 4.8% | 5.0% | 4.8% | 8.6% | 5.1% | 1.1% | 3.1% |
| Wagamama | 2.9% | 5.2% | 2.0% | 1.4% | 1.4% | 3.8% | 5.1% | 5.8% | 1.2% |
| Subway | 3.8% | 2.6% | 3.0% | 2.9% | 3.3% | 2.3% | 1.4% | 1.1% | 3.2% |
| Five Guys | 2.9% | 0.6% | 1.7% | 0.8% | 2.4% | 1.1% | 2.0% | 2.4% | 4.5% |

## Operators in detail

### Greggs

**Greggs leads as expansion and restructuring reshape its profile**

Greggs ranked 1st of 10 by average monthly share of coverage (27.0%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 1,235 mentions and a net tone of +25.

Across January to September, Greggs recorded 1,235 mentions and led the tracked cohort on both pooled share, at 27.2%, and average monthly share, at 27.0%. Its near-identical measures indicate that the overall lead was not distorted by giving larger months more weight. Greggs ranked second in January and February, moved into first from March to May, briefly returned to second in June, and regained the lead in July and September after another second-place month in August. The opening agenda combined Christmas and full-year trading, plans for further shop growth, price rises and the chain's response to demand for smaller, protein-rich products. March reporting brought slower early-year sales growth and lower 2025 profit alongside the Bitesize format and further expansion plans. By May, improving sales, the first international shop at Tenerife South Airport and the self-service Express trial broadened the account beyond domestic trading pressure. June's lower visibility coincided with the London Bridge Bitesize opening, temporary heatwave closures and the appointment of Ikdeep Singh as a non-executive director. July coverage returned to first-half performance as Greggs reported a 20% profit increase, while stories also examined healthier hot-weather products, the Tenerife store's early trading and a target of at least 3,500 UK sites. August shifted towards menu-led reporting, including the temporary renaming of the Sausage, Bean & Cheese Melt following Andy Burnham's endorsement. September brought the highest monthly volume and combined an improved profit outlook with the proposed closure of four factories, around 740 roles at risk and the first supermarket-based Bitesize shop. Overall, independent reporting presented Greggs as the cohort's most visible chain, with growth, menu adaptation and format innovation increasingly accompanied by operational restructuring.

Key messages:

- Greggs accounted for 27.2% of tracked-company mentions; its monthly rank was #1-#2 among 10.
- Coverage concentrated on Trading & Results and Openings, Closures & Expansion.
- Visibility peaked in May 2026 at 37.1%, compared with 20.3% in June 2026.
- January 2026: Greggs outlined two new factories and plans for 800 additional UK branches amid questions about its expansion strategy — The Guardian.

Leading themes:

- Trading & Results: 29.7% of Greggs's coverage (theme index 7.24, net tone +11)
- Openings, Closures & Expansion: 24.3% of Greggs's coverage (theme index 0.83, net tone +48)
- Food, Menu & Product: 16.3% of Greggs's coverage (theme index 0.54, net tone +50)

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:

- 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.
- 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.

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

### McDonald's

**Menu innovation and expansion kept McDonald’s close to the lead**

McDonald's ranked 2nd of 10 by average monthly share of coverage (26.9%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 1,232 mentions and a net tone of +30.

McDonald’s secured 27.1% of tracked-company mentions across January to September and a 26.9% average monthly share, ranking second on both measures. It ranked first in January, February, June and August, and second in the other five months. January combined the period’s highest share, 37.2%, with the Secret Menu launch, Irish expansion plans, planning disputes and scrutiny of workplace harassment. Its share then fell to 31.3% in February and 23.5% in March, while stories included the Big Arch becoming permanent, strong fourth-quarter trading, a new Darlington distribution centre and seasonal menu launches. April’s 24.5% share accompanied the introduction of 2,500 paid youth work placements, further workplace-culture scrutiny and permanent McCrispy additions. May brought the period’s lowest share, 19%, despite reporting on 7.8% first-quarter UK sales growth, a new marketing chief and several planning decisions. McDonald’s returned to first place at 26.4% in June as coverage included its £1bn expansion plans, Cairnryan planning approval, proposed new restaurants and a World Cup menu. After slipping to second in July, it regained first place with 29% in August alongside the Microsoft gaming menu, Mini Hash Browns’ return and Hawick drive-through approval. September produced the highest volume since January, at 179, although the share eased to 27.6% and the chain ranked second; stories included the World Menu Heist, McHappy Day fundraising, restaurant investment and a new chief restaurant officer. Across the window, the profile broadened from a menu-heavy opening towards a more balanced combination of products, estate development, employment initiatives, community activity and operational leadership.

