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Summary of our market study
The global fast-food market is worth over $560 billion
The Belgian market is estimated at between 3.8 and 5.7 billion euros, and accounts for a significant share of total foodservice sales.
Belgians allocate 14% of their spending to food and non-alcoholic beverages. The share of spending devoted to hotels, restaurants and cafés, and fast-food outlets, jumped from 4.9% to 6.6%.
63% of Belgians spend less than 45 minutes on their lunch breaks, and almost half less than 30 minutes.
Fast-food giants such as McDonald's are frequented by almost a quarter of Belgians.
The convenience of takeaway appeals to 25% of Belgians, who use it at least once a week. These habits offer fast-food chains an opportunity to win market share.
Price elasticity and competition are driving restaurateurs to offer meals generally ranging from 6 to 10 euros. Chains like Exki are responding to the demand for balanced diets, attracting customers willing to spend between 10 and 15 euros for healthier meals.
Platforms such as TakeAway.com, Uber Eats, Deliveroo and Glovo are expanding their presence.
Key players in the fast-food market
- McDonald's
- Burger King
- KFC
- Pizza Hut
- Domino's
- Exki: Pioneer of the Belgian fast-food concept Exki
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Fast food is the sale of ready-made meals , generally combining fast service and low prices. Generally speaking, fast food is characterized bythe simplicity of its dishes and its ability to handle high demand.
The global market - dominated by major fast-food chains such as McDonald's - is expected to grow at a CAGR of over 4% between 2020 and 2027 - driven by emerging countries.consumption in fast-food establishments takes place at every meal of the day, at lunch and dinner, but more recently also at breakfast, a fast-growing segment.
The Belgian foodservice industry has undergone a number of transformations in recent years, not least due to changes in consumer preferences, habits and purchasing decisions, which have strongly influenced the value and progress of the various segments of the food industry. As a result, certain segments, such as fast food, mobile catering and food delivery, are gaining in importance. In 2019, one in ten Belgians ate at least twice a week at a fast food restaurant. The big global chains (McDonald's, Burger King, Dominos Pizza) stand side by side with independents. The arrival ofExki - a Belgian player - in the 2000s also marked the advent of healthier, upmarket fast food, sometimes referred to as fast good.
The Covid crisis had a major impact on the restaurant sector, but fast food was spared a little, particularly the major chains, thanks to online sales and the rise of delivery services.
1.2 The global fast-food market
The global fast-food market reached $***.* billion in **** and is expected to grow rapidly to almost $*** billion by ****, representing an average annual growth rate of *.*% over the period **** to ****. Of the total foodservice market, fast food is the segment with the largest market share (***) and the highest average annual growth rate. This ...
1.3 The Belgian fast-food market
The fast food market is a subset of the restaurant sector as a whole.
The Belgian foodservice market grew by *.*% between **** and ****. Nevertheless, growth slowed in **** (***), with the market estimated at €*.** billion in ****.
Sales of restaurants and mobile food services France, **** - ****, € billion Source: ****
The Belgian fast food market:
The relative ...
1.4 The impact of the Covid-19 crisis
While the Covid crisis has affected all players in the restaurant industry, the major fast-food chains have suffered less than "classic" restaurants for several reasons:
During the confinement(***), delivery, driveshots and takeaways remained possible: and the big chains are more advanced in this area than the independents. The big chains have ...
2 Demand analysis
2.1 Changes in Belgian budget structure favor out-of-home catering
changes in Belgian spending patterns :
Source: ****
The Horeca sector (***) saw its relative share increase from *.*% of the total budget in **** to *.*% in ****, indicating that out-of-home catering is taking on increasing importance in the lives of Belgians. At the same time, food products have tended to stagnate in terms of budget ...
2.2 Belgian eating habits (at work)
A study conducted by Edenred on the ideal meal in several countries gives us some insight into the criteria taken into account when Belgians choose where to eat.
How much time do you spend on your lunch break (***)? Belgium, ****, in % Source: ****
Belgians eat lunch fairly quickly: **% eat lunch in less than ...
2.3 Ways Belgians eat at home
Dinners are generally home-cooked: **% of Belgians claim to prepare them themselves every day. However, take-away meals remain important, with **% of Belgians using them at least once a week.
What kind of meals do Belgians eat at home? Belgium, ****, in Source: ****
Belgians take much longer at meals at home than at work: ...
2.4 Fast-food patronage and consumer preferences
McDonald's is by far the most popular fast food chain among Belgians, with almost a quarter of the population claiming to eat there. However, the most striking statistic is the proportion of Belgians who don't eat at all: *.*%.
It's important to note that two pillars of Belgian fast food are not ...
