Fast food or takeaway brands were classified in a study according to 11 criteria evaluated by the French. Their favorite fast food has been revealed!
Fast food chains are very numerous in France, but there is no question of going anywhere. Several criteria are taken into account when choosing where to eat. Bonial and Ipsos therefore conducted a study based on 2,943 French people, interviewed in the fall of 2024, in order to determine the attractiveness of fast food chains in France. 38 were evaluated, such as McDonald’s, Burger King, Big Fernand, KFC, Dominos, Five Guys, O’Tacos, Subway, La Mie Cuddle and Starbucks.
Eleven criteria were taken into account: “price attractiveness, value for money, ease of access to the store, variety of the offer, relevance of the offer, in-store purchasing experience , the quality of the offer, the frequency of promotions, the generosity of promotions, the usefulness of promotions and social responsibility”, as detailed in press release of the investigation. According to these criteria, a fast food or takeaway brand was elected as the most attractive in the sector.
This fast food restaurant obtained a commercial attractiveness index of 23.2 compared to an average of 14.9. It has 350 restaurants in France and wins the best rating on 5 out of 11 criteria. Its greatest asset: value for money. The brand’s index is, in fact, 33.7 compared to an average of 21.7. Customers also go there for the relevance and variety of the offer as well as the attractive price and the in-store shopping experience.
This first place is sought by Burger King, which thus surpasses its eternal competitor McDonald’s, which comes in second place with an index of 21. The strengths of the famous fast-food chain are, for its part, the ease of access to stores with its more than 1,500 restaurants as well as the frequency of promotions offered. If KFC comes in third position with an index of 18.3, the fried chicken champion does not stand out in any particular criterion.
Among the other brands, Big Fernand performs on the quality of the offer while Bohébon Love & Poké stands out on social responsibility, being the most in line with the values and beliefs of customers. Gong cha stands out for the usefulness and generosity of its promotions. For table dining, Flunch comes out on top with an attractiveness index of 19, followed by Buffalo Grill and 3 Brasseurs.
In this ranking, differences are particularly noticeable in the fast food sector on the criterion of ease of access to the store and on those linked to prices. Strong disparities therefore appear between the brands and these two criteria are therefore among those where they can differentiate themselves more.