The fast-food invasion in Brussels is not what it seems

INSIGHT - While fast food chains seem to have invaded the capital, the economic reality is more nuanced.

The rise of quick service restaurants (QSRs) in Brussels is no longer going unnoticed. Their presence has become firmly established in the urban landscape, to the point of becoming one of the markers of the evolution of the restaurant offering in the capital.

The Brussels Region currently has 635 QSR-type establishments, according to hub.brussels, representing 12.5% of the 5,120 Horeca establishments surveyed. This proportion exceeds 20% in certain high-traffic areas, particularly the pedestrian zone and major shopping streets in the city center. Conversely, other municipalities maintain a landscape largely dominated by traditional restaurants, such as the two Woluwe municipalities or Watermael-Boitsfort.

This contrasting geography primarily reflects the nature of urban flows. The city center concentrates day-trippers, tourists, and office workers, whose expectations converge on quick, accessible, and standardized solutions. In this context, the density of QSR (Quartier Solidaire - Solid Area) responds to a functional demand closely linked to the uses of these spaces.

At the national level, however, the perception of saturation should be put into perspective. In Belgium, QSRs represent approximately 26% of the total restaurant offering, compared to nearly 40% in the Netherlands, where this model is structurally more entrenched.

In our country, the segment also generates some 2.2 billion euros in annual revenue and recorded average growth of 20% per year until 2023, before experiencing a phase of stabilization in recent years.

In Brussels' restaurant ecosystem, which generates over one billion euros in revenue across 2,952 companies for a total added value of 48 million euros, value creation remains largely driven by large brasseries with strong historical identities. In the city center, iconic establishments like Au Vieux Saint Martin and Ommegang continue to act as economic engines, thanks to their seating capacity, high turnover, and historical roots.

For comparison, the McDonald's at the Bourse, although considered the most efficient QSR in the Brussels Region, has a turnover more than half that of Vieux Saint Martin, as well as a value added approximately 40% lower.

This concentration of quick-service restaurants in the heart of the city nevertheless raises a fundamental question in a country where nearly one in two adults is overweight. The issue lies not in the format or speed of service, but rather in the nature of the food offered in these high-traffic areas, where a significant portion of the population regularly eats on the go.

It is precisely in this area that some players have begun to evolve. The turnaround of Le Pain Quotidien under the leadership of Annick Van Overstraeten, the strategic repositioning of EXKi, and the expansion of Prêt A Manger in Antwerp illustrate the existence of a demand for concepts capable of combining speed, clarity, and a perceived more balanced offering. And all this while respecting the operational constraints of dense urban centers.

The challenge now appears clearly posed: how can public authorities support a mix of catering models, promote the health of the population and guarantee an economically sustainable supply for the Region and its operators?