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MCDONALD'S

US fast food giant opens burger battle with ‘McDo’ on Champs-Elysées

US burger giant Five Guys has taken the fight to McDonald’s and Burger King on Paris’s most famous street by opening its biggest restaurant in the world.

US fast food giant opens burger battle with 'McDo' on Champs-Elysées
Photo: AFP

The burger giant has opened doors to its second restaurant in Paris, this time on the famous Champs-Elysées avenue, in close proximity to “McDo” and Burger King as well as other burger-selling brasseries.

The chain, reportedly much-loved by US President Barack Obama, opened its 1,200 square metre restaurant in the former Haagen Dazs outlet on the famous avenue on Thursday.

It will be hoping to at least match the success of McDonald’s, whose store on the Champs-Elysées is its most lucrative in the world – bringing in €13.5 million in 2014.

It sits 350 people over five floors including a terrace and two open kitchens where chefs whip up burgers in front of clients. It has created 250 jobs.

But a meal at Five Guys costs around €15 – a little more than it does at rival US fast food outlets.

The chain says it justifies its higher prices by the quality of its products and separates itself from other chains by the fact the burgers are personalized and made in front of the customer.

The chain guarantees some 250,000 different choices.

Five Guys opened its first restaurant at Cour-Saint-Emilion, Bercy Village in the 12th arrondissement while another outlet is planned for Gare du Nord next year.

If it all goes well and the French show they have an appetite for their burgers then Five Guys will open around 40 restaurants across the country.

And the signs are good.

The French currently scoff around 1.1 billion burgers each year. To put that in perspective, that's almost the same number of jambon-buerre baguettes that are eaten each year (1.28 million).

A sign of the how dominant the burger has become in France came in a 2014 survey that revealed that burgers now had a home on the menu of “seventy-five percent of traditional French restaurants.

“Burger-mania is far from being over in France,” read the survey by Gira Conseil.

READ ALSO: Why do the French love McDonald's so much?

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MCDONALD'S

40 years of Le Big Mac: Here’s how big France’s appetite for McDonald’s has grown

It's 40 years since the US burger giant McDonald's sold its first French fries in France. Here's a look at how the French fell in love with the Big Mac although the relationship has had its ups and downs over the years.

40 years of Le Big Mac: Here's how big France's appetite for McDonald's has grown
A McManure please. Farmers protest at a McDonald's in France in 199. Photo: AFP

The French may have invented nouvelle cuisine, but it seems the dish they love more than any other is served in a square cardboard box on a plastic tray.

The first French McDonald's restaurant – or McDo as they like to call it – opened 40 years ago on September 17th 1979 in Strasbourg and 40 years on the French cannot get enough of their French fries (though, in France, they are just called fries).

To see how much the French love McDonald's you just have to look at some of the stats:

  • 1.8 million – this is the amount of McDonald meals served up in France every day. That's almost two million meals every single day. 
  • 13 percent – this is the share of the restaurant market in France – the home of fine dining – that McDonald's has.
  • 1,464 – this is the number of McDonald restaurants currently in France, that's more than any other chain. The company aims to expand this by 300 – 400 in the next ten years. 
  • 74,000 – this is the number of people employed either full-time or part-time by the company in France. 62 percent of the team are less than 25 years old. 
  • 2nd – France is the second biggest market for McDonald's per head of population after the United States. 
  • 1st – the biggest McDonald's restaurant in the world is located in Disneyland Paris. 
  • €9 – is the average price of a meal in French McDonald's, making it the most expensive in the world. 

The French clearly have something of a love affair with McDonald's and it is reciprocated. When the company opened in France it was on the grounds that only French ingredients would be used, which is not the same in every country where McDonald's operates.

READ ALSO: Why do the French love McDonald's so much?

The menu has also been Frenchified.

Here they have at times sold the McBaguette with cheese and it isn't one of those plastic cheese slices, not on your life. In France, they use Camembert. You can also buy beer in French McDonald's, just in case you need a little kick with your breakfast McMuffin. 

In France there have been times when residents have protested against McDonald's closing or even demanded a new one open in their town.

Employees fighting to keep their McDonald's open in a suburb of Marseille said their restaurant had become the heart of the community, offering internships and jobs to people while providing a safe space for birthdays or meeting friend.

In a community in northern France a Facebook campaign garnered support among thousands and led to a street protest demanding a McDonald's open up in the area.

Facebook

However, for as much as the French love McDonald's, they also love to hate McDonald's. The relationship has had its bumpy moments.

For decades, McDonald's was the brand French people loved to hate.

From the 1970s it was accused of being the exporter of “mal bouffe” (“bad food”) to the land of fine dining, blamed for introducing millions of French people to high-calorie American fast-food.

It was also resisted as a symbol of US economic and cultural imperialism, particularly by leftwingers, in a country that remains suspicious of globalisation — and more eager than most to defend its own language and culture.

French farmer and one-time presidential candidate Jose Bove built a political career through his opposition to McDonald's which saw him trash a restaurant in the south of France in 1999.

French farmers raided the building site of the McDonald's in Aveyron and demolished it. They had announced their intentions in advance and invited spectators along, offering a Roquefort-tasting at the same time. It was in protest at the Americafication of France

“Roquefort d'abord McDo go home” (Roquefort first, McDo go home) read a slogan daubed on the trashed McDonald's. 

Support for the farmers grew and led to more protests at McDonald's across the country, including some where manure was deposited on the restaurants tills and floor.

The protest outside a McDonald's in Toulouse in 199 saw people turn up with traditional French dishes in protest at the American fastfood giant.

And resistance to the golden arches continues: a mayor on the island of Oleron in western France has famously battled to keep the company out, and the brand is still a favourite target of anti-capitalist protesters during street demonstrations.

And there have also been clashes between McDonald's and the French state at a high level.

In 2016, the French taxman sent a bill for €300 million in unpaid taxes to McDonald's France. The profits were said to have been siphoned through Switzerland and Luxembourg. 

The fast-food restaurant also caused veritable outrage with some French food purists when it had the temerity to add potatoes to its Salade Nicoise in its Italian restaurants. Was nothing sacred any more? 

But despite the run-ins the French still queue up in droves for their burgers and even with the arrival of new rivals in the battle of the burgers like Burger King and Five Guys, McDo still reigns supreme.

 

 

 

 

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