South Africa’s fast-food landscape is undergoing a noticeable transformation as consumers cut back on dining frequency and increasingly favour more affordable meal options.
New research from consumer analytics firm Eighty20 shows that fewer South Africans are visiting fast-food outlets regularly, with burger-focused brands facing mounting pressure while chicken chains continue to gain market share.
The findings suggest that consumers are not abandoning fast food altogether. Instead, they are becoming more selective about where they spend their money amid ongoing economic pressures and rising food costs.
According to Eighty20 Director Andrew Fulton, affordability has become a key factor influencing purchasing decisions, with many consumers opting for chicken products over beef-based meals.
Brands such as Hungry Lion, Pedros and Nando’s have benefited from this shift, while traditional burger chains including McDonald’s, Wimpy and Steers have experienced weaker performance.
Rising beef prices reshape consumer choices
One of the biggest drivers behind the changing market is the sharp increase in beef prices over the past year.
South Africa experienced a significant spike in beef inflation during 2025, with prices increasing by nearly 30% year-on-year during the middle months of the year.
The situation was worsened by one of the country’s most severe outbreaks of foot-and-mouth disease in decades, affecting cattle herds across all nine provinces.
The disease not only reduced livestock numbers but also led to quarantine restrictions on healthy animals, further tightening supply and pushing prices higher.
As a result, the cost of producing beef-based meals increased substantially for both households and restaurant operators.
The impact is evident in menu prices. Using McDonald’s Big Mac as an example, the burger’s price reportedly rose from around R55 in May 2025 to R70.90 by May 2026, representing an increase of nearly 30%.
Consumers have responded by seeking more affordable alternatives, particularly chicken-based meals, which are generally perceived as offering better value for money.
KFC remains South Africa’s dominant fast-food brand
Data from the Marketing Research Foundation’s MAPS survey, which interviewed approximately 20,000 South Africans nationwide, indicates that fast-food consumption habits are evolving.
While the number of people eating out has remained relatively stable, the frequency of visits has declined. More respondents reported not visiting any fast-food outlet during the previous four weeks compared with earlier survey periods.
The trend is also reflected in corporate earnings reports.
Spur Corporation recently reported higher sales but only modest growth in customer numbers, suggesting that revenue growth is being driven largely by price increases rather than increased traffic.
Similarly, Famous Brands said customers continue to dine out but are increasingly choosing smaller and lower-cost menu items.
The company has responded by expanding smaller-format restaurants and drive-thru operations designed to offer convenience and affordability.
Health considerations may also be contributing to changing eating habits. Separate BrandMapp research found that millions of South Africans are considering reducing their meat consumption, with some planning to adopt vegetarian or vegan lifestyles.
Despite these changes, KFC remains the country’s most dominant fast-food brand.
According to Eighty20, one in four South Africans visited KFC during the previous month, a customer base larger than the combined total of several other leading fast-food chains.
As food inflation and economic pressures continue to influence spending decisions, industry observers expect value-focused and chicken-based brands to remain among the strongest performers in South Africa’s competitive fast-food sector.
Source: Eighty20, MRF MAPS Survey and BrandMapp