Fast Food in France

PROSPECTS

Premium fast food boosts growth

Fast food maintained dynamic current value growth in 2017, supported by diversification towards new concepts focused on higher quality, and consequently a higher average spend per transaction. With the surge in the obesity rate in France, more consumers are keen to adopt healthier lifestyles, as 40% of French consumers regularly eat vegetarian meals, and 37% look at the nutritional content of what they eat.

New lifestyles increase the need for diverse menus

As lifestyles become more urban, busier and more modern, consumers are finding they have less time to cook at home, especially as mealtimes are more fragmented. This structural trend remained a key factor in the development of fast food in 2017, with the rising popularity of breakfast items in bakery products fast food, for instance.

Strong competition in burger fast food

Fast food sees dynamic competition between players, especially in chained burger fast food, which Burger King entered in 2014, Big Fernand in 2013, Five Guys in 2016 and Steak ‘n Shake in 2017. Burger fast food continues to record impressive value growth despite approaching saturation, as the supply is increasing; although the increase in flexitarianism could negatively affect the positive trend in burger fast food over the forecast period.

COMPETITIVE LANDSCAPE

McDonald’s France maintains its lead despite the competition in burger fast food

Whilst remaining the undisputed leader in fast food in 2017, McDonald’s France had to face more intense competition, as its main challenger in burger fast food, Burger King, pursued impressive development, with the opening of 93 outlets in 2017, to reach 200. Groupe Bertrand CHR operates the Burger King brand in France, and deployed an aggressive development strategy, with the acquisition of 395 Quick Restaurants in 2015, which are being transformed into Burger King outlets.

Chicken fast food offer opportunities

KFC France almost doubled its outlet numbers between 2010 and 2017, which allowed it to maintain its monopoly in chained chicken fast food. This player introduced a new reduced size concept, along with the phrase “always original”, and communicated the brand’s history, tradition and knowledge of chicken recipes.

The development of a local supply chain is a pillar strategy amongst chained players

Some players, such as McDonald’s France, will direct their strategy towards the development of local supply chains. McDonald’s has announced that the supply of Charolais French beef is expected to triple over 2019, to reach 6,000 tonnes.

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