Key messages:

- McDonald's accounted for 27.1% of tracked-company mentions; its monthly rank was #1-#2 among 10.
- Coverage concentrated on Food, Menu & Product and Openings, Closures & Expansion.
- Visibility peaked in January 2026 at 37.2%, compared with 19% in May 2026.
- January 2026: McDonald’s launched its first official UK Secret Menu, reported by The Grocer.

Leading themes:

- Food, Menu & Product: 36.4% of McDonald's's coverage (theme index 1.6, net tone +50)
- Openings, Closures & Expansion: 26.1% of McDonald's's coverage (theme index 0.91, net tone +31)
- Value, Pricing & Promotions: 11.1% of McDonald's's coverage (theme index 1.75, net tone −10)

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:

- 8 January 2026, dailymail.com: [McDonald's accused of failing to tackle 'harassment' of staff](https://www.dailymail.com/news/article-15445269/McDonalds-reported-watchdog-unions-firm-failing-tackle-harassment-teenage-staff.html). Trade unions have reported McDonald’s to a watchdog, alleging it failed to tackle repeated sexual harassment of mostly teenage staff in UK restaurants. McDonald’s said it was reviewing the information.
- 6 May 2026, sloughobserver.co.uk: [McDonald's UK faces legal threat as Berkshire staff invited to come forward](https://www.sloughobserver.co.uk/news/26081956.mcdonalds-uk-faces-class-action-legal-threat-staff/). McDonald's UK faces a widening legal claim alleging unsafe and inappropriate workplace conditions for young staff, with more than 700 tribunal claims filed. The company previously apologised and said harassment, abuse and discrimination have no place in its restaurants.
- 29 April 2026, heraldseries.co.uk: [McDonald’s customers devastated as ‘best’ menu item being discontinued today](https://www.heraldseries.co.uk/news/26061321.extremely-popular-mcdonalds-menu-item-discontinued/). McDonald's is removing the McGriddle from its UK menu after a limited run. The article reports customer disappointment at the discontinuation.

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

### KFC

**KFC regained third place amid an expanding product agenda**

KFC ranked 3rd of 10 by average monthly share of coverage (12.5%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 568 mentions and a net tone of +34.

KFC ranked third for both average monthly and pooled share from January to September, with 568 mentions representing 12.5% of tracked-company mentions. It ranked third from January through March, slipped to fourth in April and fifth in May, then returned to third from June through September. Early coverage combined competitive scrutiny with investment, as a Sky News taste test placed Wingstop and Dave’s above KFC while reporting KFC’s plans for 500 new shops. The £38m Kwench rollout, the five-million-meal FareShare milestone and a new Dublin flagship gave January a broad product, community and expansion agenda. February added stronger British-chicken sourcing and sales growth, alongside criticism of KFC’s departure from the Better Chicken Commitment. March centred on Pickle Mania and the third phase of the Believe in Chicken advertising platform. During the April-May decline, coverage shifted towards local openings, closures and late-night licensing, alongside the Daredevil Zinger range and the returning Supercharger Sub. June’s return to third place coincided with the Tenders & Dips launch, refreshed branding and restaurant design, a 17-site franchise acquisition and renewed discussion of the 500-restaurant expansion plan. July and August combined street-food and drinks innovation with record quarterly trading, new restaurants and the Shoreditch Coq au Vin pop-up. September produced the period’s highest volume at 81 mentions, but share fell 2.8 points to 12.5% as cohort mentions increased by 198. Stories that month included Gastronomy’s 50th KFC, the Greenwich opening, KFCereal and the Room to Be Me campaign.

Key messages:

- KFC accounted for 12.5% of tracked-company mentions; its monthly rank was #3-#5 among 10.
- Coverage concentrated on Food, Menu & Product and Openings, Closures & Expansion.
- Visibility peaked in June 2026 at 15.3%, compared with 8.6% in May 2026.
- January 2026: KFC announced the £38m nationwide Kwench speciality-drinks rollout after its Manchester pilot — thegrocer.co.uk.

