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Summary of our market study
The French poké bowl market, which has established a strong presence in the fast-food sector with brands such as Pokawa, Poké Bar and Poké Me, has continued to thrive despite the challenges posed by the COVID-19 pandemic. Interest in this healthy, Instagrammable dish increased, particularly during the summer months, with a peak in searches in June/July according to Google Trends data. However, the fast food sector as a whole saw a significant drop in footfall and revenue during the first months of the pandemic in 2020, losing almost 37% of customer visits. Despite this decline, the market has shown resilience by focusing on online ordering and delivery services, which have seen substantial growth, with home delivery up 47% between 2020 and 2021, and 85% between 2019 and 2021.
Dark kitchens" have emerged in response to escalating delivery demands, accounting for around 6% of the meal delivery market. The study indicates that the poké bowl market in France will be worth between 1.98 and 2.98 billion euros by 2021, demonstrating the dish's popularity with a largelys popularity with a predominantly female clientele aged between 20 and 40, a demographic group that accounts for 70% of Pokawa's customer base. The sector has also turned to franchising, with Pokawa aiming to expand to a further 80 franchised outlets by 2024. Despite the pandemic, the market is on a recovery trajectory and should exceed its 2019 performance by the end of 2022.
Growth and adaptation: a close look at the fast-food landscape in the popularity of the Poke Bowl
The fast food market in this particular country has witnessed a palpable shift towards healthier, Instagram-friendly dining options, with the poke bowl firmly establishing itself as a lunchtime favorite. Over the past six years, the poke bowl has gone from being a trendy novelty to a mainstay of the country's dining culture. Demand for poke bowls is now an important segment of the wider fast-food sector, leading to the creation of specialist outlets and the adoption of these dishes in different types of restaurant.
The sector has seen a steady rise in employment, with the number of employees in the fast food market increasing by around 50-60% between 2014 and 2021. The number of businesses in the sector also reflects this growth, rising from nearly 30,000 to 45,000 or 50,000 over the same period, indicating a strong expansion of market players. Online ordering and delivery have become essential, catalyzed by consumer preferences for home-delivered meals, a trend amplified by the COVID-19 pandemic.
Franchise systems have played a key role in the spread of poke bowl outlets, with major brands offering franchise opportunities that promise brand support and operational executives. Consumption patterns reveal who eats most often at fast-food outlets, with working adults and students making up a significant proportion of the clientele. In particular, students showed a strong preference for fast food, with almost 30-35% visiting fast food establishments at least once a week.
From a health point of view, poke bowls offer a lower-calorie alternative to traditional fast-food dishes, with calorie intake generally between 300 and 600 calories, i.e. two to four times fewer calories than a conventional fast-food meal. This dietary advantage, combined with the dish's aesthetic appeal, contributes to its frequent presence on social media platforms. The trendy presentations are part of a growing movement of health-conscious, visually-engaged consumers. The poke bowl market itself, following industry growth trends, underscores the significant economic impact of this relatively new culinary player.
The overall trajectory of the fast-food sector, with the exception of a dip during the peak of the pandemic, forecasts a positive outlook, with a recovery suggesting that the integration of poke bowls into the market has the potential for sustainable growth.
leaders, competitors and innovative franchises
The French poke bowl market has developed rapidly, with a plethora of players making their mark on the gastronomic scene.
- At the forefront of this dynamic market is Pokawa, a brand that has enjoyed remarkable growth and leads the pack with 85 outlets across France. Its success can be attributed to its strategic positioning, which emphasizes healthy ingredients, an Instagram- andand attractive prices, all of which resonate with the contemporary French consumer's preference for a quick, nutritious meal option.
- Not far behind, Poke Bar is making waves with 18 restaurants, carving out a brand name for itself by capitalizing on the fresh, healthy aspects of poke bowls. Its commitment to sustainable development and environmentally-friendly practices has earned it a loyal following of customers who appreciate eco-responsible dining choices.
- Poké Me is another strong contender, attracting attention with its 12 outlets. Poké Me's emphasis on fresh, high-quality ingredients and transparency about the origin of their products has set a benchmark in the sector, attracting consumers who value traceability and authenticity in their food.
- We also have the flourishing presence of Poke House and Island Poké, each bringing their own unique touch to the poke bowls craze. Poke House, with 7 establishments in France and an extensive international presence, illustrates the growing demand for poke bowls beyond France's borders. Island Poké, meanwhile, adds a tropical touch to the mix, reinforcing the dish's Hawaiian roots.
- Konapoké, although not detailed in the figures, is another entrant that has been noted for its innovative approach to serving and customizing poke bowls, attracting a niche clientele in search of personalized culinary experiences.
