Leading Brands in France's Dining & Restaurants Category: Q4 2023 Performance Overview

Introduction

In the ever-evolving world of dining and restaurants, digital presence is key. As we analyze Q4 2023, Sensor Tower data provides insights into the performance of leading brands like McDonald's, La Fourchette (TheFork.com), and KFC. With a focus on monthly deduplicated audience across websites and apps, we explore the trends that define these industry giants.

McDonald's: A Digital Powerhouse

McDonald's maintains a significant online presence through its websites, mcdonalds-recrute.fr and mcdonalds.com, along with the McDonald's app.

• Audience Trends: In Q4 2023, McDonald's true monthly audience remained stable, averaging above 6M. The app consistently attracted over 5M monthly visitors, indicating strong app engagement.

• App Engagement: Monthly active users of the McDonald's app peaked in November at over 2.1M, showcasing increased mobile engagement.

• Ad Spend & Channels: McDonald’s monthly ad spend decreased from over $1.7M in July to under $300K in December, with a focus on Facebook and TikTok channels.

La Fourchette (TheFork.com): Connecting Diners

La Fourchette's digital strategy is centered on its website, thefork.com, and the TheFork - Restaurant bookings app.

• Audience Trends: TheFork.com saw a decline in unique visits, dropping from nearly 1M in October to around 730K in December. However, the true monthly audience remained stable, hovering above 1.6M.

• App Engagement: The app maintained around 200K monthly active users by December, highlighting consistent mobile usage.

• Ad Spend & Channels: Monthly advertising spend increased towards the end of the quarter, reaching nearly $60K in December, with a focus on Facebook.

KFC: Strengthening Digital Engagement

KFC's digital footprint includes its website, kfc.com, and the KFC app.

• Audience Trends: KFC's true monthly audience grew steadily, surpassing 940K in November. The web-only visitors accounted for over 200K in December.

• App Engagement: The app's monthly active user base remained stable, with approximately 230K users by December.

• Ad Spend & Channels: KFC's monthly ad spend peaked in October at over $340K, with a notable presence on TikTok.

Conclusion

The Q4 2023 analysis underscores the importance of digital strategies for leading dining brands in France. McDonald's, La Fourchette, and KFC each demonstrate unique strengths across web and app platforms. Sensor Tower's comprehensive data, available through Web Insights, App Performance Insights, and Pathmatics, provides unparalleled insights into these trends, enabling a deeper understanding of cross-platform user behavior. By leveraging Sensor Tower’s data, decision-makers can craft strategies that align with evolving digital landscapes, ensuring sustained growth and engagement.