In France, the arrival of a McDonald’s or a Burger King in a neighborhood or commercial area does not always mean a warm welcome. Far from it. Very often, the prospect of establishing one of these fast food brands arouses controversy. In the 15e district of Paris, at 286, rue de Vaugirard, Burger King wishes to set up in place of a steakhouse, permanently closed, but whose frontage is still visible. Residents of this neighborhood do not hear it that way.
United within a collective, they launched an online petition, denouncing the olfactory nuisances – but also the noise linked to delivery activities –, the risks of the proliferation of rats, attracted by food remains, the trivialization of the urban landscape in a Haussmannian environment, or the increase in the supply of junk food near schools.
On the other side of Paris, another front has opened against the opening of a fast-food restaurant of the same brand, opposite the Père Lachaise cemetery. But the rebellion is not limited to the capital. In Haute-Garonne, a group of opponents took the matter to the administrative court to contest the ongoing construction of a future McDonald’s in the Carbonne commercial area. However, these battles often turn in favor of the big brands. Thus, despite opposition, McDonald’s managed to establish itself in the commercial area of Pouzac, in the Hautes-Pyrénées. The establishment opened its doors at the beginning of August.
Local variations
The American brand, world leader in fast food, continues its patient network of the national territory, at the rate of 25 to 30 openings per year. To date, it has nearly 1,560 locations. And don’t plan to stop there. Indeed, despite the reluctance sometimes expressed, customers rush to eat Big Macs, fries and soda.
In a country which prides itself on having included the French gastronomic meal as a UNESCO intangible cultural heritage, McDonald’s has imposed its law. The American giant has skillfully communicated some local variations of its offer and supply from French sectors. As a result, the French subsidiary of the golden M brand claims to have reached 6.1 billion euros in sales in 2022, and prides itself on being ranked second in the world, behind the United States, in terms of activity and profitability within the group.
Its great American rival, Burger King, is trying to narrow the gap. According to the list of fast food brands, established by Food Service Vision, it would rank in second position, with a business volume of 1.55 billion euros in 2022, well ahead of the chicken specialist KFC (740 million euros). euros of turnover). Once dormant in France, Burger King went on the offensive again when the Bertrand Group took over the master franchise in 2013.
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