These key players in the evolving poke bowls market are not only offering delectable alternatives to fast food, they are also emphasizing their role as responsible businesses. They are increasingly focusing on the franchise model to extend their reach and influence, enabling entrepreneurs to operate a proven business model and consumers to benefit from consistent quality across different outlets. Whether it's convenience, sustainability or health, these brands are adapting to French tastes and setting the tone in the foodservice sector, with poke bowls fast becoming a staple of the French lunch break.
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
A poké bowl, or a "poke", is a dish of Hawaiian origin which, according to the traditional recipe, is made with raw tuna, salt, bancoulier nuts and seaweed.
Poke bowls are generallymenus in the category of restaurants fast-food which includesrestaurantsstaurants offering mainlyoftakeaways orthe salein food trucksfood trucks. This category does not, however, include retail sales via vending machines. Fast service, simple dishes, a low-cost offering and the ability to handle high demand are the hallmarks of fast food.
The poké bowl arrived in France six years ago as a mere fad, and many thought it was a passing phenomenon. Contrary to expectations, it seems to have become part of the French gastronomic landscape. With the help of their often healthy ingredients, Instagrammable visuals and attractive prices, poke bowls have become a classic lunchtime snack for the French.
The success of poke bowls in recent years is reflected in the number of specialist outlets that have been set up: Pokawa (which has 85 outlets in France and is aiming for 150 units), Poké Bar, Poké Me, Poke House, Island Poké, Konapoké.... Poke bowls have also been snapped up by Asian and Thai restaurants, and can be found in most of them. The specialty has even been adopted by other restaurant categories, which have sniffed out the bargain, and offer poke bowls revisited in their own way.
1.2 The French market
The French poké bowl market exploded in ****, and has been growing ever since. The population, concerned about its diet and fond of original, colorful dishes, has appropriated this Hawaiian specialty, which is now fully part of the French culinary landscape. By ****, *** million poké bowls will have been sold in France," says Bernard Boutboul, President of Gira Conseil, a consultancy specializing in out-of-home food consumption, "confirming the success of this dish. It ticks all the current boxes, to the point of becoming a lunchtime must-have. [***]
We can then estimate a range for the size of the poké bowl market, referring to the sales prices of the leader Pokawa and the *** million poké bowls sold in France in ****. Pokawa sells its poke bowls for between €*.** and €**.**, depending on type and size. The market size can therefore be obtained by multiplying the volume of poke bowls sold by the price:
Low estimate: *.** x ***,***,*** = *,***,***,*** High estimate: **.** x ***,***,*** = *,***,***,***
We can thus estimate that the poke bowl market will be worth between *.** billion and *.** billion euros in ****.
Estimated size of the poke bowl market in France France, ****, in billions of euros Source: ****
In order to assess market trends in recent years, in the absence of available data ...
1.4 The effects of the COVID-19 crisis
Significant drop in patronage and revenues
The foodservice sector has been hard hit by the health crisis. According to the sector report for the first eight months of ****, published by the NDP Group, the sector has lost almost **% of footfall compared to ****, the majority of which occurred during the containment period. During the months of March, April and May, the foodservice market lost **% of footfall and **% of spending, representing a loss in sales of between ** and ** billion euros. [***] Among consumption times, lunch, which is the main meal at which poké bowls are consumed, has been hardest hit, with a total drop in patronage of **% between January and August ****.
Fast-food restaurant revenues (***) France, January ****-July **** (***)
Unsurprisingly, the months of March, April and May see a sudden and unprecedented dip in the sector's revenues. A slight upturn is seen in June, quickly offset by a further drop in July (***). [***] The fast-food sector held up better thanks to take-away and delivery sales, and thus managed to post a smaller loss of revenue, on the order of -**%. Fast-food establishments have basic operating models that are more favorable to takeaway and delivery - for most establishments, the majority of sales do not take place with ...
2 Demand analysis
2.1 Characteristics of fast-food demand
change in frequency of fast-food consumption among adults aged ** and over France, ****-****, in Source: ****
The graph above shows that fast-food consumption has become more democratic over the years. The proportion of consumers who never eat there has largely decreased, with the lowest proportion on the ****/**** Anses study. In ****, **.*% of the population will consume fast food at least once a week, **.*% * to * times a month, **.*% less than once a month and **.*% never. Frequency of fast-food consumption, by employment status, among adults aged ** to ** France, ****, in Source: ****
The graph above shows that working people and students are the most likely to consume fast-food products, with **.*% of them going at least once a week, compared to *.*% of retirees, the unemployed and homemakers. There is also a marked difference in the proportion of retired, unemployed and homemakers who never visit fast-food outlets: **.*% versus **.*% among working people and students .
Frequency of fast-food consumption among working adults and students France, ****, in Source : Anses Within working adults and students, there is a clear difference in consumption patterns. Students seem to be much more attracted to the fast-food offer, with **% going at least once a week, and **.*% going * to * times a month. Working people are not shy about ...