Leading themes:

- Food, Menu & Product: 35.2% of KFC's coverage (theme index 1.4, net tone +70)
- Openings, Closures & Expansion: 26.9% of KFC's coverage (theme index 0.96, net tone +32)
- ESG & Community: 10.7% of KFC's coverage (theme index 2.06, net tone −26)

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:

- 28 July 2026, mirror.co.uk: [Plans to turn old KFC into 'Chicken Empathy Museum' with slaughterhouse exhibits](https://www.mirror.co.uk/news/uk-news/kfc-fleetwood-chicken-empathy-museum-37479821). PETA has proposed converting a vacant former KFC in Fleetwood into a Chicken Empathy Museum focused on poultry welfare and vegan food.
- 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-ytd?entity=kfc&view=deep-dive)
- [KFC PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-ytd/reports/kfc.pdf)

### Burger King

**Expansion funding and menu launches sustained Burger King’s visibility**

Burger King ranked 4th of 10 by average monthly share of coverage (8.8%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 397 mentions and a net tone of +51.

Burger King ranked fourth by both average monthly share and pooled share, accounting for 8.8% and 8.7% respectively of tracked-company mentions from January to September. Its monthly share ranged from 6.2% to 11.8%, with third place in April and fifth place in August marking the clearest departures from fourth or joint fourth place. The profile was anchored by restaurant openings and refurbishments, supplemented by recurring menu launches and value promotions. January coverage combined plans and openings with the Ultimate Philly Cheese range, Slurp-Prize promotion and continued work to revitalise the Whopper. March’s 8.9% share accompanied prominent reporting on the Pringles partnership and Wagyu Wellington launch. April’s rise to 11.8% and third place coincided with £60m of financing, plans for more than 30 openings and over 60 refurbishments, and the Mandalorian and Grogu menu. Coverage narrowed after April, although May retained substantive stories about Burger Buddies, renewable power and the chain’s UK turnaround. Through the summer, local reporting on new and refurbished restaurants sat alongside Pringles Chicken Fries, the Texan BBQ range, family offers and the Decision-Free Drive-Thru. August’s 6.2% share and fifth-place position came despite openings in Carlisle, Gosport and Chorlton and reporting on centralised product and pricing technology. September restored Burger King to fourth place at 8.3%, with the first Banbury restaurant, Crispy Chicken Tenders and app-based Whopper Week and Legends Week offers providing distinct strands of coverage.

Key messages:

- Burger King accounted for 8.7% of tracked-company mentions; its monthly rank was #3-#5 among 10.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- Visibility peaked in April 2026 at 11.8%, compared with 6.2% in August 2026.
- January 2026: Marketing Week examined the six-year strategy to rebuild affinity around the Whopper.

Leading themes:

- Openings, Closures & Expansion: 40.3% of Burger King's coverage (theme index 1.51, net tone +53)
- Food, Menu & Product: 27.7% of Burger King's coverage (theme index 1.05, net tone +84)
- ESG & Community: 8.6% of Burger King's coverage (theme index 1.52, net tone −53)

Notable positive coverage:

- 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.
- 25 March 2026, goodhousekeeping.com: [Burger King team up with Pringles to launch ‘flame grilled’ crisps with a free burger offer](https://www.goodhousekeeping.com/uk/food/a70842062/burger-king-pringles/). Burger King and Pringles will launch limited-edition Bacon Double Cheese XL and Chicken Royale crisp flavours in UK supermarkets. Packs include a buy-one-get-one-free Burger King offer.

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.
- 14 August 2026, bbc.co.uk: [Addenbrooke's Hospital swaps Burger King for jacket potato company](https://www.bbc.co.uk/news/articles/c2352d9e493o). Burger King is closing its Addenbrooke's Hospital outlet in Cambridge as the hospital introduces food outlets it describes as healthier options.
- 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.

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

### Domino's

**Domino's broadens beyond pizza as visibility swings with results**

Domino's ranked 5th of 10 by average monthly share of coverage (6.8%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 305 mentions and a net tone of +40.

