Ireland’s fast – food industry is dynamic, with both international giants and homegrown brands vying for consumer attention. While international chains like McDonald’s and Starbucks hold a significant share of the foodservice market, capturing 58% of total traffic, local players are carving out their own niches.
Pizza and Coffee: Local Strengths
Irish brands excel in specific segments. In the pizza market, local chains dominate, capturing a commanding 67% of traffic. This suggests a strong preference for homegrown flavours and independent operators. Similarly, in the coffee shop segment, Irish chains account for a respectable 34% of traffic, demonstrating their ability to compete with global coffee giants.
Burger and Chicken: International Dominance
International chains, particularly in the burger and chicken segments, hold a stronger presence. KFC, for instance, leads the chicken segment, highlighting the appeal of established brands and their marketing prowess. While local burger chains contribute 27% of total traffic, the segment remains highly competitive with international players.
Growth and Opportunity
The Irish fast-food market is experiencing steady growth, with the number of chain outlets increasing by 3% in the first ten months of 2024. This growth is particularly evident in the burger, pizza, and chicken segments, driven by consumer demand for convenience and affordability. This growth is likely fuelled by factors like revenue growth for existing outlets, and restaurant chain expansion into new territories.
Maria Vanifatova says: “The entry of Wendy’s into the Irish market signals further growth potential for international brands. However, local brands with strong regional appeal and a focus on quality ingredients and unique offerings are well-positioned to capitalize on consumer preferences and maintain their market share.”
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