EFSS-exclusive: QSR-Players with most units in Europe
For the first time, Europe’s premier gathering of professional foodservice players was hosted in Amsterdam. The 250 attendees at Felix Meritis were immediately treated to a high-caliber program. The event opened with a keynote from José Cil, former CEO of Restaurant Brands International and now with Norwegian Cruise Lines. Following his address, Katrin Wissmann presented findings from an exclusive survey: the Ranking of Europe’s Major Quickservice Players.
“Quickservice restaurants have steadily increased their market share in recent years,” noted the Executive Editor of European Foodservice Media. In the 2012 Top 99 Ranking, quickservice restaurant (QSR) operators generated 42% of revenue, amounting to €29 million in net turnover. By 2022, that share had risen to over 56%, representing €77 million. As a result, a deeper analysis of the sector was undertaken. This year’s ranking—expanded to the Top 111—used the number of restaurants in Europe, rather than revenue, as the comparison metric. Chains with at least 100 outlets across Europe were included.
The Dominance of U.S. Chains in Europe
The 111 chains listed in the ranking encompass a total of 66,050 establishments across Europe. Of these, the top 10 quickservice chains account for over 25,000 units. Much of the sector’s 3.1% unit growth—1,996 new outlets—can be attributed to these leading players, with 1,391 new restaurants coming from the top 10. Unsurprisingly, most of these are U.S.-based chains. Notable exceptions include Costa Coffee, the UK-based brand with nearly 3,000 locations across 15 European countries, and Spain’s Telepizza, which operates 1,093 outlets in four countries as of the end of 2023. Wissmann attributed the continued growth and dominance of U.S. brands to their global recognition, franchise expertise, efficient supply chains, economies of scale, and strong financial backing from parent companies.
When shifting focus to European-originated QSR concepts, Russia stands out. It leads in both the number of units—nearly 9,000, representing 32% of the total—and in the number of brands, with 26 companies exceeding 100 outlets in Europe. Wissmann connected this growth to socio-political changes in the post-Soviet era. The UK follows with around 5,000 outlets from eight chains, suggesting the broader influence of individual British brands. France, Spain, and Italy trail behind, with France boasting 1,888 units from eight brands, Spain 1,763 from six, and Italy 1,615 from seven.
In terms of categories, coffee shops dominate the rankings with 18,910 locations, followed by burger chains (16,838 units) and pizza/pasta concepts (11,367 units). Coffee shops also lead in growth, with approximately 570 new establishments opening in 2023. “It’s the easiest concept to scale,” Wissmann remarked, citing their reduced culinary offerings, which allow for lower investment in kitchen equipment, smaller operational spaces, and simplified staffing.
Four Key Takeaways
Wissmann concluded her presentation with four major insights into the evolving gastronomy sector:
- An omnichannel presence—spanning restaurant, delivery, take-away, and retail—is now a critical aspect of the business model, with significant implications for real estate and logistics.
- Maintaining and renovating existing outlets is just as vital to a brand’s success as opening new ones.
- Expansion from Western Europe to the East is generally smoother, though more companies are now eyeing westward growth.
- Thanks to the rise of quickservice restaurants, dining out has seamlessly integrated into everyday life.
As the quickservice sector continues to expand, its impact on consumer habits, real estate, and the broader foodservice industry shows no signs of slowing.
