Data Insights: Exploring Top European Franchises and Their Beverage Menus
Archived analysis. Data from 2023. First published on or before 28 September 2023.
Archived analysis of the No. 1 delivery franchise in 19 European countries in Q2 2023 and the soft drinks, energy drinks and alcohol on their menus.
In our 2023 analysis of delivery menus across 19 European countries, 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 had the highest digital presence in most European countries
Revenue in the European Online Food Delivery market was projected to reach US$122.00bn in 2023, and was expected to show an annual growth rate (CAGR 2023-2027) of 12% [1]. This flourishing market provides franchises a diverse and competitive digital landscape to expand customer networks.
According to Dashmote's report, McDonald's emerged as the top food delivery franchise in more of the European markets researched than any other chain. With a presence across the continent, the golden arches have become a distinct symbol of fast food. McDonald's 2023 second quarter results announced that digital systemwide sales in their six markets were $8 billion+ for the quarter, representing about 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'. McDonald's influence on food delivery was particularly evident in the central European market, with a significant presence in countries such as Germany, France, and Austria.
Meanwhile, Burger King claimed the title of the top franchise in two distinct countries: Norway and Spain. According to external sources, Burger King was reported as the most popular online food delivery brand in Spain [3], providing additional support for the credibility of Dashmote's findings.
In each of the remaining countries, a single franchise led: Domino's Pizza, Hesburger, Coffee Island, Apache Pizza, New York Pizza, KFC, Telepizza, and Subway all took 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
In our research, we identified the following franchises as Coca-Cola vendors: McDonald's, Domino's Pizza, Hesburger, Apache Pizza, New York Pizza, and Burger King. Franchises that offered Pepsi products included KFC, Telepizza, and Subway. Interestingly, Coffee Island, Greece's leading franchise, stood out as the sole franchise that did not offer either Coca-Cola or Pepsi products.
Red Bull represented 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 revealed that among the leading franchises in each country, three of them included Red Bull in their offerings. These franchises were 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 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 revealed that alcoholic beverages were still relatively limited on the food delivery menus offered by franchises. In fact, only McDonald's in Austria and Italy provided beer options through food delivery platforms at the time. Telepizza in Portugal offered Somersby and beer (no brand mentioned), while KFC in Poland offered the non-alcoholic beer Lech Free 0.0. Interestingly, New York Pizza in the Netherlands stood out by offering the most diverse selection of alcoholic products, ranging from beers from Heineken and Birra Moretti, to red wine, white wine, and rosé from Monterre Merlot.
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