Leading Dining & Restaurants Brands in Germany: Q1 2025 Insights

In Q1 2025, the Dining & Restaurants category in Germany experienced substantial engagement across websites and apps. This article delves into the performance trends of leading brands such as McDonald’s, OpenTable, and KFC, leveraging insights from Sensor Tower’s comprehensive suite of analytics.

McDonald's

McDonald’s, a global fast-food leader, showcases a robust digital presence through its website, mcdonalds.com, and the McDonald’s app.

• Audience Trends: The website maintained a stable monthly true audience consistently exceeding 9M from Q4 2024 to Q1 2025, with December peaking at over 11M visitors. The app audience mirrored this trend, emphasizing a strong mobile preference.

• App Engagement: Monthly active users on the app remained above 9M throughout the quarter, indicating stable user engagement.

• Ad Spend & Channels: McDonald’s increased its monthly ad spend from $1.2M in October to over $2.1M in March, with significant impressions via Facebook and Instagram, highlighting their strategic focus on younger audiences.

OpenTable

OpenTable, renowned for its dining reservation services, strengthens its market position with its website, opentable.com, and the OpenTable app.

• Audience Trends: The website showed a gradual increase in visits, peaking at almost 3.8M in March. The monthly true audience reached over 900K by the end of Q1 2025, with a notable shift towards web-only visitors.

• App Engagement: The app saw growth in monthly active users, rising from around 83K in October to over 145K by March, signaling increased interest in mobile reservations.

• Ad Spend & Channels: OpenTable’s monthly ad spend peaked at nearly $400K in December, maintaining a strong presence on YouTube and Instagram, showcasing their focus on visual engagement platforms.

KFC

KFC, a leader in the fast-food industry, enhances its digital strategy with its website, kfc.com, and the KFC app.

• Audience Trends: The website experienced stable visits, with a notable peak in March at over 2.3M visits. The monthly true audience remained consistent, with app-only visitors forming the largest segment, highlighting a strong mobile user base.

• App Engagement: The app maintained a steady monthly active user base, hovering around 700K throughout the period, reflecting consistent user engagement.

• Ad Spend & Channels: KFC’s monthly ad spend surged from $18K in October to over $570K in March, with substantial impressions on Instagram and YouTube, signaling a focus on rich media content.

Conclusion

The data from Sensor Tower illustrates the dynamic landscape of the Dining & Restaurants category in Germany. With Sensor Tower’s unique ability to cross-reference web, app, and advertising data, brands can gain unparalleled insights into user behavior across platforms. For more detailed insights, explore Sensor Tower’s offerings like Web Insights, App Performance Insights, and Pathmatics.