Q4 2023 Dining & Restaurants Leaders in the UK: McDonald’s, Domino’s Pizza, and OpenTable

Introduction

In the dynamic world of dining and restaurants, three brands have stood out in the UK during Q4 2023: McDonald's, Domino's Pizza, and OpenTable. These brands have demonstrated impressive digital engagement across websites and apps. Thanks to Sensor Tower's comprehensive data, we can dive into the trends and performance of these industry leaders from Q3 to Q4 2023.

McDonald's

McDonald's continues to be a powerhouse in the dining sector, leveraging both its website and the McDonald's app to maintain its dominance.

• Audience Trends: The website, mcdonalds.com, experienced a decline from 9.1M visits in July to 6.5M in December. Despite this, the monthly true audience remained robust, exceeding 10M consistently throughout Q4.

• App Engagement: The app showed substantial growth, with monthly active users peaking at over 10M in October before stabilizing around 9.4M in December, indicating strong mobile engagement.

• Ad Spend & Channels: McDonald's monthly ad spend fluctuated, with a notable dip in November to under $1.7M. Facebook and Instagram were dominant channels, delivering the majority of monthly impressions.

Domino's Pizza

Domino's Pizza has maintained a strong digital presence through its website and the Domino's Pizza - Food Delivery app.

• Audience Trends: The website, dominos.com, displayed a stable visit pattern, hovering around 10M visits monthly in Q4. The monthly true audience remained above 3.6M throughout the quarter.

• App Engagement: The app maintained a consistent user base, with monthly active users peaking at over 3M in December, showcasing steady app engagement.

• Ad Spend & Channels: Advertising spend increased significantly, reaching over $5M in December. Facebook was a key channel, delivering the highest number of monthly impressions.

OpenTable

OpenTable, a leader in restaurant reservations, has shown impressive growth via its website and the OpenTable app.

• Audience Trends: The website, opentable.com, experienced a notable rise in visits, from 8.7M in September to over 10M in December. The monthly true audience expanded significantly, reaching nearly 3M by December.

• App Engagement: The app's monthly active users grew steadily, climbing from 342K in October to 365K in December, reflecting increased mobile usage.

• Ad Spend & Channels: Monthly ad spend surged in December to over $1M, with Instagram and YouTube being critical channels for impressions.

Conclusion

The UK dining and restaurant sector in Q4 2023 was marked by robust digital engagement from McDonald's, Domino's Pizza, and OpenTable. Sensor Tower's unmatched data insights have provided a clear picture of these brands' cross-platform performance, highlighting significant trends and engagement strategies. With Sensor Tower's unique capabilities, businesses can gain a comprehensive understanding of digital behavior across web and mobile platforms.