McDonald’s UK delivered a strong Q1 2026, with sales rising 7.8% year-over-year. The company credits new menu additions, including the McGriddle, the Secret Menu, and the Big Arch. Consumer Edge UK transaction data suggests something broader is happening.
Quick service hamburger is gaining share of limited service dining across all age groups.
Younger Consumers Are Driving the Shift
The share gains are widest among younger consumers. In February 2026, hamburger’s share of limited service spending grew by 9.9 percentage points among 25–34 year-olds and 7.4 points among 18–24 year-olds year-over-year, the largest gains of any age group.
Limited service dining has been under pressure with declining spend over the last two years. Quick service hamburger has bucked that trend, posting positive YoY spend growth in Q42025 and Q1 2026.
Hamburger Bucks the Limited-Service Slowdown
The divergence points to a value story. As consumers navigate ongoing macroeconomic pressure, quick service hamburger appears to be holding up as a perceived value destination within an otherwise softening dining landscape.
