McDonald’s expansion in France: a restaurant 'within 20 minutes' of all homes
Fast-food chain primes itself to enter rural markets
: The burger giant is the largest fast-food chain in France by a long margin
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American fast-food giant McDonald’s is planning a rapid expansion into rural France with the aim of there being a restaurant “within 20 minutes” of every home.
The chain is planning 50 restaurant openings this year to add to the current 1,560 in place across France. Usually, around 20 to 30 venues are opened per year, meaning 2025 is a significant jump.
The focus of newer establishments is, however, to provide the chain a foothold in more rural areas as opposed to opening in larger cities.
Recent openings include restaurants in communes housing less than 3,000 people. This includes Saint-Geniès-de-Malgoirès in the Gard, and Châtaigneraie in Vendée.
Out of the 50 restaurants being opened this year, “90% are franchised,” said head of marketing in France Jean-Guillaume Bertola to Le Figaro, pointing to the chain’s preferred business model.
McDonald’s is by far the largest fast food chain in France, both in terms of sales and restaurant numbers.
Competitor KFC has in comparison around 400 outlets, and despite a belief it could double this number in the coming years will still be far behind McDo, as the French have dubbed the burger chain.
Read more: How McDonald’s won over France
Stable figures
Sales and revenue figures have been stable since 2023, but this has not stopped the planned expansion, which is set to cost around €100 million.
“The consumer environment has been difficult since the war in Ukraine. But every time we open a new restaurant, it's a success,” Mr Bertola added.
“The demand is there, and in nine cases out of ten we are well received by the local authorities. Why deprive ourselves?”
Is there rural demand for eateries?
The new focus on rural areas may be less-well received, however.
Recent planned openings have been the site of backlash by residents in western France, despite claims the eateries will provide growth to local economies and bring job opportunities.
Local residents have complained in some cases that enough locally-run restaurants already exist. This includes smaller fast-food style restaurants..
Read more: Dordogne village petitions against opening of nearby McDonald’s restaurant
The role of the restaurant may be changing in rural areas despite this backlash.
“McDonald's has become a bit like the village café,” said director of pollster Ifop, Jérôme Fourquet.
This comes at a time when the number of bistrots and traditional places of community in rural areas are falling.
There are efforts to change this however, with MPs debating a motion on easing the requirements on granting a new ‘Licence IV’, the ability to serve spirits and other strong alcoholic beverages, in smaller communes.
Read more: Law proposal to make it easier to open bistrots in French villages
