Leading Dining Brands in France: Q2 2024 Analysis

In the rapidly evolving dining and restaurant sector, McDonald's, La Fourchette (TheFork.com), and KFC have emerged as leading brands in France. This article delves into their performance from Q1 to Q2 2024, leveraging data from Sensor Tower's comprehensive suite of insights.

McDonald's

McDonald's digital ecosystem includes its websites, mcdonalds-recrute.fr and mcdonalds.com, along with the McDonald's app.

• Audience Trends:

  • mcdonalds-recrute.fr saw fluctuating monthly visits, peaking at 5.6M in May, with unique monthly visits around 250K in June.

  • mcdonalds.com experienced a monthly dip in June to around 6.6M visits, down from a high of 12.8M in February.

  • Monthly true audience remained above 5M throughout the quarter, with app visitors dominating over web.

• App Engagement:

  • Monthly active users on the McDonald's app remained stable, hovering around 5.2M by June.

• Ad Spend & Channels:

  • Monthly ad spend peaked in April at over $1.6M, with significant impressions across OTT and desktop display channels, particularly on YouTube, which saw a notable rise in June to over 147M impressions.

La Fourchette (TheFork.com)

La Fourchette's digital presence is anchored by thefork.com and the TheFork - Restaurant bookings app.

• Audience Trends:

  • Website visits peaked in March at approximately 6.6M, with unique monthly visits maintaining a steady average near 1M.

  • Monthly true audience ranged from 1.7M to 2.3M, with web visitors slightly outpacing app users.

• App Engagement:

  • Monthly active users on the app were highest in February, nearing 1.3M, showing a strong preference for mobile bookings.

• Ad Spend & Channels:

  • Monthly ad spend saw a spike in February at over $300K, primarily on Facebook, which consistently delivered the highest impressions.

KFC

KFC's online footprint includes kfc.com and the KFC app.

• Audience Trends:

  • Monthly visits peaked in May at just over 2M, with a consistent unique monthly visitor trend around 200K.

  • Monthly true audience remained robust, reaching over 1M in June, with a strong app presence.

• App Engagement:

  • Monthly active users on the KFC app showed growth, reaching approximately 920K by June, indicating increased mobile engagement.

• Ad Spend & Channels:

  • Monthly ad spend was highest in January at nearly $970K, with a significant focus on Facebook and Instagram, which together accounted for a substantial share of impressions.

Conclusion

The data from Sensor Tower highlights the dynamic landscape of dining brands in France. McDonald's, La Fourchette, and KFC each demonstrate unique strengths across web and app platforms, with varying advertising strategies. Sensor Tower's unparalleled insights offer a comprehensive view of these trends, crucial for understanding cross-platform user behavior.

For more detailed insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.