Fast food restaurant franchises are targeting Britain’s middle classes. It may surprise you to learn that the middle classes are rapidly becoming Britain’s largest consumers of takeaways and other fast foods. Increasingly busy lifestyles mean that hungry business people and other professionals are chomping their way through more pizzas, quarterpounder burgers, curries, kebabs and chips than manual labourers, shop workers and bus drivers. If you have been working hard all day, returning home at 8pm after a long commute totally shattered, phoning for a takeaway is a very tempting option.
For many people, cooking is a chore, especially in households where both partners work long hours. Anyone who works full-time will understand that planning and preparing fresh lunches and dinners seven days a week, 365 days a year, is often simply impossible. In addition, the traditionally affluent middle classes are feeling the financial pinch in these difficult economic times and fast food restaurant franchises offer cheap, tasty, value for money food, which is often less expensive than making your own meals from scratch.