Synthèse
Since the start of the COVID-19 pandemic, the global fast-food market has seen a decline, falling to $803.8 billion in 2020, a 4.4% drop on the previous year. Despite this decline, a recovery is emerging, with projections estimating that the market will reach $881.1 billion by 2022. Emerging economies have driven the expansion of the fast-food sector, while developed countries have boosted growth thanks to a more diversified offer, including healthier options.
In France, the fast food sector proved resilient during the pandemic, with significant growth after the restrictions, demonstrated by record figures in 2022, and the sector successfully opening new outlets. The habits of French consumers are increasingly turning to online ordering and delivery services, with delivery seeing an 85% increase between 2019 and 2021, consolidating its place in the fast-food market offering. Despite economic setbacks, consumer demand for convenience and diversified products continued to propel the industry forward.
Overview of demand and trends in the French fast-food market
The French fast food market, while not historically aligned with the country's renowned gastronomy, has undergone a significant shift with growing popularity reshaping consumer habits. Driven by a mix of classic fast-food offerings and the emerging "fast-casual" and "fast good" segments, the market has become a center for quality, diversity and personalization. Demand spans a wide demographic range, catering for both private and professional customers, and covers all meals of the day, including a strong increase in breakfast consumption.
The integration of health and environment-friendly products has been one of the decisive factors in the market's expansion. Interestingly, while France accounts for a considerable share of the market - around 10% of the global fast-food industry- French consumers themselves are often considered atypical due to the country's deeply rooted culinary traditions. The compound annual growth rate (CAGR) forecast for the period from 2018 to 2021 is around 2.1%.
On a national level, the French fast-food market rebounded after the health crisis, matching and even exceeding attendance and growth figures. The years 2020 and 2022 saw a significant increase, with the latter recording growth of around 5% in the summer months compared with the figures. The market was characterized by an increase in attendance and spending, with a remarkable CAGR of around 10.7%, before recording a slight slowdown. In terms of consumer behavior in France, people are focusing on speed and convenience as part of an increasingly active lifestyle. However, the economic aspect is generally a minor concern. Digital orders make up a growing fraction of market activity, approaching 10% of fast-food orders compared with a much smaller share in traditional restaurants.
The market hosts a wide range of players, from independent outlets to international giants such as McDonald's and Burger King. The number of outlets has grown considerably, from around 21,650 to almost 48,300 by 2022, intensifying competitive pressures and encouraging price competition. In addition, the number of employees in the fast-food market has reached 317,000
Key market players
In the dynamic world of fast food, success relies on a combination of brand recognition, product consistency and the ability to adapt to consumer trends. The fast food sector, with its constantly evolving palette of tastes and offerings, is dominated by several major players who have become not just restaurants, but global icons. These titans not only feed millions of people every day, they are also shaping the future of the sector through their strategic positioning in the market.
- McDonald's: an unshakeable fast-food empire McDonald's is a fast-food colossus. Known for its Big Macs, Happy Meals and Golden Arches, McDonald's has become synonymous with American fast food the world over. In France, McDonald's has adapted its menus to include local flavors and high-quality ingredients, demonstrating its flexibility and understanding of regional gastronomy. With a model that combines sit-down dining, drive-through service and delivery options, McDonald's manages to maintain a relevant hold on the fast-food market.
- Subway: the sovereign of sandwiches with a personal touch Subway presents a different model to that of hamburgers, offering a new way of thinking about sandwiches. Subway customers enjoy a more personal experience, choosing from a variety of breads, toppings and condiments to create a customized sandwich. With a focus on fresh ingredients and personalization, Subway is responding to a growing demand for quick but healthy food options that can suit a variety of dietary preferences.
- Yum! Brands: A multitude of flavors under one roof Yum! Brands are the stewards of KFC and Pizza Hut, among others, enabling them to offer a wide range of fast-food products, from fried chicken to pizza slices. The Yum! Brands excel in offering familiar, comforting foods enjoyed in different cultures. Maintaining distinct identities for each chain while capitalizing on shared marketing and supply chain resources demonstrates Yum! Brands' expertise in managing multiple fast-food brands under the umbrella of a single company.
- Domino's Pizza: The pioneers of pizza delivery Dominating the pizza delivery sector, Domino's Pizza has put in place a commendable infrastructure that ensures fresh dough is made by hand and delivered to outlets, streamlining the process from order to delivery. With significant investment in technology for online ordering and even experimentation with autonomous delivery vehicles, Domino's remains at the forefront of innovation in the fast-food sector.
