"As US fast food brands face reputational challenges due to tariff disputes, tapping into the renewed boost to German localism offers opportunities for fast food operators."
Eliana Riera-McInnes, Foodservice Research Analyst
The fast food market in Germany continues to be a mature sector with strong and steady consumer participation (70%). However, it is not immune to economic pressures and global political tensions. Cost-of-living pressures still weighs heavily on Germans, with value remaining top of mind among fast food consumers. As loyalty bonds falter, fast food brands can lean into their strong emotional, nostalgic appeal to foster a deeper connection with consumers. This can be achieved by celebrating personal rituals in campaigns and menu development.
36% of German fast food outlet users say tensions between the US and Europe have caused them to avoid American fast food chains, as recent tariff disputes influence consumer behaviour. This avoidance of US fast food brands is boosting German localism and its benefits for local brands. Operators can harness this trend by embedding localism into their branding strategies, such as via local sourcing and hyper-local marketing strategies.
Familiarity tends to drive fast food choices, but the drinks menu offers opportunities for bold innovation. 58% of fast food outlet users think outlets should offer more creative drink options. Nostalgia-inspired drinks that evoke fun childhood memories show potential, such as Burger King’s grapefruit and cotton candy Summernade.
This Report covers the fast food restaurant market in Germany.
The Report is primarily based on Mintel’s exclusive primary research of consumer attitudes and Mintel’s observations of the trends in the German fast food restaurant market.
Mintel’s market size is based on value sales through fast food/limited-service food outlets, including self-service restaurants, snack bars and similar (establishments with little or no seating and serving a limited range of food, with or without drinks, for consumption on the premises or for take-away, including sausage stands and similar fast food establishments, stalls and trolleys).
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