“The success is beyond what we imagined. » Alexandre Maizoué, the boss 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.
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However, with a controlled budget since the targeted consumption area was limited. No expensive television spots but campaigns on billboards and social networks. A communication renewed by the variations of donuts in Barbie, Harry Potter or Halloween versions which boost sales. As a result, the American brand, which presented its cake as the new croissant, claims around twenty points of sale and a turnover of nearly 15 million euros in 2024 in Paris.
This example proves it. France, even if it prides itself on having included the French gastronomic meal as a UNESCO intangible cultural heritage, is eager for fast-food chains, particularly from across the Atlantic. With obviously the success of the two leading burger chains McDonald’s and Burger King, followed by the 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
This success of fast-food brands owes a lot to their marketing power. Their advertising campaigns are reshaping the eating habits of the French. An observation that extends to food manufacturers who also do not fail to hammer home their promotional messages to attract customers. And launch their 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.
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““I want to eat above all to please myself.” This is what consumers tell us first when we ask them,” says Xavier Terlet, Trends & Innovation expert from ProteinesXTC. A trend that is illustrated in the top 10 consumer product innovations that have had the greatest 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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