- Burger King and Quick (Groupe Bertrand): rivals in burgers
à la compréhension de ce marché
Détail du contenu
Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 18/01/2024
Sommaire et extraits
1 Market overview
1.1 Market overview and definition
Fast-food restaurants are defined by theINSEE as "the over-the-counter supply of food and beverages for consumption on the premises or to take away, presented in disposable packaging. "
This sector therefore includes fast-food restaurants, restaurants offering mainly takeaway meals, the sale of meals in food trucksand tea rooms. It does not, however, include retail sales via vending machines.
Fast food is characterized byfast service, simple dishes, low prices and the ability to handle high demand. In this respect, fast food includes both fast food restaurants and the fast casual - range, which emphasizes the quality and diversity of its offering, such as Cojean, or the fast good segment, which offers a specialized, customizable offering in a pleasant setting, such as Big Fernand. The main customers are both private individuals and professionals.
Consumption in fast-food establishments takes place for all meals of the day, for lunch and dinner, but more recently also for breakfast, a fast-growing segment.
This diversification has broadened the customer base, attracting both private and professional customers, while stimulating market growth.
The global market is experiencing very rapid growth, marked by regional disparities: emerging economies are seeing the strongest expansion in fast-food establishments, while growth in developed countries is coming from a broader product offering, such as healthy alternatives. France is not traditionally associated with fast food; rather, the country is known for its gastronomy. However, the popularity of fast food is growing rapidly ; France accounts for around 10% of the global fast food market, and prospects were, before 2020, very promising. The country was experiencing growth as a result of the introduction of a wider range of environmentally-friendly and health-conscious products, aimed at a wider consumer base, and of attractive new trends.
While the health crisis hit the entire foodservice sector hard, in the end the fast-food segment fared best and, since the restrictions were lifted, is once again enjoying strong growth momentum.
1.2 The global market
The global fast-food market reached $***.* billion in ****, and fell in **** to $***.* billion, down *.*%. The global market seems to have picked up again, as it is estimated to reach $***.* billion in ****. The CAGR for the period **** - **** was *.*%. [***] In the overall foodservice market, fast food is the segment with the largest market ...
1.3 A strong domestic market
While the French out-of-home catering market has yet to return to its pre-Covid levels, the same is true of the fast-food sector , which in **** is reporting record figures since **** ***** beats this record), with footfall equal to that of **** and growth of *% over the months of June and July **** vs. ****. The recovery ...
1.4 Market cyclicality
Fast food restaurant revenues France, **** - **** (***) Source: ****
The chart above is based on INSEE and NAF code **.**C (***). This is the sales index for fast-food establishments, with **** as the base year, to which base *** is assigned. Thus, in January ****, the revenues of establishments reached a value of ***, implying that companies registered ...
1.5 The fast-food sector has been hard hit by the health crisis
Significant drop in patronage and revenues
The foodservice sector has been hard hit by the health crisis. According to the sector report for the first eight months of ****, published by the NPD Group, the sector has lost almost **% of footfall compared to ****, the majority of which occurred during the containment period. ...
2 Demand analysis
2.1 The French, atypical consumers but fans of fast food
The French market is considered a special one, due to the importance attached to the country's restaurants, gastronomy and culinary traditions. In particular, fast-food chains have had to adapt their offerings to attract French consumers, such as McDonald's, which includes many ingredients typical of French gastronomy (***) on its menus.
According to ...
2.2 Characteristics of fast-food demand
change in frequency of fast-food consumption among adults aged ** and over France, ****-****, in Source: ****
The graph above shows that fast-food consumption has become more democratic over the years. The proportion of consumers who never eat there has largely decreased, with the lowest proportion on the ****/**** Anses study. In ****, **.*% of the ...
2.3 Regional disparities
A HelloFresh study published in **** looks at fast food in France's ** biggest cities. It shows that fast foods account for **% of restaurants in Cergy-Pontoise, almost **% in Amiens, but *.*% in Paris, where fast foods are numerous but the overall restaurant offer is much more extensive. Taking all ** French cities together, the study ...
2.4 France's favourite fast-food chains
The graph below is based on OpinionWay's survey of French people's favorite brands. These are the responses to the question "Do you like this fast-food brand? For each brand, the percentage corresponds to the proportion of respondents who answered "yes".
McDonald's is France's favorite fast-food chain, with **. *% of respondents saying they ...
2.5 Demand for home-delivered meals drives fast-food growth
Over the past few years, and particularly since the first confinement linked to the covid-** crisis, meal delivery systems have been increasingly in demand, benefiting in particular from the growth of the fast-food sector. Successive confinements have familiarized the French with this system. A study by NPD Group shows thatbetween **** and ...
3 Market structure
3.1 Specific features of the production line
The fast-food sector is divided between independent players not attached to a chain, and large, often international, chains. However, the business is still dominated by major groups and networks such as McDonald's, Subway, Yum!brands (***).
