Country Report

Fast Food in Belgium

Oct 2014 | Pages: 38

Price: US$900

About this Report

Executive Summary

TRENDS

The performance of fast food remained strong in 2013. Players in this channel remained innovative and tended to upgrade, notably by proposing more sophisticated, balanced or complete menus – more gastronomic, naturally healthy (or positioned as such) or all-in-one offerings. Nonetheless, the performance was not as good as expectations. This cannot be entirely attributed to the new economic slowdown in Belgium, as difficult economic times are not necessarily bad news for fast food chains. For instance, fast food was resilient to the recession in 2009, as many consumers switched back to more accessible formats for their lunch after the financial crisis of 2008. However, this time, the phenomenon did not work, and players were rather surprised by the slowdown in sales at the end of 2012.

COMPETITIVE LANDSCAPE

In a much less fragmented competitive landscape than in other channels, Quick and McDonald’s led with a combined value share of 36% in 2013. What is atypical is that Belgium is one of the only countries in the world where the leading fast food company at GBO level is not McDonald’s. Quick is the leader with a 20% value share of overall sales, by virtue of a larger number of outlets than McDonald’s, due to both franchisees and owned outlets. In the middle of the review period, this Franco-Belgian chain announced the opening of dozens of outlets, although it ultimately limited this ambitious plan.

PROSPECTS

2015 and 2016 should be key years for fast food, mainly with the implementation of the “Black Box” anti-tax evasion system in 2015. Considered as a future plague for full-service restaurants, it could be an opportunity for fast food. In the former, independent outlets dominate, and the majority of them use cash-in-hand workers and casual labour. The black market is much less widespread in fast food, due to the dominance of chains such as Quick, McDonald’s, Exki, Panos and Le Pain Quotidien. They cannot evade local legislation, notably due to their controlled networks of electronic cash registers. In 2015-2016, the expected drop of independent fast food outlets, and mainly full-service restaurants, should leave the field clear for chained fast food operators.

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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.

The Fast Food in Belgium market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Fast Food in Belgium?
What are the major brands in Belgium?
Which type of fast food (burger fast food, chicken fast food, Asian fast food etc.) is expecting the greatest level of growth over the next five years?
Do Fast Casual restaurants have a presence in Belgium?
What are fast food chains doing to attract consumers during non-traditional day-parts?

Why buy this report?

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

This industry report originates from Passport, our Consumer Foodservice market research database.