Fast Food in Switzerland

TRENDS

Fast food remained a popular choice for Swiss consumers in 2015, as lifestyles became increasingly hectic and many consumers sought convenient and time-saving foodservice options. With the increasing number of single households, the amount of spare time and willingness to spend this time in the kitchen continued to decline, especially among the younger population. The rising number of working mothers also led parents to seek convenient meal solutions. As such, fast food remained the second largest category within consumer foodservice in 2015, behind full-service restaurants.

COMPETITIVE LANDSCAPE

Fast food in Switzerland continued to be led by the global burger chain McDonald’s, which accounted for a 40% share of value sales at GBO level in fast food in 2015. McDonald’s continued its expansion with new outlets and owned 163 outlets in Switzerland, the majority of which are operated by various franchisees. A key for success was the company’s strong orientation to local preferences and taste. For example, the company continued to cooperate with a local chef to introduce new products. McDonald’s is also a pioneer in innovation and development. The company improved its self-ordering kiosk, where consumers can easily order and pay, and then pick up the order at a counter. In 14 Swiss restaurants, a “Service at the Table” trial was underway at the beginning of 2016. After ordering on a touch screen, the food is brought to customers at the table.

PROSPECTS

Fast food in Switzerland is expected to record positive growth over the forecast period, outperforming overall consumer foodservice. The main factors driving growth will be increasingly fast-paced consumer lifestyles and growing demand for fast and convenient food solutions. This is particularly expected to benefit chained fast food, which will have ample opportunity for outlet expansion.

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