Leading Brands in Spain's Food & Dining Services: Q4 2024 Analysis

Introduction

In Q4 2024, the Food & Dining Services category in Spain witnessed significant activity across major brands, including McDonald's, UberEATS, and La Fourchette (TheFork.com). Utilizing Sensor Tower's comprehensive data, we explore the performance and trends of these leading brands, highlighting their digital presence and advertising strategies.

McDonald's

McDonald's digital presence in Spain is robust, featuring its website, mcdonalds.com, and the McDonald's app.

• Audience Trends: From Q3 to Q4 2024, mcdonalds.com experienced a notable increase in visits, peaking at over 4.4M in December. Monthly unique visits saw fluctuations but remained around 300K. The monthly deduplicated audience consistently exceeded 3.7M, with a significant portion accessing via the app.

• App Engagement: The McDonald's app maintained a stable monthly active user base, fluctuating around 3.5M throughout the quarter, indicating strong mobile engagement.

• Ad Spend & Channels: McDonald's increased its monthly advertising spend, peaking at approximately $487K in November. Instagram and Facebook were primary channels, delivering substantial impressions, with Instagram leading.

UberEATS

UberEATS leverages its website, ubereats.com, and the Uber Eats: Food Delivery app for its digital operations.

• Audience Trends: The website saw a spike in visits reaching about 7M in October, with monthly unique visits maintaining around 350K. The monthly deduplicated audience remained stable, approaching 2.8M by December, with a balanced web and app user base.

• App Engagement: The Uber Eats app showed a gradual increase in monthly active users, surpassing 2.5M by December, reflecting steady user interest in mobile ordering.

• Ad Spend & Channels: UberEATS significantly ramped up its monthly ad spend, culminating at $587K in December. Facebook and Instagram were key channels, with TikTok also contributing notably to impressions.

La Fourchette (TheFork.com)

La Fourchette operates through its website, thefork.com, and the TheFork app.

• Audience Trends: TheFork.com maintained a stable visit count, peaking at over 3.9M in November. Monthly unique visits hovered above 500K. The monthly deduplicated audience was consistently above 1.1M, with the app contributing significantly.

• App Engagement: The TheFork app saw a slight increase in monthly active users, reaching about 730K in December, indicating resilience in user engagement.

• Ad Spend & Channels: Advertising spend peaked in October at $112K, with Facebook being the dominant channel, providing the majority of impressions.

Conclusion

The Q4 2024 period in Spain's Food & Dining Services category demonstrated dynamic digital engagement across leading brands. McDonald's, UberEATS, and La Fourchette effectively utilized both web and app platforms to engage users, supported by strategic advertising efforts. Sensor Tower's unique data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these cross-platform user behaviors, crucial for understanding market dynamics. These insights empower decision-makers to navigate and leverage the evolving digital landscape effectively.