Ireland’s robust economic growth since the early 2000s has generated a lucrative and thriving fast-food sector.
Boasting one of the highest GDP per capita indicators in Europe, according to figures published by the World Bank, Ireland offers attractive commercial prospects, particularly in Dublin, which currently hosts two hundred and fifty global financial institutions and nine of the top ten global Information and Communication Technology companies, including Amazon, Google, Microsoft, and Meta.
These and several other factors determine the potential of the fast-food market in Ireland.
Youthful Demographics Drive Fast – Food Demand
The share of Ireland’s population in the under-40’s age group is a significant one. In 2022, as a measure of its overall population Ireland had the highest share of under-20s in the EU, at 26%.
According to data published by Worldometers.com, the median age in Ireland in 2023 was 38.3 years. This youthful cohort, with busy work lives in mainly urban environments and a preference for convenience, form an important and substantial market for fast-food businesses.
Tourism Boosts Foodservice Traffic
Ireland has long been a favoured destination for tourists, with the famed hospitality of its people, its unique cultural heritage and its beautiful landscapes attractive to travellers from all over the world.
The Irish Tourism Industry Confederation (ITIC) estimates that €5.3 billion excluding fares was spent by international visitors to the country in 2023, with North America the biggest single source market.
Tourists often rely on fast-food establishments for a quick, familiar, and affordable meal, and tourism provides a significant boost in trade volumes.
Promising Business Development
While Ireland reports fewer fast-food chain stores per capita than the UK, it surpasses Northern Ireland.
According to leading market intelligence provider, Meaningful Vision, as of June 2024, the Republic of Ireland has an average of 25.2 chain fast-food outlets per 100,000 people, compared to 28.8 in the UK, and 20.7 in Northern Ireland.
Although Dublin stands out with its record outlet density per capita, regions such as Kilkenny and Roscommon report fewer than 10 outlets per 100,000. Conversely, Kildare has 44 outlets per 100,000, followed by Westmeath with 35 and Louth with 29, all exceeding the national average.
Border areas near Northern Ireland and the Southwest regions have lower densities, while the highest concentration is to be found in the capital and its surrounding regions. Distribution closely aligns with urban population density, indicating a strong correlation between the two factors.
A Broad Selection of Products and Brands
Ireland offers a diverse range of fast-food formats, catering to a wide variety of consumer preferences, and in response to evolving market trends, providing plenty of opportunities for entrepreneurs.
According to Meaningful Vision, the most popular fast-food formats in Ireland are burger and pizza restaurants, with the number of burger stores per 100,000 in Ireland being 66% higher than in the UK.
Chicken shop chains are less well represented in Ireland by comparison with the UK, owing to demographic and cultural differences.
Daily Visitor Flow
Meaningful Vision reports that morning traffic in Ireland accounts for approximately 15% of all daily fast-food visits, primarily driven by coffee shops and bakeries.
Coffee shops and bakeries enjoy 30% of daily visits in the morning hours from 6 am – 12am. These shops are generally located along commuting routes, making them more likely to attract visitors on their way to work.
In the UK, morning traffic stands at a slightly larger 18%, owing to its bigger urban population and larger number of commuters. With more coffee shops per capita and a higher share in the Quick Service Restaurant (QSR) market, the UK exhibits a greater intensity of morning traffic in coffee outlets when compared to Ireland.
Morning hours are gaining traffic in Ireland during the year. In Q1 2024 morning hours accounted for 13% of total daily traffic, while on a 6-month basis the share of morning occasions increased by 2 percentage points to 15% in the first half of 2024.
Lunch hours constitute a significant proportion of fast-food visits in Ireland, with a 29% share of daily traffic. Burger outlets have the premium share of this lunchtime traffic, following sandwich and coffee shops, with 30% of all traffic between 12am and 3pm.
In the UK, the lunchtime share is slightly lower at 26% of the total daily footfall, with sandwich shops being the most popular choice – 30%, and burger restaurants taking a 29% share of lunchtime traffic.
Pizza chains in Ireland capture almost half of consumer traffic after 6pm, likely due to parties and families gathering to share meals together, as reported by Meaningful Vision.
In the UK, favourable periods for fast-food traffic extend into the afternoon and evening, with consistent footfall observed throughout the day. After 6pm, traffic accounts for 33% in the UK compared to only 23% in Ireland.
Key players: International and Local Brands
Big fast-food operators in Ireland, such as McDonald’s, Starbucks, Costa Coffee, Coffee Nero, Subway, and O’Briens, command more than 80% of the morning traffic.
Lunchtime pickups are chiefly spread among McDonald’s, Costa Coffee, KFC, Supermacs, and Starbucks. Evening traffic after 6pm sees McDonald’s, Supermacs, Apache Pizza, KFC, and Domino’s as front runners.
Fast-Food Trends: A Diverse Mix
“While there are similarities in fast-food industry trends between the UK and Ireland, there are also notable differences, reflecting the factors unique to each region, from population size, distribution and demographic makeup, to restaurant density, transportation, incomes and jobs,” said Maria Vanifatova, CEO of Meaningful Vision.
“The UK, particularly England, has a greater number of urban areas and longer commuting times resulting in higher foodservice traffic during the morning and evening hours.”
She added, “In contrast, Ireland has a lower population density and is known for its large rural areas and gentler pace of life. However, restaurant density in Dublin is higher than London’s, making the Irish capital one of Europe’s top destinations for fast food.”
Meaningful Vision’s data analysis and reporting identifies the ideal locations, products, and promotions for your business, imparting profound insights into consumer behaviour patterns, both in Ireland, and the UK.
Understanding customers behaviour is essential for enhancing operational efficiency, whether looking to optimise staffing, revenue menu offerings, or tailor marketing strategies, to leverage peak hours.
Read our report on Hospitality Ireland
