More than half, or 55 percent of the Australian population visited a fast food outlet at least once in an average four week period last year, and McDonald’s was the chain of choice. 

According to a report released by Roy Morgan, the global burger business was visited by 29.5 percent of the population.

It was also found to have the highest customer return rate, with Australians visiting the chain 2.7 times in an average four week period.

“The supremacy of McDonald’s in terms of total customers and average visitation rate isn’t especially surprising,” said Warren Reid, the group account manager – consumer products at Roy Morgan Research.

“Not only is its menu is extremely affordable, but many of its 900-plus Australian restaurants offer drive-through, extended opening hours and/or playgrounds for the kids. In today’s time-poor society, such ease and convenience is a real drawcard.”

While KFC was visited by 19.9 percent of the population, it received just 1.9 customer visits over the same period.

Compare this with Subway, which was visited by 17 percent of Australians and received 2.3 visits per customer in an average four weeks.

Hungry Jack’s came in at fourth place, accounting for 13.1 percent of visits, meanwhile Domino’s was the fast food chain of choice among 9.2 percent of the population.

Australia’s most popular – and most visited – fast food restaurants

Source: Roy Morgan Single Source (Aust), January 2013 – December 2013, n= 18,576. Base: Australians 14+

When it comes to brand loyalty among the fast food industry, the report uncovered McDonald’s customers are the most faithful. 

“Ironically, it’s the very convenience of so many fast food restaurants that means customers don’t stay absolutely loyal to one particular chain,” said Reid.

“Of all the fast food chains in the top 10, McDonalds’ customers are the least likely to have visited competitor chains while at the opposite end of the spectrum, Oporto customers have visited more fast food outlets than any other chain’s customers in an average four weeks.”

Reid added reports of this nature enable fast food chains to better identify their key customer base and develop its marketing campaigns accordingly.

“The ability to identify these high-frequency customers allows a fast-food chain to target and refine its marketing campaigns more effectively, with the aim of instilling brand loyalty in this extremely competitive industry.”