Fast Food in Germany

PROSPECTS

Further growth of fast food in Germany driven by consumers’ ever busier lives

Fast food in Germany continued to record steady growth at the end of the review period, with this set to continue over 2017-2022. Apart from the favourable economic climate, the channel has also been able to benefit from the increasingly hectic lifestyles of many Germans, for example thanks to employment being at an unprecedented level.

Channel profits from consumers increasingly eating at different times

In recent years, and against this background of increasingly hectic lifestyles, German consumers have started to eat out more often at previously considered rather strange times, for example at breakfast time, teatime or late at night. Compared to full-service restaurants, fast food outlets have an advantage in that the preparation of their food is less elaborate and complex.

Asian and chicken fast food the best performers in 2017

The best performing channels at the end of the review period were Asian and chicken fast food, followed by bakery fast food. All three are benefiting from the fact that they are seen as offering healthier products than other fast food channels, with their meals containing more vegetable or less red meat, for example.

COMPETITIVE LANDSCAPE

Leading position of McDonald’s to remain unchallenged

Despite its presence in burger fast food, which is generally considered relatively unhealthy, McDonald’s is expected to maintain its overall leading position in fast food in Germany over the forecast period. The company benefits from very strong brand awareness and popularity among the wider population, but particularly its key target audience of children, teenagers and young adults.

Smaller chains achieving stronger growth rates

Compared to McDonald’s, however, other much smaller chains achieved stronger growth in 2017, with this being partly down to their much lower sales base. Examples include KFC in chicken fast food and Yorma’s in convenience store fast food.

Digitalisation to further influence the competitive landscape

Ongoing digitalisation, which has already led to considerable changes in the way fast food operators run their outlets, is expected to continue to impact both independent and chained outlets over the forecast period. New or enhanced technologies will become more relevant in terms of both contact with the customer, for example via electronic billboards, ordering by touchscreen or paying by mobile devices, as well as behind the scenes, for example with regard to stock management.

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