“Success goes beyond what we imagined. » Alexandre Maizoué, the head of the Krispy Kreme brand, rubs his hands. In less than a year, he was able to establish the American donut brand in Paris. It is true that its launch was accompanied by a strong advertising campaign in the capital.
However, with a controlled budget since the target consumption area was limited. No expensive television ads but campaigns on billboards and social networks. A renewed communication due to the variations of donuts in Barbie, Harry Potter or Halloween versions that boost sales. Thus, the American brand, which presented its cake as the new croissant, has around twenty points of sale and a turnover of almost 15 million euros in 2024 in Paris.
This example demonstrates it. France, although proud to have included French gastronomic food in UNESCO’s intangible cultural heritage, is hungry for fast food chains, especially on the other side of the Atlantic. With the obvious success of the two main burger chains, McDonald’s and Burger King, followed by chicken specialist KFC. But behind these pioneers, the range of offers continues to grow. Bubble teas, woks, poke bowls, tacos, sushi, bagels or donuts have been added to burgers, pizzas, kebabs or sandwiches.
Marketing power
The success of fast food brands is largely due to their marketing power. Its advertising campaigns are reshaping the eating habits of the French. An observation that extends to food manufacturers, who also insist on their promotional messages to attract customers. And launch your new products. The international food fair, which opens its doors on Saturday, October 19 in Paris Nord Villepinte, offers, every two years, a showcase of innovation in the agri-food industry. The opportunity to examine trends.
“I want to eat above all to please myself.” This is the first thing consumers tell us when we ask them.” says Xavier Terlet, expert in Trends and Innovation by ProteínasXTC. A trend that is illustrated in the top 10 consumer product innovations that have had the most commercial success in 2023, according to NielsenIQ. The three food products in the ranking are Heineken’s Desperados Tropical beer (flavored with rum and passion fruit) and a winning duo from the Italian giant Ferrero: Kinder chocolate ice cream and Kinder Tronky wafers.
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