Shifting priorities and mounting economic pressure are reshaping competition across the category, forcing brands to rethink where and how they earn attention, says the partnership.

Early findings from the 2026 Fast Food and QSR Report, produced by Rogerwilco in partnership with YOUKNOW Technologies and Eighty20, aim to show that online mentions of the sector increased by 16% between May 2025 and April 2026, with 6% more people joining the discussion.

Now in its second year, the report combines Brandwatch social listening analysis, share-of-search insights from Rogerwilco's WOLF platform and consumer behaviour data from Eighty20's MAPS dataset, to provide a comprehensive view of how South Africans discover, discuss and choose where to buy fast food, says the partnership.

Chicken brands still rule the roost, dominating both digital attention and consumer purchasing. Chicken Licken overtook KFC to become South Africa's most-mentioned fast-food brand online, while Hungry Lion also made the top five most-discussed brands, adds the partnership.

But social visibility does not always translate into search intent. Chicken Licken accounted for just 2% of organic search visibility, compared with KFC's combined 14%. A brand can win the conversation without winning the click, says the partnership.

Pedros, meanwhile, emerged as the category's clearest digital challenger. The brand recorded a 68% increase in online mentions, the strongest growth of any fast-food brand analysed, showing how humour, cultural relevance and value can earn attention in a conversation historically dominated by bigger players, adds the partnership.

Search behaviour also reveals how control of consumer discovery is shifting. Uber Eats and Mr D together account for approximately 14% of category search demand, underscoring how delivery platforms, rather than brand-owned channels alone, have become important gateways through which South Africans find their next meal, says the partnership.

This competition for attention and discovery is playing out against a backdrop of tighter household budgets. The number of consumers who reported making no fast-food purchase in the previous four weeks rose from 3-million in 2023 to 5.5-million in 2025, indicating that spending is becoming more deliberate, adds the partnership.

At the same time, consumers are switching brands, and even proteins, in pursuit of better value. Pedros' self-reported customer base grew from 1.1-million in 2023 to 2.5-million in 2025, while Steers and McDonald's each recorded declines of more than 20%, says the partnership.

To unpack these insights, Rogerwilco will host a free live webinar on Wednesday, 29 July at 10:00, aimed at bringing together leading voices from strategy, data, marketing and the QSR industry.

According to the partnership, webinar speakers include:

  • Mongezi Mtati, Senior Brand Strategist at Rogerwilco
  • Shaun Pearson, Product Owner of Social Tech at YOUKNOW Technologies
  • Andrew Fulton, Director of Eighty20
  • Jenifer Hole, Chief Marketing Officer of Col'Cacchio, and
  • Kagiso "Freedom" Sebediela, Founder and CEO of Freedom Hospitality Group.

The panel will explore why attention, search and purchasing behaviour are increasingly diverging, what is driving the rise of value-led challenger brands and how marketers can respond in a more competitive, more selective market, says the partnership.

This session is designed for marketers, brand leaders and QSR professionals looking to:

  • understand why the brands South Africans talk about are not always the brands they search for or buy
  • identify how digital visibility, search intent and consumer sentiment influence brand performance, and
  • gain practical insights to sharpen marketing strategies in an increasingly competitive, value-conscious market.

Individuals can register for free here.

For more information, visit www.rogerwilco.co.za. You can also follow Rogerwilco on Facebook, LinkedIn, or on X. 

*Image courtesy of contributor