Production in the fast-food sector is a major factor in the organization of the brands, since ...
3.2 A growing number of market players
According toURSSAF (***), the number of companies in the French fast-food sector rose from **,*** in **** to **,*** in ****, an increase of ***% over the period. It should be borne in mind, however, that several establishments may belong to the same chain. As a result, the number of establishments in this market is increasing, leading ...
3.3 Typology of the forces involved
Four types of player share the fast food market in France:
- Specialist fast-food companies;- Bakeries;- Online fast-food platforms;- Supermarkets and food superstores
According to Euromonitor, the fast-food market is characterized by a high level of competition between players. While competition comes from other catering outlets, such as ...
3.4 The franchise model
In terms of distribution, the sector relies heavily on the principle of franchising (***).
In ****, there will be *** fast food franchises in France. [***]
The major chains manage this network and ensure product consistency across the various outlets. One of the strategies adopted to face up to the competition from supermarkets is to ...
3.5 Growing competition from supermarket snacks
Snacking is the term used to describe the eating of ready-made, standardized meals on the move, outside of mealtimes. It differs from fast food in the way products are consumed. In fast food, the customer buys from a restaurant, a stall that sells only food. Snacking, on the other hand, means ...
4 Offer analysis
4.1 A wide range of products
Fast-food products are ready-to-eat, and generally come in disposable packaging.
In terms of products offered, there are three main types of cuisine:
French (***), American (***) Italian (***)
Next come products from Asian cuisines (***) and Turkish/Greek and Lebanese specialties.
There are a number of different fast-food concepts:
American burgers and fast food (***) Bakeries ...
4.2 Low prices on the rise
Prices are generally very low compared to traditional foodservice offerings, due to lower costs and fierce competition.classification can also be made according to product "quality" (***), with prices significantly higher for the former: an average order at Cojean - premium positioning - comes to €**.
The product is often offered in different ...
4.3 A growing healthy fast-food offering
A second lever for the sector is the development of new offers to attract a new clientele (***) with chains such as Cojean, Bioburger and Exki.
Where would you like to see more organic alternatives? France, ****, % Source: ****
In order to better understand the plethora of "alternative" and "healthy" offerings on offer in ...
4.4 Limited development of food trucks
Lastly, the boom in food trucks began in ****-****. This type of catering, which brings the product to the customer and not the other way round, is a medium whose flexibility has won over consumers. Indeed, between **** and ****, the number of food trucks rose by **% to ***; at the same time, revenues ...
5 Regulations
5.1 Current regulations
Fast-food outlets can be either artisanal or commercial in nature, as described on the bpifrance website.
The hygiene and safety regulations in force for commercial fast-food establishments are similar to those for traditional catering. The rules are detailed on the public service website and concern the following points:
Premises, materials and ...
5.2. Waste sorting issues for fast-food outlets
The various fast-food chains in France have been asked to propose a waste sorting compliance plan by March ****, as reported by Le Point. According to Le Figaro, ***,*** tonnes of packaging waste and **,*** tonnes of food waste are generated by fast-food chains every year. However, the latter is all too often not ...
6 Positioning the players
6.1 Segmentation
The following segmentation of market players is used:
- McDonald’s France
- Subway France
- Kioske à Pizza
- KFC France
- Pizza Hut (Yum Brands Group)
- Le Duff Groupe
- Speed Rabbit Pizza
- Holder Groupe
- Starbucks Coffee
- Sushi Shop Restauration
- Eric kayser
- Exki
- Crêpe Touch
- Daunat Groupe
- Frichti (La Belle Vie)
- Barapom
- Cojean
- France Restauration Rapide
- Paul Boulangerie (Groupe Holder)
- Sodebo
- Taster
- Autogrill
- Starbucks Coffee France
- Chicken Street
- Bioburger
- Eat Salad
- Fresh Burritos
- King Marcel
- Pitaya (Bertrand Groupe)
- Soframa Capella (Even groupe)
- Pomme de Pain
- Popeyes
- Big M Burger
- Breizh Café
Liste des graphiques
- Marché mondial de la restauration rapide
- Projection de l'évolution du marché mondial de la restauration rapide
- Chiffre d'affaires de la restauration rapide (code NAF 56.10C)
- Principaux motifs de consommation de fast-food
- Motifs de consommation hors domicile de la dernière visite des français interrogés
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- 20/01/2023 - L'étude a été complètement mise à jour par un analyste Businesscoot. En plus de cette revue complète, des informations sur les enseignes de fast food préférées des Français, ainsi que sur la demande de livraison de repas à domicile, ont été ajoutées.