The fast-food market - Spain

Fast food first appeared in the United States in the first half of the 20th century, and the country remains the world's leading fast food market to this day. Fast food is characterized by rapid preparation, standardized menus and reduced table service. Fast food restaurants can focus on a particular style of food: American fast food, Italian-Mexican, Asian, etc. Worldwide, the fast-food market has seen very rapid growth in sales. Industry giants such as McDonalds, Burger King, Subway, KFC, Taco Bell and Pizza Hut have impressive geographic coverage. After years of very rapid growth, Asia Pacific has become the world's second largest market, and long-term growth prospects remain high despite weaknesses due to China's zero-covid policy. In Spain, the leading fast-food brands are McDonalds, Burger King, Pans & Company, Rodilla, KFC and Subway. The market is relatively fragmented, with a large number of franchises, but also independent restaurants that manage to hold their own. The health crisis affected the Spanish fast-food market, particularly in the spring of 2020, when closures dealt a severe blow to business. The switch to online sales came more naturally to fast food outlets than to traditional restaurants, which had not necessarily developed the necessary tools. This changeover helped to maintain some business, but the catch-up seen when restaurants reopened was not enough to compensate for the overall loss of business. In 2021, the Spanish fast-food market has not returned to its previous level of activity. However, the market has evolved, with more digital ordering, the emergence of "dark kitchen" restaurants and new fast food chains renewing a competitive market.