Leading Dining & Restaurant Brands in GB: McDonald's, Domino's Pizza, and KFC in Q4 2023

Introduction

In the competitive landscape of the Dining & Restaurants category in Great Britain, Q4 2023 witnessed significant digital engagement from leading brands such as McDonald's, Domino's Pizza, and KFC. With comprehensive data provided by Sensor Tower, we delve into the performance and trends of these brands across their websites, apps, and advertising efforts.

Sensor Tower's unique capabilities in cross-referencing web, app, and advertising data provide unparalleled insights into user behavior across platforms. Our Web Insights, App Performance Insights, and Pathmatics offerings are essential tools for understanding these dynamics.

McDonald's

McDonald's digital presence is anchored by its website, mcdonalds.com, and the McDonald's app.

• Audience Trends: From Q3 to Q4 2023, the website saw visits stabilize around 7.5M in October and November before dipping to approximately 6.2M in December. The monthly deduplicated audience remained above 10M throughout the quarter, peaking in October at over 11.8M.

• App Engagement: Monthly active users on the app showed growth from 2.7M in July to nearly 3.3M in October, before decreasing to 2.8M by December, reflecting a strong mobile user base.

• Ad Spend & Channels: Monthly advertising spend was significant, peaking in October at over $3.7M. Platforms like Facebook and Instagram dominated ad impressions, with Facebook consistently providing over 100M impressions monthly.

Domino's Pizza

Domino's Pizza's digital strategy includes dominos.com and the Domino's Pizza - Food Delivery app.

• Audience Trends: The website experienced a steady stream of visits, maintaining around 9.6M to 10.5M monthly visits throughout Q4 2023. The monthly deduplicated audience hovered around 3.8M, indicating consistent engagement.

• App Engagement: The app's monthly active user base showed a slight decline, starting at 1.3M in July and stabilizing around 1.2M by December, indicating a preference for web interactions.

• Ad Spend & Channels: Domino's significantly increased monthly ad spending in December, reaching around $5M. Facebook was a key channel, driving over 300M impressions in that month alone.

KFC

KFC's online presence is marked by its website, kfc.com, and the KFC app.

• Audience Trends: Website visits fluctuated, peaking at 3.5M in November. The monthly deduplicated audience remained around 2.4M, highlighting stable user interest.

• App Engagement: The app saw a gradual increase in monthly active users, rising from 880K in July to over 930K by December, reflecting a growing mobile engagement.

• Ad Spend & Channels: KFC's monthly ad spending was consistent, averaging around $1.2M. Instagram and Facebook were prominent channels, each contributing significantly to the overall impressions.

Conclusion

The Q4 2023 data underscores the dynamic engagement across McDonald's, Domino's Pizza, and KFC's digital platforms. Sensor Tower's comprehensive data offerings enable brands to understand and leverage these insights, fostering strategic growth in a competitive market.

For more detailed insights and analysis, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics products.

By utilizing these tools, decision-makers can access the strategic advantages needed to navigate and thrive in the ever-evolving digital landscape.