New Market Research Report: Full-Service Restaurants in France

2014 was again a complex year for full-service restaurants in France. VAT increased from 7% to 10%. Transactions continued to decline, as consumers continued to reduce their expenditure when eating out. In addition, urban citizens want to eat quickly and cheaply at lunch, and continued to prefer fast food and other alternative consumer foodservice channels which are more adapted to their busier lifestyles. The unfavourable economic context and low purchasing power led consumers to visit full-service restaurants which offer an average price per transaction of around €20, and to avoid more expensive full-service restaurants costing around €30, in particular at lunch. The first to profit from this trend was casual dining full-service restaurants – which usually bear an average ticket price of €15 to €18. At night, restaurants compete directly with leisure activities such as the cinema and theatre. As a result, people are looking for pleasure, and accept paying a little more; thus being favourable to the activity of independent operators in 2014.

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Competitive Landscape

Buffalo Grill (including franchisees) remained the major operator in full-service restaurants in GBO terms in 2014. It had 333 outlets across the country and accounted for 4% of overall transactions and 2% of value sales. In 2014 this player was able to cement its position. It opened five new franchised outlets, thus helping to increase transactions and value sales. The Buffalo Grill brand remains strongly established on quality, affordability and service excellence. The company maintained the offer of low-priced main dishes costing less than €10. In 2014 this player announced the creation of a new concept under the name Buffalo Burger. This new chain, with small restaurants located in towns, has a premium burger-based offering. The company is trying to profit from the increasing penetration of burgers in France, and also to adapt better to the lifestyles of urban consumers.

Industry Prospects

The development of services is expected to be one of the major trends over the forecast period. In particular, chained operators will probably vary the quantity of services they offer to consumers, notably with the increase of home delivery/take-away and online ordering. Sushi Shop, for example, was planning to test loyalty software at the beginning of 2015 which aims to increase sales of take-away. Mobile phone payment is also another service that should gain ground over the forecast period. Chained full-service restaurants are likely to follow the initiative of La Pataterie.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Full-Service Restaurants industry in France with research from Euromonitor's team of in-country analysts.

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