Leading Brands in Spain's Food & Dining Services: Q1 2024 Insights

Introduction

In the ever-evolving landscape of food and dining services in Spain, certain brands continue to dominate. In Q1 2024, UberEATS, McDonald's, and La Fourchette (TheFork.com) emerged as leaders, showcasing significant audience engagement across their digital platforms. With data from Sensor Tower, which uniquely integrates web, app, and advertising insights, we explore the trends that shaped these brands' performances.

UberEATS: A Customer-Centric Approach

UberEATS maintains a dynamic presence with its website ubereats.com and the Uber Eats: Food Delivery app.

• Audience Trends: The website consistently attracted 5.4M to 7.1M visits monthly. The monthly true audience remained between 2.6M and 2.8M, with a notable preference for the app, which garnered over 2.2M app-only visitors each month.

• App Engagement: Monthly active users on the app exceeded 2.3M, indicating robust mobile engagement.

• Ad Spend & Channels: UberEATS' monthly advertising spend varied, with a significant presence on TikTok, generating impressions ranging from 35M to 75M.

McDonald's: A Digital Footprint

McDonald's digital reach extends through mcdonalds.com and the McDonald's app.

• Audience Trends: The website saw a steady increase in visits, peaking at 4M in February. The monthly true audience was predominantly app-driven, with over 3M app-only visitors.

• App Engagement: The app experienced a consistent rise in monthly active users, reaching over 3.1M by March, showcasing strong user loyalty.

• Ad Spend & Channels: With a diverse channel strategy, McDonald's invested heavily on Instagram, achieving monthly impressions between 60M and 80M.

La Fourchette (TheFork.com): Dining Made Easy

La Fourchette captivates diners through its website thefork.com and the TheFork - Restaurant bookings app.

• Audience Trends: TheFork.com experienced a spike in visits, exceeding 3M in December. The monthly true audience grew steadily, surpassing 1.4M by March, with a balanced web and app visitor distribution.

• App Engagement: Monthly active users on the app increased to over 960K by March, reflecting a strong mobile user base.

• Ad Spend & Channels: TheFork's advertising focus on Facebook delivered significant monthly impressions, ranging from 40M to 59M.

Conclusion

The first quarter of 2024 underscored the strength of digital platforms in Spain's food and dining services sector. Sensor Tower's comprehensive data, integrating insights from Web Insights, App Performance Insights, and Pathmatics, offers unparalleled visibility into these leading brands' strategies and successes. As the market evolves, these insights remain crucial for understanding cross-platform user behavior and engagement, reinforcing Sensor Tower's value for decision-makers.