While overall foodservice spending fell in 2009, fast food operators in France did very well indeed in 2009, with sales continuing to expand, as French consumers continued to seek out good quality food at an affordable price.
The ongoing evolution of French foodservice in a recessionary environment offers key insights for operators across the developed world, with behavior shifts among French consumers mirroring those seen in a number of other markets. Intensely concerned with tradition and authenticity, yet also hungry for value and convenience, French consumers serve as a striking example of the opportunities available for fast food operators able to marry affordable products with a compelling story of service and quality. While fast casual chains have certainly prospered in this environment, standard fast food chains have also made real gains, with McDonald’s in particular maintaining its dominance, in part due to a heavily upgraded outlet and menu presentation.