Leading Brands in Dining & Restaurants: Q1 2025 Insights

In the dynamic world of dining and restaurants in Germany, three brands have emerged as leaders in Q1 2025. McDonald's, KFC, and OpenTable have captured significant monthly deduplicated audiences across their digital platforms. This article delves into their performance trends from Q4 2024 to Q1 2025, highlighting key insights provided by Sensor Tower.

McDonald's

McDonald's is renowned for its global fast-food presence and innovative digital strategies. Its digital footprint includes the mcdonalds.com website and the McDonald's app.

• Audience Trends: McDonald's maintained a stable monthly deduplicated audience above 9M, with a slight dip in February before rebounding in March. The app consistently attracted more users than the website, showcasing its strong mobile engagement.

• App Engagement: Monthly active users peaked in December at just over 3M, stabilizing around 2.7M in Q1 2025.

• Ad Spend & Channels: Monthly advertising expenditure increased significantly from October to March, reaching over $2.1M. Instagram and Facebook were key channels, delivering the highest impressions, with a notable rise in March.

KFC

KFC is a leading quick-service restaurant known for its signature fried chicken. Its digital strategy includes the kfc.com website and the KFC app.

• Audience Trends: KFC's monthly deduplicated audience showed fluctuations, peaking in January at over 915K. The website saw a substantial increase in visits in February.

• App Engagement: The app's monthly active users rose steadily, reaching a high of 501K in February.

• Ad Spend & Channels: KFC's monthly ad spend surged from October to March, peaking at over $576K. Facebook and Instagram were dominant channels, with TikTok also gaining traction.

OpenTable

OpenTable is a leading platform for restaurant reservations, connecting diners with dining experiences. Its digital strategy includes the opentable.com website and the OpenTable app.

• Audience Trends: The monthly deduplicated audience grew significantly, reaching nearly 956K in March. The website experienced a surge in visits, indicating increased user interest.

• App Engagement: Monthly active users on the app rose steadily, peaking at over 85K in February.

• Ad Spend & Channels: Monthly ad spending was highest in December at approximately $392K, primarily via YouTube and Instagram, with a decline in March.

Conclusion

The data from Q4 2024 to Q1 2025 highlights the dynamic performance of McDonald's, KFC, and OpenTable in the dining and restaurant sector. Sensor Tower's comprehensive cross-platform insights, available through Web Insights, App Performance Insights, and Pathmatics, provide unparalleled visibility into user behavior and advertising trends. These insights are invaluable for understanding market dynamics and strategizing digital engagement.

By leveraging Sensor Tower's data offerings, brands can gain a competitive edge in understanding and reaching their target audiences across web and app platforms. This empowers decision-makers to optimize their strategies and drive business growth in an increasingly digital world.