Across January to September, Domino's ranked fifth by both its 6.8% average monthly share and its 6.7% pooled share of tracked-company mentions. Its position varied markedly, from tenth in January to joint fourth in March and fourth in August, with an eighth-place interruption in May. Product innovation first expanded the agenda through the nationwide Chick 'N' Dip rollout and the Italiano's premium pizza range. March brought greater scrutiny of the business, as annual results showed lower orders and profit while Nicola Frampton was confirmed as permanent chief executive. April combined first-quarter sales growth with Italiano's, a modular pod-store concept and continued local expansion. After coverage narrowed largely to proposed and forthcoming openings in May, June introduced the £25m Avonmouth supply-chain centre alongside investment analysis and local promotions. July broadened the profile again through the ASA's ban on Cheeky Little Pizza advertising, the 500,000-meal redistribution milestone and garlic-and-herb ice cream. August produced the highest measured share, alongside half-year results reporting sales, order and earnings growth, as well as the Trainline seat-delivery trial and seasonal recruitment. September's lower share accompanied new Honey Chilli Chicken, Biscoff dough balls and Ranch Dip, further expansion plans and attributed market commentary. Overall, Domino's profile moved between product-led consumer stories, corporate performance, infrastructure investment, regulation and local network growth rather than relying on a single recurring subject.

Key messages:

- Domino's accounted for 6.7% of tracked-company mentions; its monthly rank was #4-#10 among 10.
- Coverage concentrated on Trading & Results and Food, Menu & Product.
- Visibility peaked in August 2026 at 11.5%, compared with 2.5% in January 2026.
- February 2026: Chick 'N' Dip rolled out across all UK and Republic of Ireland stores — The Grocer.

Leading themes:

- Trading & Results: 27.2% of Domino's's coverage (theme index 2.75, net tone +31)
- Food, Menu & Product: 22.0% of Domino's's coverage (theme index 0.82, net tone +46)
- Openings, Closures & Expansion: 18.0% of Domino's's coverage (theme index 0.63, net tone +60)

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, 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.
- 9 February 2026, qsrmedia.co.uk: [Domino's goes big on chicken with CHICK 'N' DIP launch](https://qsrmedia.co.uk/menu-innovations/news/dominos-goes-big-chicken-chick-n-dip-launch). Domino's has launched its CHICK 'N' DIP chicken range across the UK after regional trials. The menu offers tenders, wings and boneless bites with nine dips.

Notable negative coverage:

- 25 June 2026, uk.finance.yahoo.com: [JP Morgan starts Domino's Pizza Group at 'underweight', sees 25% downside](https://uk.finance.yahoo.com/news/jp-morgan-starts-dominos-pizza-110300406.html). JP Morgan initiated Domino's Pizza Group coverage with an underweight rating and a target implying around 25% downside, citing structural and execution risks. It said it preferred Greggs as a sector investment.
- 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, qsrmedia.co.uk: [Domino's UK profits shrinks 34.6% in FY2025](https://qsrmedia.co.uk/legal/news/dominos-uk-profits-shrinks-346-in-fy2025). Domino's UK reported a 34.6% fall in statutory profit after tax and a 15% decline in underlying pre-tax profit for FY2025. It said current-year EBITDA remains in line with market expectations and plans store openings at the prior year's level.

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

### Pret a Manger

**Roadside expansion and menu shifts define Pret’s 2026 profile**

Pret a Manger ranked 6th of 10 by average monthly share of coverage (5.7%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 251 mentions and a net tone of +32.

Across January to September, Pret recorded 251 mentions and ranked sixth by both its 5.7% average monthly share and 5.5% pooled share of tracked-company mentions. Visibility was initially modest, falling from sixth place in January to eighth in February before strengthening materially in the spring. January’s Heathrow Terminal 5 plans, winter menu and appointment of Lawrence Heyes established expansion, product and leadership strands that continued through the period. March’s three-site Roadchef partnership and plans for Pret’s first drive-through accompanied a rise to 7.4% and sixth place, while April combined sustained visibility with the jambon beurre shortage, a protein-focused menu and discussion of pricing pressures. May was the high point at 11.6% and third place, with a 15-article story set on the opening of the first drive-through in Warrington forming the largest concentration of coverage. Share then fell to 4.5% and seventh place in June, when reporting shifted towards Pret’s 8% UK sales growth, the end of its US franchise agreement and criticism over delayed chicken-welfare commitments. July recovered to 6.1% and sixth place alongside further motorway openings, a Heathrow flagship, Anita McDonnell’s appointment and a summer menu. August returned Pret to seventh place and September to joint seventh, as welfare protests, accessibility concerns, the £4.99 lunch deal and plans for 100 openings next year broadened the agenda beyond the earlier drive-through story. Taken together, the period presented Pret primarily through estate development and menu activity, with trading, leadership, value and operational scrutiny becoming more prominent after the spring expansion high.