2.2 Characteristics of demand from different chains
At Pokawa, the leading French restaurant specializing in poké bowls, the **-** age group is the core customer target. An article on the website l'hotellerie-restauration reports these figures, as well as the words of Élodie Macquet, co-founder of Poké Bar, another major player in the French market: "We attract people of all ages - thinker Edgar Morin comes to our place!-we attract people of all ages - thinker Edgar Morin comes to us! - with a core target of people looking for healthy, committed products, and lots of sports enthusiasts.
Breakdown of Pokawa customers by gender France, ****, in Source: ****
The article also reveals that **% of Pokawa's customers are women. Given that the company is the market leader, you'd expect this proportion to be similar in other chains.
To back up our remarks, we'll refer to anOpinionway survey on the favorite brands of the French carried out in March ****. The survey was conducted among a representative sample of *,*** French Internet users aged ** and over. Among these brands, we're going to choose Sushi Shop, which is the only chain, along with Planet Sushi, to sell poké bowls in the panel of brands studied in this survey. We have chosen Sushi Shop because ...
2.3 Poké bowls, a healthy trend that's taking off on social networks
The benefits of a varied, lower-calorie dish compared to fast-food products as a whole
Fast-food products, such as burgers, pizzas and even sushi, are often considered to be very high in calories. as an example, McDonald's classic Big Mac menu (***) provides **** calories, more than half the daily calorie intake for a woman and just under half that for a man. [***]A Poke Bowl therefore contains between * and * times fewer calories than a classic McDonald's menu, which may explain why many people are so interested in this quick, nutritious and low-calorie solution.
The influence of social networks
Over the years, poké bowls have become the stars of fast, healthy eating. But beyond their nutritional qualities, poké bowls are also the stars of social networks, and Instagram in particular. Indeed, with the advent of social networks, every area of daily life has been endowed with its share of influencers who follow or initiate trends. The culinary field, which includes fast food (***), is very popular with influencers. For some years now, one of the themes that has been driving Internet users and network users is healthy, well-prepared food, served beautifully so that once the dish has been served, it is "Instagramable". The aesthetic dimension ...
2.4 Demand has intensified over the past five years
evolution of searches for the term "poke bowl" on Google France, ****-****, base *** = August **** Source: ****
With the help of Google Trends, we were able to determine the search interest for the term Poke Bowl in France over the last five years, which may be representative of the demand for this product. We can see that interest in this search term has structurally increased over this period. We can see that the first major surge in research occurred at the time of the first containment, with a peak after deconfinement in June/July ****. This is followed by a sharp decline, with the lowest point occurring at the time of the new epidemic peak in December ****.
However, we can see that this is not necessarily linked to the pandemic. In fact, we can detect a certain seasonality in searches, with strong increases as summer approaches, peaking in June/July, and the opposite six months later, with a low point around December/January . This seasonality is identifiable over the period ****-****, with more or less pronounced variations.
2.5 Delivery demand
Over the past few years, and particularly since the first confinement linked to the covid-** crisis, meal delivery systems have been increasingly in demand. Successive confinements have familiarized the French with this system. For example, a study by NPD Group shows that between **** and ****, home delivery increased by **%, with this increase rising to **% between **** and ****. In ****, this represented *** million visits to commercial foodservice, or *% of total market visits. [***].
For which dishes do you favor home delivery? France, ****, % of total Source : Yougov Omnibus survey conducted from October ** to **, **** among *,*** people representative of the French national population aged ** and over, using the quota method.
The graph above shows that sushi/poké bowls are the *ᵉ most favored dish when ordering food at home (***).
what time do French people order their meals delivered? France, ****, in Source: ****
The graph above shows that the most popular time of day for meal delivery is dinner, which accounts for **% of orders. Lunch follows with **% of orders.
What are the obstacles preventing the French from ordering delivery? France, ****, in Source : Yougov N=*** The most common answer to the question of why the French don't order is the pleasure of physically going to the restaurant (***). this may be an advantage for ...
3 Market structure
3.1 Industry forces and organization
Data on pure players on the market such as Pokawa or Poké Bar are limited, but we can draw up an inventory of the restaurants available in France from some of them:
Source: ****
Most stores specializing in the preparation and sale of poke bowls fall under NAF code ****C, which defines "fast-food restaurants". This aggregate takes into account the following:
Over-the-counter supply of food and beverages for consumption on the premises or for takeaway, presented in disposable packaging: Fast-food restaurants Restaurants offering mainly takeaway meals Sale of ice cream in carts Sale of meals from mobile equipment Food preparation at stalls or markets Tea rooms
Poké bowls are sold in virtually all the above outlets, with the exception of tearooms and ice-cream carts. In fact, poké bowls are widely available in all types of outlets.
change in the number of employees in the fast-food market France, ****-****, in thousands of units Source: ****
The graph above shows a steady increase in the number of employees in the fast-food market between **** and ****, with a dip in ****, probably due to the health crisis. This decline is quickly made up for in ****, with headcount higher than in ****. It is interesting to note that between **** and ...
