There was exciting news for fans of Le Whopper this week as the American fast food chain announced plans for an expansion which will see 350 – 400 new Burger King restaurants opening across France.
The new expansion plans follow the burger giant's latest partnership with French restaurant group Olivier Bertrand, which also runs the renowned Brasserie Lipp in Saint Germain-des-Près, among 250 other restaurants.
Olivier Bertrand, CEO of the eponymous group, described the joint venture as “a real shift, a strong acceleration for the group, the kick-off for the Burger King expansion in France.”
“We are aiming for a 20% slice of the [burger] market in France… A real leading product in the burger sector.”
Betrand told La Tribune that the expansion would create 1,200 new jobs in France.
In France, the burger chain market is dominated by McDonalds, which has 1,200 restaurants and outlets across the country. Belgian-owned burger chain Quick has just 370.
Burger King's return may delight lovers of Le Whopper but it may be not be to everyone's taste, however there is no denying the rise of fast food in France. Earlier this year The Local reported how sales of fast food products like pizzas and burgers etc had outgrown those of traditional French restaurants. (click below for the full story)
Interestingly, Burger King looks set to open a similar number of outlets as Quick, adding fuel to rumours, circulating in October, that the American company had actually bought out Quick.
However, José E Cil, president of Burger King in France, told La Tribune on Tuesday that the rumours were false.
Following Burger King’s partnership with Italian group Autogrill in 2012, The Local reported how American chain’s tentative return to the French market, after a 16-year absence, with the opening of just two outlets: one in the Marseille Provence airport and another in a service station near Reims.
Parisians can rejoice though, as the first new Paris branch of Burger King is set to open its doors on the 17th December.
By Naomi Firsht