Alan Walsh, Consumer Insight Team, Bord Bia – Irish Food Board

This is a look at the latest Quick Service Restaurant trends in Europe; focusing on the German, France, Swedish, Dutch and Polish markets. This research was carried out by Kantar Futures and aided by in market, culturally connected ‘Streetscapers’.

Germany

The QSR market in Germany has seen a shift away from chain to non-chain outlets, with the street food trend becoming increasingly popular. Traditional QSRs like döner kebabs and currywurst stands are considered staples of the city- these traditional outlets tend not to go with the trends in the wider QSR market.

Larger QSR outlets have shown increased focus on integration through phone based connection with customers. Examples include: phone based payment systems, or simply making the menu available through social media. This helps make QSRs more accessible in people’s busy lives.

France

New burger brands have emerged in Paris e.g. Burger King, Five Guys. As a result, the burger is now an element of “everyday” food. Additionally online delivery services like Deliveroo, Foodora and Uber Eats connect QSRs directly to customer homes. The health & wellbeing trend is also prominent in France, with consumers increasingly looking for fresh, homemade, local produce.

Millennials and people under the age of 35 most commonly frequent QSRs. Workers can avail of “restaurant tickets” given to them by their employer, and are therefore very popular among this cohort. High level professionals and trendy business workers tend to eat in more up market options

Regardless of age or socio-economic class, most people use QSRs due to speed and convenience factors. Paris is seeing more and more healthy and homemade QSR options. Increasingly, consumers are looking for healthy, fresh and ethically sourced food with a natural and “French touch”.

Sweden

QSR growth in the Swedish market has been aided by evolving menu offerings and general consumer enthusiasm with regard to eating out.

A wider premiumisation trend, driven by a consumer desire for healthy, fresh, locally-produced and sustainable ingredients is of particular note.

The premiumisation of menus and ingredients also extends to the restaurant interior, and more focus is now placed on creating venues to match.

Food trucks are particularly popular amongst those self-employed, students and tourists. These are typically quick and affordable options.

Classic fast food chains such as McDonalds, Burger King and Max are particularly popular with families. Increasingly, working professionals of various ages go for lunch in QSRs. This demographic wants healthy, fresh and quality ingredients, and an inviting space to sit down for lunch.

Mobile payment is popular amongst Swedish consumers, which help to streamline the ordering experience. Most QSR also offer free Wi-Fi and have good social media presence. Home delivery apps are also very popular in major cities e.g. Foodora, Hungrig and Wolt.

The Netherlands

Digital ordering has become a major aspect of QSR revenue. Netherlands-based Thuisbezorgd.com (Takeaway.com) as well as Deliveroo and Foodora, have taken a considerable share of the market in Amsterdam.

Burger Bar, has focused on very high quality ingredients sourced from local markets and interior design that is very on point, leveraging the Dutch enthusiasm for tasteful and site-specific design. The Foodhallen in Amsterdam, provides a very relaxed and tranquil environment for food consumption which makes use of the historic surroundings to create a strong and very authentic sense of place.

Poland

QSRs in Poland have been changing in line with consumer trends, such as: healthy lifestyle; locality and seasonality; personalisation, and also openness of young Millennials for new experiences and tastes.

Increased interest in vegetarian and vegan lifestyles had led to QSR chains like Bioway, Greenway and Fit & Green emerge to meet the demand as the competition gets stronger in the market, new outlets are taking more consideration about their branding and design

QSRs in Poland are most popular amongst millennials, with peak interest between 18 and 24 years. While those 45+ frequent QSRs the least.

Polish Consumers choose QSRs because of their affordability and fast service; which is important due to people’s busy lives. Polish QSRs are increasingly looking to integrate technology, via ordering, feedback and loyalty scheme apps; as well as in store touch screen ordering systems.

For further information please contactAlan.Walsh@bordbia.ie