42 pages, May 2017
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All foodservice categories were not equal in terms of the negative impact of the Brussels terrorist attacks in 2016. Full-service restaurants outlets, which tend to be busiest at dinner time, were worst affected as the fear of further attacks discouraged many consumers from going out in the Belgian capital during the spring and summer. Fast food outlets however tend to be busiest at lunch time, and therefore were not as badly affected. 2016 also saw fast food benefit from an improved performance by bakery products fast food, the largest of the main categories in value terms with an overall share of 39%. This improvement was driven by a wave of new outlet openings by chains such as Panos, Délifrance, Le Pain Quotidien and Paul. However, independent bakery products fast food remained highly saturated in terms of outlet numbers.
With independents accounting for 34% of total current value sales, fast food was much less fragmented than other foodservice categories in Belgium in 2016. Quick remained the leading brand overall in the category at GBN level with a value share of 18%, and maintained a slightly larger number of outlets than McDonald’s, the second leading player in value terms. However, the Belgian chain saw current value sales decline by 2% in both 2015 and 2016. This was mainly due to falling traffic in its city centre outlets and renewed competition from its main competitor, McDonald’s.
Fast food in Belgium looks set to see the entry of more chains, particularly multinationals, during the early part of the forecast period. Following the acquisition of Quick by Restaurant Brands International in 2016, the Belgian chain is likely to be progressively replaced by Burger King, which is due to open its first outlet in the country in the summer of 2017. KFC may also attempt to establish a foothold in Belgium in 2017, as might Papa John’s, which entered the pizza fast food category in France in 2016. The forecast period will also see the further expansion of established chains such as Le Pain Quotidien, Subway and Paul, which have ambitious plans to continue opening new outlets in Belgium until at least 2020.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Belgium with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Fast Food industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Consumer Foodservice market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.