3 Market structure
3.1 Segmentation and player dynamics
A highly competitive market: numerous players covering a fairly broad offering
The fast-food sector is divided between independent players and large, often international, chains.The business remains dominated by major groups and networks such as McDonald's, Subway, Yum! Brands (***).
The boundaries of fast-food are not always clear - some bakeries, for ...
3.2 Production analysis
Analysis of meal "production":
Production in the fast-food sector is a major factor in brand organization, as the entire market concept is based on fast food. As a result, operations are standardized as far as possible to optimize preparation time. Often, the basic ingredients are already prepared and the "final" product ...
3.3 A market split between major chains and independent players
The number of fast food restaurants has steadily increased in Belgium, rising from ***** in **** to ***** in ****, representing a total increase of **%.
Trend in the number of fast food restaurants Belgium, **** - ****, in thousands of restaurants Source: ****
There are two main distribution channels used by fast food players.
Indirect channel: the franchise ...
3.4 Massive growth in online sales and delivery services
the battle between fast-food brands now also includes online sales. Given the trend towards at-home snacking, professionals are seeking to capture this burgeoning demand. This is being done through the development of online ordering and delivery services, and in-store collection (***).
Number of restaurants available on TakeAway.com Belgium, ****-****, in thousands ...
4 Offer analysis
4.1 Fast food typology
There are several sub-categories into which the fast-food market can be broken down.
The most popular variable for distinguishing these fast-food categories is the typology of foods sold, which can essentially be traced back to the country of origin.
While the meals covered by fast-food outlets are often lunches or dinners, ...
4.2 Price analysis
consumer price trends in Belgian restaurants since ****:
Overall, prices in the restaurant sector have risen since ****, but the increase is greater in restaurants and cafés (***).
Consumer price trends in the foodservice sector Belgium, **** -****, index base *** **** Source: ****
The fast-food market is characterized by intense competition and high product substitutability, making ...
4.3 Supply trends
Towards healthier food:
Belgian consumers are increasingly sensitive to health and wellness issues, as evidenced by the emergence of new fast-food restaurants offering balanced meals.according to Ipsos, **% of Belgians believe that their access to healthy food will improve or remain the same in the coming years. It is therefore crucial ...
5 Regulations
5.1 Current regulations
The hotel and catering sector is highly regulated in Belgium. The main rules are grouped into themes common to the entire sector: Fire safety, Insurance, Indication of prices, Copyrights and similar when broadcasting music or images, Conditions for allowing your customers to smoke, Alcohol and similar drinks, VAT - Tariffs - ...
6 Positioning the players
6.1 Player segmentation
- McDonald's
- Burger King Restauration
- Domino’s Belgium
- Pizza Hut USA
- Exki
- Point Chaud
- Subway
List of charts presented in this market study
- Global fast food market
- Sales of restaurants and mobile catering services
- How often do you plan to eat out?
- How much time do you spend on your lunch break (at work)?
- Type of lunches eaten by Belgians on working days
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Latest news
Subway sandwiches go into the hands of investment firm Roark Capital - 07/09/2023
- Subway is a fast-food chain that was founded almost 60 years ago.
- Investment firm Roark Capital is in the process of acquiring Subway for an amount probably in excess of $9 billion
- This would be the third-largest acquisition in the U.S. restaurant sector, following Burger King's 2014 takeover of Tim Hortons ($11.4 billion) and Inspire Brands' 2020 takeover of Dunkin' Brands ($11.3 billion).
- Atlanta-based investment firm Roark Capital manages $37 billion in assets.
- Its investment portfolio generates around $77 billion in annual sales, with 69,000 locations in 90 countries.
- Subway has more than 37,000 franchised restaurants in over 100 countries, including more than 20,000 in the United States.
- The chain has announced a franchise plan to open 4,000 restaurants in mainland China over the next twenty years.
Subway to change ownership - 25/08/2023
- Roark Capital has offered approximately $9.6 billion for the purchase of Subway.
- Subway was founded in 1965.
- Subway currently has 37,000 outlets in some 100 countries, with 21,000 in the United States.
- In France, Subway has around 400 locations.
- In 2020, Dunkin Donuts was sold for $11.3 billion.
Fast-food restaurants prepare to abandon disposable dishes - 26/11/2022
- by January 1, 2023, fast-food chains must do away with single-use crockery, even cardboard
- McDonald's is testing a system for recycling cutlery and containers (1,000 restaurants involved) and is rolling out red recycled plastic containers and tritan cups
- Burger King will roll out its new reusable tableware in January 2023, and is promoting selective sorting in its 400 French restaurants
- At Subway, 95% of cups will be reusable, not cardboard packaging
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the fast food market | Belgium
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