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Fast Food in
Germany

Country Report

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Executive Summary

Apr 2019
PROSPECTS
Average spend at chains grows owing to digital and delivery strategies

2018 was another solid year for limited-service restaurants, as transaction volume continued to grow and higher spend per transaction led to further value growth. In 2018, many of the leading chained limited-service players embraced digital strategies to increase average spend per transaction.

Room for growth in healthy and vegetarian options

One of the leading current foodservice trends is for healthier offerings. 10% of German consumers claimed to be vegetarian in 2018, while another 2% claimed to be vegan, according to recent reports, and more restaurants are trying to cater specifically to this large and growing consumer segment.

Bakery products chains diversify menus and expand in travel locations

Bakery products limited-service is one of the most dynamic categories. Despite relatively mature market conditions, chained players have found room for growth by expanding in travel locations in and around train stations and airports, and by diversifying menu offerings.

COMPETITIVE LANDSCAPE
McDonald’s still leads, while Domino’s Pizza expands via acquisition

McDonald’s continues to lead in Germany by both number of outlets and total value sales. The chain, however, has limited plans to expand in Germany, while competing multinational chains, in contrast, have announced aggressive expansion targets.

Smaller chains outperforming big chains and independents

2018 was a notable year for limited-service chains in Germany, which collectively outpaced the industry. Smaller, more niche chains generally performed best.

Yum! Brands expands with KFC and Pizza Hut Express

Yum! Brands Inc, the multinational operator of KFC and Pizza Hut in Germany, shifted gear in 2018 to compete more strongly with other leading chained players in the market. Pizza Hut, for instance, aims to expand in Germany with a strong focus on delivery and takeaway dining occasions: a clear shift away from the full-service dining formats that still make up the majority of existing locations.

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Limited-Service Restaurants in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Germany 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 Germany?
  • What are the major brands in Germany?
  • 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 Germany?
  • 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.

Limited-Service Restaurants in Germany - Category analysis

HEADLINES

PROSPECTS

Average spend at chains grows owing to digital and delivery strategies
Room for growth in healthy and vegetarian options
Bakery products chains diversify menus and expand in travel locations

COMPETITIVE LANDSCAPE

McDonald’s still leads, while Domino’s Pizza expands via acquisition
Smaller chains outperforming big chains and independents
Yum! Brands expands with KFC and Pizza Hut Express

CATEGORY DATA

Table 1 Limited-Service Restaurants by Category: Units/Outlets 2013-2018
Table 2 Sales in Limited-Service Restaurants by Category: Number of Transactions 2013-2018
Table 3 Sales in Limited-Service Restaurants by Category: Foodservice Value 2013-2018
Table 4 Limited-Service Restaurants by Category: % Units/Outlets Growth 2013-2018
Table 5 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2013-2018
Table 6 Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2013-2018
Table 7 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice Value 2014-2018
Table 8 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice Value 2015-2018
Table 9 Forecast Limited-Service Restaurants by Category: Units/Outlets 2018-2023
Table 10 Forecast Sales in Limited-Service Restaurants by Category: Number of Transactions 2018-2023
Table 11 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value 2018-2023
Table 12 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth 2018-2023
Table 13 Forecast Sales in Limited-Service Restaurants by Category: % Transaction Growth 2018-2023
Table 14 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2018-2023

Consumer Foodservice in Germany - Industry Overview

EXECUTIVE SUMMARY

Consumer foodservice continues to grow, thanks to increased mobility
More frequent consumption out of the home – from breakfast to snacks
More outlets adopt digital approach and delivery-only outlets start to emerge
Consumer foodservice poised for further growth with favourable demographic trends

MARKET DATA

Table 15 Units, Transactions and Value Sales in Consumer Foodservice 2013-2018
Table 16 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2013-2018
Table 17 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2018
Table 18 Consumer Foodservice by Independent vs Chained: % Foodservice Value 2013-2018
Table 19 Sales in Consumer Foodservice by Eat-In vs Delivery and To-Go: % Foodservice Value 2013-2018
Table 20 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value 2013-2018
Table 21 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice Value 2018
Table 22 Sales in Consumer Foodservice by Online/Offline Ordering: % Foodservice Value 2013-2018
Table 23 Sales in Consumer Foodservice by Location: % Foodservice Value 2013-2018
Table 24 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2014-2018
Table 25 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2015-2018
Table 26 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2018
Table 27 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2018-2023
Table 28 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2018-2023

SOURCES

Summary 1 Research Sources