The pokebowl market - France

The French poké bowl market, which has established a strong presence in the fast-food sector with brands such as Pokawa, Poké Bar and Poké Me, has continued to thrive despite the challenges posed by the COVID-19 pandemic. Interest in this healthy, Instagrammable dish increased, particularly during the summer months, with a peak in searches in June/July according to Google Trends data. However, the fast food sector as a whole saw a significant drop in footfall and revenue during the first months of the pandemic in 2020, losing almost 37% of customer visits. Despite this decline, the market has shown resilience by focusing on online ordering and delivery services, which have seen substantial growth, with home delivery up 47% between 2020 and 2021, and 85% between 2019 and 2021.

Dark kitchens" have emerged in response to escalating delivery demands, accounting for around 6% of the meal delivery market. The study indicates that the poké bowl market in France will be worth between 1.98 and 2.98 billion euros by 2021, demonstrating the dish's popularity with a largelys popularity with a predominantly female clientele aged between 20 and 40, a demographic group that accounts for 70% of Pokawa's customer base. The sector has also turned to franchising, with Pokawa aiming to expand to a further 80 franchised outlets by 2024. Despite the pandemic, the market is on a recovery trajectory and should exceed its 2019 performance by the end of 2022.

Growth and adaptation: a close look at the fast-food landscape in the popularity of the Poke Bowl

The fast food market in this particular country has witnessed a palpable shift towards healthier, Instagram-friendly dining options, with the poke bowl firmly establishing itself as a lunchtime favorite. Over the past six years, the poke bowl has gone from being a trendy novelty to a mainstay of the country's dining culture. Demand for poke bowls is now an important segment of the wider fast-food sector, leading to the creation of specialist outlets and the adoption of these dishes in different types of restaurant.

The sector has seen a steady rise in employment, with the number of employees in the fast food market increasing by around 50-60% between 2014 and 2021. The number of businesses in the sector also reflects this growth, rising from nearly 30,000 to 45,000 or 50,000 over the same period, indicating a strong expansion of market players. Online ordering and delivery have become essential, catalyzed by consumer preferences for home-delivered meals, a trend amplified by the COVID-19 pandemic.

Franchise systems have played a key role in the spread of poke bowl outlets, with major brands offering franchise opportunities that promise brand support and operational executives. Consumption patterns reveal who eats most often at fast-food outlets, with working adults and students making up a significant proportion of the clientele. In particular, students showed a strong preference for fast food, with almost 30-35% visiting fast food establishments at least once a week.

From a health point of view, poke bowls offer a lower-calorie alternative to traditional fast-food dishes, with calorie intake generally between 300 and 600 calories, i.e. two to four times fewer calories than a conventional fast-food meal. This dietary advantage, combined with the dish's aesthetic appeal, contributes to its frequent presence on social media platforms. The trendy presentations are part of a growing movement of health-conscious, visually-engaged consumers. The poke bowl market itself, following industry growth trends, underscores the significant economic impact of this relatively new culinary player.

The overall trajectory of the fast-food sector, with the exception of a dip during the peak of the pandemic, forecasts a positive outlook, with a recovery suggesting that the integration of poke bowls into the market has the potential for sustainable growth.

leaders, competitors and innovative franchises

The French poke bowl market has developed rapidly, with a plethora of players making their mark on the gastronomic scene.

• At the forefront of this dynamic market is Pokawa, a brand that has enjoyed remarkable growth and leads the pack with 85 outlets across France. Its success can be attributed to its strategic positioning, which emphasizes healthy ingredients, an Instagram- andand attractive prices, all of which resonate with the contemporary French consumer's preference for a quick, nutritious meal option.

• Not far behind, Poke Bar is making waves with 18 restaurants, carving out a brand name for itself by capitalizing on the fresh, healthy aspects of poke bowls. Its commitment to sustainable development and environmentally-friendly practices has earned it a loyal following of customers who appreciate eco-responsible dining choices.

• Poké Me is another strong contender, attracting attention with its 12 outlets. Poké Me's emphasis on fresh, high-quality ingredients and transparency about the origin of their products has set a benchmark in the sector, attracting consumers who value traceability and authenticity in their food.

• We also have the flourishing presence of Poke House and Island Poké, each bringing their own unique touch to the poke bowls craze. Poke House, with 7 establishments in France and an extensive international presence, illustrates the growing demand for poke bowls beyond France's borders. Island Poké, meanwhile, adds a tropical touch to the mix, reinforcing the dish's Hawaiian roots.

• Konapoké, although not detailed in the figures, is another entrant that has been noted for its innovative approach to serving and customizing poke bowls, attracting a niche clientele in search of personalized culinary experiences.

These key players in the evolving poke bowls market are not only offering delectable alternatives to fast food, they are also emphasizing their role as responsible businesses. They are increasingly focusing on the franchise model to extend their reach and influence, enabling entrepreneurs to operate a proven business model and consumers to benefit from consistent quality across different outlets. Whether it's convenience, sustainability or health, these brands are adapting to French tastes and setting the tone in the foodservice sector, with poke bowls fast becoming a staple of the French lunch break.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 10/10/2022

Summary and extracts

List of charts

• Employee numbers in the fast-food market
• Number of companies in the fast-food sector
• Trends in the frequency of fast-food consumption among adults aged 18 and over
• Frequency of fast-food consumption, by employment status, among adults aged 18 to 79
• Frequency of fast-food consumption among working adults and students
• Gender distribution by frequency of fast-food consumption, among working people and students
• Distribution of agglomeration size by frequency of fast-food consumption, among working people and students
• Change in the size of the fast-food market
• Estimated size of the poke bowls market in France
• Breakdown of Pokawa customers by gender
• What the French think of Sushi Shop according to age
• Evolution of searches for the term "poke bowl" on Google
• Sales index for fast-food outlets (impact of Covid-19)
• For which dishes do you prefer home delivery?
• What time do the French order their meals delivered?
• What are the main obstacles to delivery for the French?