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New report unpacks the digital signals shaping the fast food market
Issued by: YOUKNOW Technologies in collaboration with Rogerwilco and MoyaApp
The 2025 South African Fast Food & QSR Digital Trends Report is here, the most in-depth, signal-based analysis of the country’s fast food and quick service restaurant (QSR) sector to date.
This industry-first collaboration brings together:
- Rogerwilco’s award-winning digital analytics,
- YOUKNOW Technologies’ advanced social sentiment expertise, and
- MoyaApp’s unique access to mass-market consumer data.
The result? A multi-dimensional view of how South Africans choose where, and why, they eat fast food, revealing not just what’s trending, but what’s truly driving today’s digital-first, value-seeking consumer.
“In a market where value, trust and context now matter more than noise or sheer reach, marketing teams must tightly align digital presence, influencer activity and product innovation with real consumer intent,” says Mongezi Mtati, Senior Brand Strategist at Rogerwilco.
Key Findings
Share of search leads the way
Share of search is becoming one of the most reliable leading indicators of market share. In a sector built on habitual, instant decisions, it’s a strong predictor of which brand wins the sale. KFC and McDonald’s lead with almost 11% of total search share each, yet over a third of consumer attention is shifting to alternate brands and aggregator apps, a clear opportunity and warning for incumbents.
Social sentiment slows, expectations rise
Online mentions of fast food brands dropped 32% year-on-year, as consumers become more selective about sharing experiences. Using Brandwatch for sentiment analysis, the top drivers of brand favourability emerged as trust, speed, and value, while poor service and safety concerns dominated negative sentiment.
“Consumers are talking less, but expecting more,” says Shaun Pearson, Product Owner at YOUKNOW Technologies. “They want to feel heard, respected, and served with consistency. Brands that lean into value and authenticity will win.”
‘Near me’ searches and aggregators reshape competition
More than 90% of searches now include “near me”, underscoring the importance of proximity. Aggregator apps intercept these high-intent searches, making digital ordering visibility a competitive priority.
Mass-market consumers drive disruption
Data from 3,500+ households earning under R10,000 a month via MoyaApp shows value combos between R50–R100 and local flavour dominate. While KFC tops actual purchases, township favourites like shisanyama and kota retain strong loyalty — proof of the power of cultural relevance.
“In South Africa’s fast food economy, it’s mass-market consumers who are setting the pace,” says Donald Mokgale, Managing Director at MoyaApp. “Their decisions reflect deep-rooted preferences for flavour, reliability, and dignity — and they’re increasingly digital, deliberate and discerning.”
Women as the decision-makers
Mothers and caregivers emerge as key household decision-makers, prioritising dignity and value over just price. Brands delivering taste, reliability, and respect will earn long-term loyalty.
Why This Matters for Marketers
This research signals a fundamental shift: visibility alone won’t cut it. Brands must be relevant, reliable, and responsive to evolving digital and cultural touchpoints.
“This report empowers fast food and QSR brand leads to target, message, and activate audiences at the moment of purchase — not just during awareness,” adds Mtati.
The findings highlight the impact of integrated data intelligence. By blending search trends, authentic consumer voices, and advanced social listening, marketers can see exactly what South Africans want now, and where the market is heading.
For marketers, the takeaway is clear: Loud campaigns aren’t enough. To stay top of mind and top of wallet, fast food brands must be discoverable, dependable, and deeply connected to the communities they serve.
Read the full report: Click here to access the report
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