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The real reasons for the success of fast food?

The dynamism of the fast-food market is real. The figures prove it. But how can this success be explained when it faces competition from healthy brands and the trend toward "eating well"?


Photo : iStock
Photo : iStock

The latest figures prove it: fast food is popular! The explanation for this success is very clear: supply and demand. Amaury Marescaux, CEO of Gondola Foodservice, analyzes this underlying trend.

According to him, consumer behaviors are diverging: 23% say they go to fast food restaurants more often than in the past, compared to 15% who go there less. Three main factors motivate these consumers:


  1. Convenience and speed: in an “I want this now” logic inspired by Amazonization, it is possible to eat a burger on the go in 15 minutes.


  2. Price: in a gloomy economic climate, the average price for a fast-food restaurant is around €15, compared to €35 for a traditional restaurant.


  3. Guilty pleasure: Beyond convenience and price, the taste and comfort of a fattier meal remain appealing.


Fast food restaurants are particularly popular with Generation Z and young, low-income families. Seniors, on the other hand, rarely frequent these types of establishments.


A profitable and replicable model


On the supply side, fast food has an average margin of 15%, compared to 5% for traditional restaurants. This franchise-based model is easily duplicated and promotes rapid expansion. In Belgium, Belchicken illustrates this success. In the United Kingdom, Wingstop established itself before expanding to the Netherlands with a concept tailored to Gen Z: customizable chicken wings and loud music.

The Belgian market still offers significant potential, both for international franchises such as Wingstop and Subway – one of the world's biggest successes – and for "healthy" fast food concepts such as poke bowls, which also meet consumers' needs for convenience and competitive prices.


Also discover the recent interventions of Amaury Marescaux, CEO of Gondola Foodservice, in the press on this subject:

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