Key messages:

- Pret a Manger accounted for 5.5% of tracked-company mentions; its monthly rank was #3-#8 among 10.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- Visibility peaked in May 2026 at 11.6%, compared with 2.8% in February 2026.
- January 2026: Pret planned its ninth Heathrow shop, a 24-hour Terminal 5 arrivals outlet, reported by QSR Media.

Leading themes:

- Openings, Closures & Expansion: 35.5% of Pret a Manger's coverage (theme index 1.29, net tone +79)
- Food, Menu & Product: 19.1% of Pret a Manger's coverage (theme index 0.71, net tone +10)
- Health, Nutrition & HFSS: 12.4% of Pret a Manger's coverage (theme index 3.32, net tone −26)

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:

- 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.
- 23 July 2026, independent.co.uk: [Customer fury as Pret refuses to reverse 'frankenchicken' broken pledge](https://www.independent.co.uk/news/uk/home-news/pret-frankenchicken-sandwich-social-media-animal-welfare-b3019847.html). Pret a Manger faces customer and campaigner criticism after delaying its commitment to stop using fast-growing chicken breeds from 2026 to 2032. The company says it still meets five of six Better Chicken Commitment standards and has a roadmap for the remaining standard.
- 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.

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

### Nando's

**Expansion, retail launches and policy coverage lift Nando’s mid-year profile**

Nando's ranked 7th of 10 by average monthly share of coverage (4.5%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 200 mentions and a net tone of +48.

Nando’s recorded 200 mentions from January to September, placing seventh on both average monthly and pooled share of tracked-company mentions. Its 4.5% average monthly share was slightly above its 4.4% pooled share because each month carries equal weight in the former measure, while the latter reflects all tracked-company mentions across the window. January opened with Nando’s ninth at 2.7%, alongside Irish profit growth, restaurant expansion and the Nandoca Burger launch. The company moved to joint sixth and 5.2% in February, when articles covered its departure from the Better Chicken Commitment, value offers and new restaurant formats. It then ranked seventh in March and April, with the expansion pipeline followed by the 500th UK and Ireland restaurant opening and the retail launch of Bukayo Saka’s peri-peri sauce. May brought an improvement to sixth despite share easing to 4.8%, as the summer menu, Tom Holland’s BERO listing and supermarket Pastel de Nata attracted coverage. Nando’s reached its strongest position in June, ranking fifth with 8.6%, while stories included its pledge to pass on the children’s-meals VAT cut and approval for its first Scunthorpe restaurant. July returned it to joint seventh at 5.1%, with openings in Swansea, Chorley and Kidderminster accompanied by refurbishment, community-employment and grocery-product stories. August marked the low point at joint ninth and 1.1%, in a narrow agenda comprising temporary restaurant closures and calls for greater supply-chain disclosure. September recovered to 3.1% while remaining ninth, with proposed and forthcoming restaurants, reopened refurbished sites and a limited-edition Halloween menu broadening the agenda again.

Key messages:

- Nando's accounted for 4.4% of tracked-company mentions; its monthly rank was #5-#9 among 10.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- Visibility peaked in June 2026 at 8.6%, compared with 1.1% in August 2026.
- January 2026: Nando’s Chickenland Ireland reported a 64% rise in pre-tax profit to €7.7m, covered by RTÉ.

Leading themes:

- Openings, Closures & Expansion: 38.0% of Nando's's coverage (theme index 1.39, net tone +74)
- Food, Menu & Product: 17.5% of Nando's's coverage (theme index 0.65, net tone +94)
- ESG & Community: 16.5% of Nando's's coverage (theme index 3.05, net tone −73)

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.
- 17 February 2026, retailtimes.co.uk: [Spier unveils new art-led cans in Nando’s UK restaurants](https://retailtimes.co.uk/spier-unveils-new-art-led-cans-in-nandos-uk-restaurants/). Spier has launched redesigned art-led canned wines for Nando's UK restaurants. The cans feature work by South African artists associated with the Spier Arts Trust.

