Roisin O’Sullivan, Bord Bia Madrid
The global fast food market recorded good sales results in 2008 with further positive results anticipated in 2009 as the sector taps into consumers desires for better value when eating out. Developments in the Spanish fast food sector have closely mirrored these trends.
The Spanish food lifestyle is changing with the introduction of the European timetables, not allowing most employees have their traditional 3 hour Spanish lunch breaks and “siestas” The fact that consumers have less time to eat and are now more price conscious has helped the prosperity of fast food chains.
In 2008 there were 2,808 fast food restaurants in Spain, 35% of the total number of foodservice establishments in the country.
The type of outlets evident in the Spanish fast food sector are as follows:
- Pizza restaurants with home delivery service - 33.16% market share
- Burger restaurants - 30.91% market share
- Sandwich restaurants - 26.21% market share
- Other – 9.72% market share
Market Share of the top fast food chains by number of establishments in 2008
McDonald’s and Burger King have 94% of the burger market between them. The most recent competitor, a French burger company (Quick Restaurants), entered the Spanish market in mid 2008 by opening an outlet in Barcelona with plans to expand further.
Telepizza is the largest company according to the number of establishments and accounts for two thirds of the pizza market. Pizza Hut, was the closest competitor on a national scale with 104 restaurants until recently when its managing company Grupo Zena did not renew its contract and gave their licence and establishments to Domino’s Pizza.
The Eat Out Group dominates the sandwich segment with 40% of the market under three trademarks, namely Pans & Company, Bocatta and Krunch. The second place is occupied by Cien Montaditos with 15.6% followed by Rodila at 13%. Other smaller chains like Delinas are looking at “fast casual” more than “fast food” offering healthy food with their main dish (sandwich) in a modern ambient environment.
Due to their continued success, many fast food chains are expanding their range of products so Bord Bia Madrid are currently contacting all major players to explore all possible opportunities for Irish companies to supply them.
For further information please email: roisin.osullivan@bordbia.ie