France’s growing appetite for burgers offers export opportunity

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Soaring French consumption of burgers continues to offer an attractive opportunity for Irish beef exports, according to Bord Bia.

The volume of burgers consumed outside the home in France has more than doubled since 2008. Consumption was up 9% in 2013 on the previous year. French consumers eat on average 14 burgers per year.

“The strong performance and ‘premiumisation’ of the burger offering in food service could provide opportunities for Irish suppliers of premium and breed-based meat to France,” said Victoria Larragy, Paris-based marketing executive with Bord Bia.

“The burger offerings in France vary from lower priced ranges from the fast food players through to more premium offerings from a number of independent gourmet burger restaurants such as La Maison Mère and Blend Hamburger.”

Ms Larragy notes that fast food chain Quick has been capitalising on the growing French appetite for burgers. Currently France’s second largest fast food group after McDonald’s, Quick has 379 outlets and had a turnover of €831m in 2013.

In response to increasing competition in the market following the successful return of Burger King — whose Paris Saint Lazare restaurant is the group’s second most profitable restaurant worldwide — the Quick chain has introduced a new ‘Burger Bar’ concept.

This concept is dedicated to Quick’s ‘best-sellers’ and is centred on 12 burger- based chicken or beef products served with fries and a soft drink.

“Another player of interest in the more premium end of the burger market is the recently opened Mythic Burger chain owned by the same parent company as La Boîte à Pizza,” Ms Larragy said.


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