In a booming burger market, the planets were aligned for a winning return of the Burger King brand in France. Noémie Pasquier
DECRYPTION – The challenger of McDonald’s has just crossed the threshold of 500 restaurants, half of which are former Quick.
Only Whopper aficionados remember it. In 1980, Burger King arrived with fanfare with its flagship burger in France, opening on the Champs-Élysées. Number two in the world in fast food behind McDonald’s, the American brand is determined to make France its new hunting ground. In 1997, however, it only had 39 addresses (especially in Paris), it was losing money in the country and its American management decided to stop the costs. McDo takes over two thirds of the business, Quick the rest. Burger King France is dead… until this twist of events at the end of 2012: a few days before Christmas, the brand reappears in Marseille-Marignane airport. After fifteen years of absence, this new first address attracts crowds.
After fifteen years of absence, Burger King returns full of ambitions, but limits the risks. This new restaurant is a test, launched as a franchise with the Italian Autogrill, specializing in catering in airports and on motorways…
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