Fast Food in Western Europe

  • ID: 4224801
  • Report
  • Region: Europe, Western Europe
  • 57 pages
  • Euromonitor International
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Fast food’s role across markets in Western Europe is expanding. This is due to the continued general macro-shift in dining culture, with diners moving away from traditional formats and towards more modern, convenient, flexible and value-driven formats. Healthier, higher-quality fast food is growing more popular in markets, and operators are learning best practices as to how to most effectively leverage this growing source of demand.

The Fast Food in Western Europe global briefing offers an insight into to the size and shape of the Consumer Foodservice market, highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues and white spaces. It identifies the leading operators and brands, offers strategic analysis of key factors influencing the operating environment - be they economic/lifestyle influences, new foodservice concepts, outlet locations, menu innovation or format development. The entire industry is considered, including both chained and independent operators. Forecasts illustrate how the market is set to change and what is the criteria for success.

Product coverage: Consumer Foodservice by Location, Consumer Foodservice by Type.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Consumer Foodservice market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
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Fast Food in Western Europe

Introduction
Regional Overview
Leading Companies and Brands
Forecast Projections
Country Snapshots
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The fast food landscape has irrevocably changed

Long-term growth prospects in fast food have changed. Operators cannot rely on unfettered growth in a few major emerging markets, nor on consistent steady returns in core developed markets. New competitors are emerging, new channels are growing and fighting for fast food share, and consumers themselves are changing their habits in ways that may not necessarily benefit major chains. Operators need to find new ways to succeed within this landscape, adopting a strategic balance of value and premium offerings to maximise appeal and maintain an edge on the competition.

Quality and value are equally important

Quality is now a fundamental priority within fast food. Consumers expect high-quality ingredients and preparation methods, and they want to see that operators are taking steps towards improved quality, even at the lowest price tiers. Consumers want better food, but they want better everything else as well: faster, easier, more convenient, more satisfying and more exciting, all at a value-driven price point.

Effective premiumisation is slow, steady, and on-brand

In order to achieve this balance, fast food operators must find ways to upgrade brands without diluting existing appeal. The key to this strategy is to focus on brand strengths instead of weaknesses, improving them further to maximise appeal for core customers. Operators must improve the ingredients in key menu items, make service as quick, seamless, and efficient as possible, and continually invest in new technology to maintain relevance and maximum accessibility.

Strategy is important, but execution wins

As illustrated by Chick-fil-A, great execution appears to solve most problems. Good food delivered with pleasant service, reasonable speed and dependable accuracy may ultimately provide consumers with the best value, even more so than exciting branding, clever positioning or extra premium amenities.

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