In Dashmote’s recent Food Delivery Insight Report Europe - H1 2023, we analyzed the top franchises dominating the food delivery landscape across various European nations. This article embarks on a detailed exploration of the No.1 franchise in each country, as determined by their digital storefront listings during the second quarter of 2023. Our focus centers on the beverages offered by each franchise, unraveling the differences within their beverage offerings on food delivery platforms as compared to their conventional on-site menus.

McDonald’s has the highest digital presence in most of the European countries

Revenue in the European Online Food Delivery market is projected to reach US$122.00bn in 2023, and is expected to show an annual growth rate (CAGR 2023-2027) of 12.31% [1]. This flourishing market provides franchises a diverse and competitive digital landscape to expand customer networks.

According to Dashmote’s report, among the 19 countries researched, McDonald’s emerges as the top 1 food delivery franchise in a staggering 9 nations. With a presence in over 30 countries across the continent, the golden arches have become a distinct symbol of fast food. McDonald’s reports of 2023 second quarter results announced that digital systemwide sales in their six markets were over $8 billion for the quarter, representing nearly 40% of their systemwide sales [2]. This digital momentum signifies the importance for quick-service restaurants to partner with delivery platforms to open up additional channels for consumers to access their ‘Happy Meal’. As shown in the above graph, McDonald’s influence on food delivery is particularly evident in the central European market, with a significant presence in countries such as Germany, France, and Austria.

Meanwhile, Burger King claims the title of the top franchise in two distinct countries: Norway and Spain. According to external sources, Burger King is reported as the most popular online food delivery brand in Spain [3], providing additional support for the credibility of Dashmote's findings.

The remaining countries each witness the dominance of a singular franchise. As demonstrated by the graph, Domino's Pizza, Hesburger, Coffee Island, Apache Pizza, New York Pizza, KFC, Telepizza, and Subway all take the lead in their respective countries, demonstrating the dynamic food delivery industry across Europe.

Popular soft drinks among franchises in the European food delivery market

The majority of franchises typically enter into an exclusivity agreement with either Coca-Cola or Pepsi. Through this arrangement, the restaurant becomes eligible for a discounted rate on the specific range of products from their chosen beverage provider. Additionally, these partnerships often extend to various collaborative initiatives, such as co-promotions of each other's products, which may include activities like retail media or advertising campaigns. In our recent research, we have identified the following franchises as Coca-Cola vendors: McDonald’s, Domino's Pizza, Hesburger, Apache Pizza, New York Pizza, and Burger King. Franchises that offer Pepsi products include KFC, Telepizza, and Subway. Interestingly, Coffee Island, Greece's leading franchise, stands out as the sole franchise that does not offer either Coca-Cola or Pepsi products.

Red Bull represents another widely favored menu item across various franchises, distinguishing itself from the ongoing Coca-Cola vs. Pepsi competition. Holding a substantial market share of 43% in the energy industry [4], Red Bull held the top position as the most popular energy drink brand in 2020, and ranked the third most valuable soft drink brand behind Coca-Cola and Pepsi [5].Our research reveals that among the leading franchises in each country, three of them include Red Bull in their offerings. These franchises are McDonald's in Austria, Germany, and Romania.

Selling alcohol: Online VS. On-site

Fast-food chains have started incorporating alcoholic beverages into their menus as a strategy to attract new customers. While this practice may seem somewhat unconventional for quick-service restaurants, it has the potential to significantly boost their overall sales for franchise systems. Additionally, it allows fast-food chains to compete with higher-end fast-casual competitors who cater to quality-conscious consumers on a global scale. Despite stricter local regulations in some countries, alcoholic beverages are becoming increasingly prevalent on franchise menus.

Although ordering a beer from McDonald's or Burger King is no longer considered unusual, our research reveals that alcoholic beverages are still relatively limited on the food delivery menus offered by franchises. In fact, only McDonald's in Austria and Italy currently provide beer options through food delivery platforms. Telepizza in Portugal offers Somersby and beer (no brand mentioned), while KFC in Poland offers the non-alcoholic beer Lech free 0.0. Interestingly, New York Pizza in the Netherlands stands out by offering the most diverse selection of alcoholic products, ranging from beers from Heneiken and Birra Moretti, to red wine, white wine, and rose from Monterre Merlot.

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