Australia’s fast food wars: Clear winner crowned in takeaway battleground
Updated . First published at
Macca’s reigns supreme as Australia’s favourite fast-food fix, narrowly edging out its nearest rival KFC, according to new research released by Roy Morgan.
While McDonald’s has won the broader fast-food war, KFC remains the undisputed champion in Australia’s rapidly growing quick-service chicken battle.
Macca’s reigns supreme as Australia’s favourite fast-food fix, closely followed by KFC. NurPhoto via Getty Images
“The most popular fast-food restaurants have remained unchanged in recent years with McDonalds (11.3 million customers) and KFC (10.3 million customers) far and away the two most popular fast-food outlets reaching 48.7 per cent (McDonalds) and 44.4 per cent (KFC) of the population in a given six-month period,” explained Michele Levine, CEO of Roy Morgan.
“Important for these outlets is attracting repeat customers who may return multiple times over a short period. The data shows that over a quarter of Australians, 6.4 million customers (27.5 per cent), eat 5-plus times from quick service restaurants in an average four weeks, or at least once a week.
“There is considerable scope for quick service restaurants who can identify who these people are and find ways to increase engagement to add value to their offering through customer loyalty programs that reward frequent visits.”
Roy Morgan’s latest Australian fast food industry data. Roy Morgan
The battle of the fast-food giants
McDonald’s has certainly mastered the art of winning over repeat customers thanks to a steady stream of new products, including the recent return of its Cheesy Range from August 19, featuring mozzarella sticks.
This came just weeks after KFC wrapped up a remarkably similar promotion that also highlighted mozzarella sticks.
Over the past 12 months, Australia’s top two fast-food outlets have ramped up the competition with duelling promotions.
Earlier this year, both chains announced new drinks ranges aimed at attracting younger customers.
KFC is even challenging McDonald’s long-standing breakfast dominance by rolling out a Morning Menu, following a successful trial at Sydney Airport.
The top 10 fast-food rankings
Hungry Jack’s secured third place, holding strong with its own breakfast menu, expanded chicken options, drinks, and desserts.
Domino’s Pizza followed in fourth place, holding a clear victory in the takeaway pizza wars, while Subway landed in fifth place. Guzman y Gomez (GYG) took sixth, having brushed off the dust of its American failure to focus heavily on local growth Down Under.
Rounding out the top ten favourite outlets were Red Rooster in seventh place, Grill’d in eighth, Pizza Hut landing in ninth, and Oporto finishing in tenth spot.
Hungry Jack’s secured third place. Getty
Pizza Wars and drive-thru expansion
Domino’s Pizza attracted almost three times as many customers as Pizza Hut. Domino’s recently announced the closure of some low-performing locations across the country, shifting its focus toward value for money rather than “hard discounting”.
Both Domino’s and Pizza Hut have relied on constant innovation to stay relevant in Australia’s increasingly crowded market. Retail expert Gary Mortimer previously explained:
“It does show how vitally important it is, not just for pizza but for any business, to constantly innovate and not stay static.”
Meanwhile, Subway’s strong result comes as the sandwich franchise continues rolling out drive-thru locations nationwide, opening its 38th drive-thru location in Smithfield, Far North Queensland, this month.
Domino’s Pizza attracted almost three times as many customers as Pizza Hut. iStock Editorial
Subway’s strong result comes as the sandwich franchise continues rolling out drive-thru locations nationwide. Subway Australia
Cost of living and demographic trends
Despite the ongoing cost-of-living crisis – or perhaps because of it – fast-food sales in Australia have increased by 6.7 per cent since 2021–2022.
The research revealed that a staggering 19.2 million Aussies (82.5 per cent of the population aged 14 and over) ate takeaway food – including options from local fish and chip shops or pizza outlets – in the 12 months to June 2026.
Millennials (born between 1980 and 1995) are the biggest fast-food customers, favouring McDonald’s, KFC, and Hungry Jack’s.
Australians love their takeaway, despite the cost of living crisis, or perhaps because of it. Getty
Millennials (born between 1980 and 1995) are the biggest fast-food customers. McDonald's
They are closely followed by Generation Z (born 1997 to 2012).
Meanwhile, McDonald’s remains the leading choice for Generation X (born 1965 to 1980), Baby Boomers (born 1946 to 1964), and older generations.
Overall, Australians make an average of 3.8 visits to quick-service restaurants in an average four-week period, up slightly from 3.7 times a year ago.
