According to new market research, the proportion of Australians who visited McDonald’s at least once a month has gone down slightly to 29.5% from 31% in 2012, suggesting that Generation X and Baby Boomers might also be losing interest in the traditional fast-food joint.
Trade at rival Hungry Jacks has remained steady, though it has seen a pronounced decline among Generation Y customers and uptake among Gen Z-ers, the report, by Roy Morgan Research, revealed.
![Percentage-of-each-generation-who-visit-burger-chains-in-an-average-month-2012-v-2016.png](https://www.foodnavigator-asia.com/resizer/v2/SMVM24V7XZI3TAYBSJPKXHSSUM.png?auth=60e347bebb117628b2a9c1e453dd4bced20f30c61e4f87514836407e4fd53e26&width=576&height=141&smart=true)
Meanwhile, the proportion of Generation Y diners who visit more niche and artisanal hamburger outlets each month has grown from 4.7% to 6.4%.
KFC rules the roost for fast-food chicken, though the proportion of Australians visiting the chain at least once a month slipped slightly. Like McDonalds, its popularity is strongest with Generations Y and Z. And though there has been a decrease among Generation Y visitors to KFC since 2012, Gen Z are more likely to go there now than they were four years ago.
The smaller, more epicurean chicken chains Nando’s and Oporto were visited by 3.4% and 2.6% of Australians respectively in an average month. Once again, Generations Y and Z far outstripped their elders at these smaller players, but their numbers have mainly declined since 2012. Unlike burger restaurants, there is no obvious shift towards niche hot chicken joints.
![Percentage-of-each-generation-who-visit-hot-chicken-chains-in-an-average-month-2012-v-2016.png](https://www.foodnavigator-asia.com/resizer/v2/MUSITMLGWZPMBBWCI47PWUYKLY.png?auth=2f8f57931c0769dc2f27eddebab51f241823c76588674ad8bca95d18c1af6eee&width=576&height=141&smart=true)
The rise of Domino’s Pizza is the key theme when it comes to the pizza segment. Despite its mainstream status, Domino’s continues to draw the younger generations, with Gen Y up from 13.5% to 15.5%, and Gen Z up from 14% to 18.5%, a growth also seen across other generations.
Meanwhile, Crust Pizza and Pizza Capers, both much smaller and known for focusing on a much more foodie-orientated product, have gained Generation Z customers over the past four years. The latter has also experienced a boost in Gen Y visitation, but at this stage, the figures pose no threat to the big guys.
“As Australia’s foodie culture grows the fast-food industry is obviously going to be affected. And the much-reported trend among Millennials—a group which spans approximately the first half of Generation Z and the second half of Generation Y—for hipster culinary experiences cannot be ignored,” said Norman Morris of Roy Morgan Research.
![Percentage-of-each-generation-who-visit-pizza-chains-in-an-average-month-2012-v.-2016.png](https://www.foodnavigator-asia.com/resizer/v2/KSOQJMDGD5P4TEGQUEBG7ALDZM.png?auth=ae1a8cffdd1213ddc0da30cbdc251e01026db630b8d1810a34cd9b671b37e7f5&width=576&height=143&smart=true)
McDonald’s, for example, is actively addressing this, even opening an almost unbranded café (The Corner) in Sydney to try out potential hipster-friendly menu items before rolling them out in their stores.
“It’s also worth noting that Generations Y and Z are showing a growing penchant for Mexican fast food, and we will be monitoring visitation of relative newcomers such as Guzman y Gomez and Mad Mex in coming months,” Morris added.