Notable negative coverage:

- 17 August 2026, express.co.uk: ['Thames Water just proved the system is broken - it's the perfect sign'](https://www.express.co.uk/news/uk/2239125/thames-water-chiefs-1m-payment). An opinion article calls on Nando's to publish a poultry-supply-chain audit amid concerns about chicken-farming pollution and water security. It says the chain sells around 30 million chickens annually and should demand stronger environmental standards.
- 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.
- 4 January 2026, mirror.co.uk: [Nando's sparks outrage with shock menu change after dementia warning](https://www.mirror.co.uk/news/uk-news/nandos-sparks-outrage-shock-menu-36495209). Nando's has ended unlimited refills of regular Coca-Cola in response to government restrictions on free refills of sugar-sweetened drinks. Diners criticised the change online.

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

### Wagamama

**Travel-hub expansion anchored Wagamama’s uneven year-to-date visibility**

Wagamama ranked 8th of 10 by average monthly share of coverage (3.2%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 141 mentions and a net tone of +49.

Across January to September, Wagamama recorded 141 mentions and an eighth-ranked 3.1% pooled share of tracked-company mentions. Its 3.2% average monthly share also ranked eighth, showing little difference between the pooled and equally weighted monthly views. Visibility was nevertheless volatile, ranging from joint sixth place in February and sixth in August to tenth in May and September. January established a broad agenda spanning planned UK and franchise openings, Claire Farrant’s appointment as chief marketing officer, possible price rises and the Veganuary menu. February’s rise to 5.2% coincided with the second Belfast restaurant announcement and continued regional expansion plans. The subsequent contraction through March and April accompanied a narrower set of developments, including the Poole site, a new consumer communications brief and the Uber Eats partnership. May was the lowest-volume month, despite the launch of 26 menu additions, a Coventry planning appeal decision and reporting on the switch to Scottish farmed salmon. Visibility recovered in June and July alongside the Heathrow grab-and-go format, the Buldak collaboration, planned motorway restaurants and the sale of the concessions division to Areas. August produced the highest share, at 5.8%, as further airport and regional sites were announced, and Wagamama became Hyrox’s UK and Ireland restaurant partner. September then fell to 1.2% and tenth place, although the month included the Beaconsfield motorway debut.

Key messages:

- Wagamama accounted for 3.1% of tracked-company mentions; its monthly rank was #6-#10 among 10.
- Coverage concentrated on Openings, Closures & Expansion and Food, Menu & Product.
- Visibility peaked in August 2026 at 5.8%, compared with 1.2% in September 2026.
- January 2026: plans for six UK corporate sites and eight to 12 franchise sites in 2026, reported by MCA Insight.

Leading themes:

- Openings, Closures & Expansion: 47.5% of Wagamama's coverage (theme index 1.74, net tone +90)
- Food, Menu & Product: 15.6% of Wagamama's coverage (theme index 0.58, net tone +59)
- ESG & Community: 12.8% of Wagamama's coverage (theme index 2.25, net tone −72)

Notable positive coverage:

- 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.
- 2 April 2026, thegrocer.co.uk: [Wagamama partners with Uber Eats in first new delivery tie-up ...](https://www.thegrocer.co.uk/news/wagamama-partners-with-uber-eats-in-first-new-delivery-tie-up-since-2016/717276.article). 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.
- 26 May 2026, thegrocer.co.uk: [Wagamama launches 26 new dishes with 'reimagined' on-the-go lunch menu](https://www.thegrocer.co.uk/news/wagamama-launches-26-new-dishes-with-reimagined-on-the-go-lunch-menu/719328.article). Wagamama is launching 26 dishes and drinks, including portable wraps and lunchboxes, from 17 June. The menu expansion also adds seasonal and gluten-free options.

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

### Subway

**Menu launches, local scrutiny and new rivalry shaped Subway’s January–September**

Subway ranked 9th of 10 by average monthly share of coverage (2.6%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 121 mentions and a net tone of +31.

