Leading Dining & Restaurants Brands in Germany: Q4 2024 Overview

In Q4 2024, the Dining & Restaurants category in Germany was dominated by several key players, with McDonald's, Domino's Pizza, and KFC leading the charge. These brands demonstrated significant digital presence across their websites and apps, attracting millions of users and engaging in robust advertising efforts. Sensor Tower's comprehensive data analysis reveals intriguing trends and insights into each brand's performance.

McDonald's

McDonald's digital footprint is extensive, featuring its website mcdonalds.com and the McDonald's app.

• Audience Trends: Throughout Q4 2024, the website maintained a stable monthly visitor count, with visits fluctuating around 3.5M. The monthly true audience consistently exceeded 10M, with a notable increase in app-only visitors reaching over 10.4M in December.

• App Engagement: The McDonald's app saw a resurgence in December with monthly active users climbing to nearly 10.8M, indicating a strong preference for mobile engagement.

• Ad Spend & Channels: McDonald's increased its monthly ad spend towards the end of the year, peaking at over $1.6M in December. The majority of impressions were garnered through Instagram and Facebook, reflecting strategic targeting on social media platforms.

Domino's Pizza

Domino's Pizza continues to engage its audience effectively through its website dominos.com and the Domino's Pizza - Food Delivery app.

• Audience Trends: The website experienced a robust increase in monthly visits, reaching over 6.6M in December. The monthly true audience surpassed 860K, with a balanced distribution between app-only and web-only visitors.

• App Engagement: The app's monthly active user base grew steadily, peaking at 450K in December, showcasing a consistent upward trend in mobile usage.

• Ad Spend & Channels: Domino's maintained a steady monthly ad spend, with expenditures around $600K in December. Instagram and YouTube were the primary channels, delivering substantial impressions and enhancing brand visibility.

KFC

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

• Audience Trends: The website saw fluctuating monthly traffic, with a peak of over 2.1M visits in December. The monthly true audience hovered around 800K, with a significant portion accessing only through the app.

• App Engagement: The app maintained a stable monthly user base, with active users slightly decreasing to approximately 660K in December.

• Ad Spend & Channels: KFC's advertising efforts were modest in Q4, with monthly spend peaking at just over $70K in November. Facebook was the dominant channel, providing the bulk of impressions.

Conclusion

The Q4 2024 data highlights the dynamic landscape of Germany's Dining & Restaurants category. McDonald's, Domino's Pizza, and KFC each leveraged their digital platforms to sustain and grow their audience. Sensor Tower's unparalleled insights, integrating web, app, and advertising data, provide a comprehensive view of these brands' performances. For those seeking detailed cross-platform user behavior analysis, Sensor Tower offers invaluable tools such as Web Insights, App Performance Insights, and Pathmatics.