3.2 Specificity of the production line
Production in the fast-food sector is a major factor in the organization of chains, since the whole concept of the market is based on offering a fast product. As a result, operations are standardized as much as possible to optimize preparation time. Often, the basic ingredients are all already prepared, and the "final" product is assembled to the customer's order, as in the case of poké bowls.
Although sourcing is done in such a way as to minimize costs, short circuits are now increasingly emphasized for the sake of product quality and freshness. This is often true of most poké bowl specialists. In fact, the vast majority of brands favor short circuits, fresh produce and seasonal products, in order to have as little recourse as possible to imports and thus minimize their carbon footprint. this commitment to "Made in France" is all the more important in the eyes of consumers, who are wary of foreign products in the wake of numerous food scandals (***).
In order to get a clearer picture of the value/production chain of poké bowl pure players, we're going to take a closer look at what the following three brands stand for: Pokawa, Poke Me and Poké Bar. ...
3.3 The franchise system
In terms of distribution, the fast-food sector relies heavily on the principle of franchising (***) offer a franchise system.This system allows franchisees to benefit from the brand's image and customer base, as well as a production line and set menus .
The major chains manage this network and ensure product consistency across the various outlets. In order to face up to the competition from the superstores, one of the strategies adopted is to set up shop within the superstores themselves: Sushi Shop at Monoprix, Starbucks at Casino....
Another point of differentiation for this sector is customer service (***) and outsource the delivery part, in return for a commission as a percentage of the sale.
In ****, Pokawa won the " Révélations de la Franchise ****" competition organized by the French Franchise Federation. Pokawa now has ** restaurants in France and abroad, more than half of which are franchises. It has ambitious targets, as it aims to have ** additional franchised outlets by ****[***].
Here are a few examples of poké bowl restaurant franchises.
Source: ****
4 Offer analysis
4.1 Prize for the purchase of a poké bowl
According to the card, the average price of a poké bowl is €**.**. In order to present the different types of offer available on the market, we'll refer to the Pokawa card, which features an anthology of different bowls. Three bowl sizes are available: Little, Medium, Big.
This brand also offers formulas, poké desserts, classic desserts and much more. The poké plus drink formula costs €**.**, while the poké plus drink plus classic dessert formula costs €**.**.
4.2 Online ordering, delivery and dark kitchen
The development of online sales
The battle between fast-food brands now also involves 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 (***).
In early ****, Planet Sushi, which also sells poké bowls, embarked on a vast transformation plan to develop online and self-service sales by through the installation of linear distribution systems in its restaurants and the reinforcement of its digital strategy (***).
Overall, the boom in orders placed via digital channels is enabling restaurateurs to better manage their orders and payments. But it can also widen the gap between the sector's majors and small independent establishments, which don't always have the means to equip themselves.
Finally, digital technology can also offer innovative solutions for takeaways, since it can be used to build an interactive, customizable interface where the customer can dedata can be saved and reused later (***) or even programmed. If delivery is an essential element of the market, it follows that the choice of outlet location is just as important: the aim is to extend the network so as to be as close as possible to the consumer, ...
5 Regulations
5.1 Regulations
Fast-food outlets can be either artisanal or commercial in nature, as described on the bpifrance website.
The hygiene and safety regulations in force for commercial fast-food establishments are similar to those for traditional catering. The rules are detailed on the public service website and concern the following points:
Premises, materials and equipment Staff hygiene Drinking water supply Food storage and preservation Waste Health declaration Controls
Fast-food outlets must comply with the requirements of regulation ***/**** of April **, **** on health safety for perishable products.
Since ****, restaurateurs have been required to display the "home-made" logo or statement on their menus.
The **** Egalim law obliged all restaurateurs to provide a "doggy bag" or "gourmet bag" to all customers who asked to take their dish away, from July *, ****.
Drinks outlets
If a restaurateur wishes to offer drinks on his menu, he must have two liquor licenses. In fact, to consume drinks on the premises, you need the "on-trade" license. As for drinks, there are four types of license:
the category * license, for the sale of non-alcoholic beverages (***); the category * license, for the sale of non-distilled fermented alcoholic beverages (***); the category * license, which allows the sale of natural sweet wines other than those in group *, liqueur wines, ...
6 Positioning the players
6.1 Segmentation
- Poke House
- Pokawa
- Poke Bar
- Poke Me
- Sushi Daily - KellyDeli
- Planet Sushi Groupe
- Eat Sushi
- Côté Sushi (ETLB Franchiseur)
- Lidl France
- Intermarché ITM Les Mousquetaires
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The pokebowl market | France
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