Subway accounted for 2.7% of tracked-company mentions from January to September, ranking ninth by both pooled share and its 2.6% average monthly share. Its strongest monthly position came in January, when a 3.8% share and fifth place accompanied reporting on the Smashed Falafel trial, Fresh Forward 2.0 concession design and local hygiene and closure issues. February’s fall to 2.6% and ninth place coincided with the gold Baguette Ring giveaway, Kids Eat Free promotion, new and proposed restaurants, hygiene scrutiny and an MCA assessment that the chain had lost ground in the quick-service market. Menu innovation and expansion then became more prominent, including the nationwide Shawarma Spiced Chicken and Smashed Falafel launch, new restaurants and April’s free grilled-chicken activation outside McDonald’s. Subway improved to seventh place and 3.3% in May, although much of that month’s health and nutrition coverage consisted of contextual references within reporting on sandwich salt levels rather than developments at the chain. June’s 2.3% share and ninth place came alongside reporting on the BBQ Pulled Pork and plant-based range, new cookies and the festival-themed Sleeping Bag-uette. Visibility weakened further in July and August, when local hygiene enforcement, new and returning branches and Slimming World’s recognition of Subway’s wholegrain roll formed a smaller news agenda. September brought a recovery to 3.2% and joint seventh place, with coverage spanning the autumn chilli and loaded-sides menu, Spudway promotional clothing, local openings and closures, hygiene findings and Jersey Mike’s planned UK entry. Across the period, product launches supplied the most consistent company-led strand, while estate news, promotional activations and recurring branch-level hygiene cases repeatedly widened the profile. The result was an earned-media presence that moved between nationally relevant menu activity and fragmented local reporting, without sustaining January’s competitive standing.

Key messages:

- Subway accounted for 2.7% of tracked-company mentions; its monthly rank was #5-#10 among 10.
- Coverage concentrated on Food, Menu & Product and Openings, Closures & Expansion.
- Visibility peaked in January 2026 at 3.8%, compared with 1.1% in August 2026.
- January 2026: Subway’s Smashed Falafel trial and Breaded Chicken Sub launch — The Grocer.

Leading themes:

- Food, Menu & Product: 37.2% of Subway's coverage (theme index 1.43, net tone +53)
- Openings, Closures & Expansion: 21.5% of Subway's coverage (theme index 0.77, net tone +31)
- Policy & Regulation: 13.2% of Subway's coverage (theme index 3.05, net tone −69)

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:

- 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.
- 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.

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

### Five Guys

**Loyalty gains give way to September pay scrutiny**

Five Guys ranked 10th of 10 by average monthly share of coverage (2.0%) in the UK Fast Food & QSR benchmark for 2026 year to date, with 97 mentions and a net tone of +21.

Five Guys recorded 97 mentions from January to September, with visibility shaped by distinct product, value, estate and workforce stories. Its 2.0% average monthly share ranked tenth, while its 2.1% share of tracked-company mentions across the full window also ranked tenth. Monthly performance was more variable, ranging from tenth place in four months to sixth in September. Early coverage combined the lettuce-wrapped burger and low-carb meal deal with the opening of the chain’s seventh UK drive-through at Winnersh. The agenda broadened in March through the Jimmy’s Iced Coffee shake launch and the closure of the Duncan Street restaurant in Leeds. April’s smaller coverage base included reporting that the European arm’s pre-tax loss had widened to £36.7m in 2024. May returned value to the foreground through the Rewards programme, while Spin’s expanded social-media remit added a marketing-business strand. The summer mix combined plans for Manchester Fort, the Big Kids Combo, National Burger Day rewards and the introduction of Hawkstone Cider. September produced the period’s highest share and rank as extensive reporting covered the government’s finding that Five Guys had underpaid 3,699 workers by more than £54,000; the chain said the issue reflected technical differences in applying payroll regulations and that repayments had been made. The resulting profile was commercially varied for much of the window but became heavily concentrated on workforce compliance at the close of the period.

Key messages:

- Five Guys accounted for 2.1% of tracked-company mentions; its monthly rank was #6-#10 among 10.
- Coverage concentrated on Food, Menu & Product and Workforce & Pay.
- Visibility peaked in September 2026 at 4.5%, compared with 0.6% in February 2026.
- January 2026: the sub-250-calorie lettuce-wrapped burger was assessed by a nutrition expert in the Daily Mail.

Leading themes:

- Food, Menu & Product: 24.7% of Five Guys's coverage (theme index 0.94, net tone +58)
- Workforce & Pay: 23.7% of Five Guys's coverage (theme index 6.9, net tone −100)
- Openings, Closures & Expansion: 21.6% of Five Guys's coverage (theme index 0.77, net tone +43)

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:

- 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-ytd?entity=fiveguys&view=deep-dive)
- [Five Guys PDF report](https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-ytd/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 – 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)
- [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", 2026 year to date (1 January 2026–30 September 2026), published 4 October 2026. https://www.omniscan.ai/benchmarks/uk-fast-food-qsr-2026-ytd