The fast food market - Belgium

The global fast-food market, which has reached a value of $647.7 billion, is expected to expand to almost $932 billion by 2027, with a compound annual growth rate (CAGR) of over 4%, with the breakfast segment expected to see comparable growth. Dominated by large chains such as McDonald's, which, despite a drop in sales during the COVID-19 pandemic, is implementing expansion plans such as opening new restaurants and investing in franchising models, the market is set to grow further.the market is adapting to the shift in consumer preferences towards convenience and health-conscious options. While the pandemic has had an impact on sales and customer numbers, with chains reporting declines of up to 90%, larger players with more established delivery services and financial reserves have held up better than smaller independents.

There is a visible trend towards healthier options and environmentally-friendly practices, with initiatives to reduce waste and offer balanced alternatives, and a segmentation that indicates a strong presence of international and local Belgian chains, such as Exki, which saw its sales fall by 40% due to the crisis. Regulations in Belgium are strict, with a range of requirements from food safety to environmental considerations. The market represents a significant part of the Belgian economy, with estimates putting its value at between 3.8 and 5.7 billion euros, and the number of fast-food restaurants has increased by 22%. Online sales and delivery services are also on the rise, with platforms such as TakeAway.com seeing a significant increase in partnerships with restaurants.

The Belgian fast-food market: convenience and emerging trends.

The Belgian fast-food market, a crucial segment of the wider restaurant industry, has undergone a notable shift towards convenience and diversification in response to changing consumer preferences. Representing a significant share of foodservice sales, Belgium's fast-food sector highlights both the growing gravitation towards fast-food solutions and the burgeoning demand for healthier options.

In contrast to the static consumer budget allocated to food and non-alcoholic beverages - which held steady at around 14% - the share of spending devoted to hotels, restaurants and cafés, including fast-food outlets, jumped from 4.9% to 6.6%. This increase underlines Belgians' growing penchant for eating out and consuming prepared meals, despite their overall intention to maintain the current frequency of restaurant visits. The lack of time for lunch breaks - 63% of Belgians spend less than 45 minutes on them, and almost half less than 30 minutes - plays into the fast-food industry's hands. With 75% of the population opting for a restaurant or takeaway lunch at work each week, and placing a high value on fast service, fast-food chains have a ready-made consumer base. So it's no surprise that fast-food giants such as McDonald's remain particularly popular, as they are frequented by almost a quarter of Belgians.

While dinners tend to be longer at home, with two-thirds of people taking more than 30 minutes, the convenience of takeaways continues to appeal, with 25% of Belgians resorting to them at least once a week. These habits offer fast-food chains the opportunity to win market share, not only for lunch, but also for evening meals. Price elasticity and competition are driving restaurateurs to offer meals generally ranging from 6 to 10 euros, although there is a clear trend towards upscale options. Chains like Exki are responding to the demand for balanced diets, attracting customers willing to spend between 10 and 15 euros for healthier meals. This trend towards wellness is reflected in the growing interest in fast food, which promises both speed and nutritional value. The digital frontier is also playing an influential role in shaping modern consumption patterns. Platforms such as TakeAway.com, Uber Eats, Deliveroo and Glovo are expanding their presence, with TakeAway.com alone recording a 146% increase in its restaurant repertoire.

Key players in the fast-food market: Navigating a fast-changing landscape In the dynamic and highly competitive arena of the fast-food market, a diverse range of establishments vie for consumer patronage. Their positioning ranges from world-renowned chains to European fast-food innovators of Belgian origin, each bringing a distinctive offering to the table.

• McDonald's: The giant par excellence The embodiment of the fast-food industry, McDonald's boasts an enormous global presence, including a solid footprint in Belgium. Known for its iconic golden arches, this American chain has combined convenience with a universally appealing menu. Its sustained growth is underpinned by standardized operations that guarantee consistent quality across all franchises, and a strategic focus on drive-ins, delivery and takeaway options, particularly important during the COVID-19 pandemic.
• Burger King: the Whopper business Burger King, with its flagship product, the Whopper, competes fiercely in the hamburger segment. This chain has established itself in the fast-food market by emphasizing flame-grilled flavors and a menu that encourages customers to "do it their their way", promoting a degree of personalization that resonates with a market segment keen on personalized dining experiences.
• KFC: The heritage of Colonel Kentucky Fried Chicken, universally known as KFC, brings the southern charm of crispy fried chicken to the international stage. Offering buckets of its secret chicken recipe, this brand enjoys a loyal following of customers who love its unique blend of herbs and spices. KFC's ability to offer satisfying family meals sets it apart in the fast-food sector. #### Pizza Hut and Domino's: the duel for the pizza crown In the fast-food pizza sector, Pizza Hut and Domino's are the dominant players, each with a solid international network of restaurants. While Pizza Hut attracts customers with its sit-down restaurant atmosphere and diverse menu of doughs and sides, Domino's thrives on its delivery and takeaway prowess, promising hot pizzas delivered quickly to customers' doorsteps.
• Exki: Pioneer of the fast-food concept Belgian-born Exki represents a refreshing chapter in the history of fast food, differentiating itself by its use of healthy, organic ingredients. This European chain appeals to a growing number of consumers who seek the convenience of fast food without compromising on nutritious, sustainable eating practices. Its commitment to fresh, seasonal produce and its waste reduction initiatives demonstrate a progressive approach to fast food.

Informations

• Nombre de pages : 30 pages
• Format : Version digitale et PDF
• Dernière mise à jour : 04/03/2021

Sommaire et extraits

Liste des graphiques

• Marché mondial de la restauration rapide
• Chiffre d'affaires des restaurants et services de restauration mobile
• A quelle fréquence pensez-vous vous restaurer hors de votre domicile ?
• Combien de temps accordez-vous à votre pause déjeuner (au travail) ?
• Type de déjeuners des Belges lors des jours de travail
• Combien de temps accordez-vous à votre dîner ?
• Quel type de repas à la maison pour les Belges ?
• Quelles chaînes de fast food fréquentez-vous ?
• Fréquentation des visites de snack bar dans les Flandres
• Evolution du nombre de restaurants de fast food
• Nombre de restaurants disponibles sur TakeAway.com
• Evolution des prix à la consommation dans la restauration
• Dans les années à venir, pensez-vous que votre accès à une alimentation saine s'améliorera ou se détériorera ?