The fast food market in France - publié le 19/01/2012

Résumé du document

-The fast food takes advantage of the crisis.
-Furthermore, we can note that this sector represents a quarter of the restoration with a growth rate which increases in a constant way these last years.
-The fast food is a competitive market.
-Indeed, even if McDonald's is leading on this market, it has to face important competitors like KFC.

Lots of reasons add to the causes of the success of McDonald:
-1.134 restaurants.
-The most frequented McDonald's is those of the Champs Elysees.
-35 000 employees.
-1 million consumers eat to McDonald's every day.
-A growth of 55% by years for five years.
-Over the year 2008, the progress was 11,2% with a 3,3 billion euro turnover.

Extraits

[...] The fast food is a competitive market. Indeed, even if McDonald's is leading on this market, he has to face important competitors who are Quick and KFC. Untitled-2.JPG PRESENTATION OF COMPANIES Fast%20Food1zz.pngUntitled-2.JPG McDonald's The first McDonald's opened, in France, on September 17th in Strasbourg. McDonald's is leading on the market of the fast food. fast-food-300x291Untitled-2.JPG McDonald's Lots of reasons are the causes of the success of McDonald: 1.134 restaurants. The most frequented McDonald's is those of the Champs Elysées employees million consumers eat to McDonald's every day. [...]

[...] bumper-bucket-kfcUntitled-2.JPG Marketing Fast%20Food1zz.pngUntitled-2.JPG Marketing The market : With a turnover superior in number 30 billions € in 2009, the French fast food market made more 10 billions in 5 years and this number will keep growing. Untitled-2.JPG Marketing The consumers : billions sandwiches consumed in France in 2009, namely + compared to 2008. The French consume 9 times as many sandwiches than hamburgers. The way of consumption has deeply changed since 10 last years. The reasons : The shortening of lunch break. [...]

[...] Each firm developed plenty of burgers recipes to attract the biggest amount of people. All these firms offer different sizes of menu (regular and XL) depending if you are hungry or not. Against the obesity in France, these Fast Food offer different kind of salads instead of the burger and the French fries, to adapt their food to the customers. Untitled-2.JPG How ? The three companies offer the possibility to take an order from your car. These three Fast Food accept all the way of payment. [...]

[...] fast-food-300x291Untitled-2.JPG Quick Quick is a Belgian company and we can say that it is the main competitor of McDonald's. Quick is based in 1971 in Belgium. Before becoming French, Quick was a member of the Belgian group GB INNO WB. giantbarUntitled-2.JPG Quick It is in 1980, in Aix-en-Provence that opens the French first Quick after the opening of the first McDonald in France. In 2008, the volume of sales amounted to 893,1 million euro what represents a increase of regard to 2007. It wants the quality instead of the quantity. It is an average effective marketing. [...]

[...] That is why, the consumers privilege the fast food in order to answer their needs. Untitled-2.JPG Conclusion These giants of the fast food use a very important communication. Indeed, they have each different slogan and propose promotions on certain products in order to develop loyalty of the consumer. I haven't spoke of subway but it's a new serious competitor of MCDO, quick and KFC, in fact they have now more restaurant than MCDO in France A very bad news for the fast foot has felt : Burger King had announced it back in France in 2012 after his retirement due to a low turnover, Is this the end of the McDonald's supremacy ? [...]