International chains are setting the pace across much of Ireland’s quick service market.
The strongest example is chicken, where international brands account for 92% of chain traffic. Burger is also heavily international, with global brands capturing 72% of traffic, while bakery and sandwich chains stand at 65% and coffee shops at 60%.
Pizza is the clear exception. In this segment, local chains account for 68% of traffic, while international brands represent only 32%. This makes pizza one of the strongest examples of local brand resilience in Ireland’s foodservice market.
The data shows that international brands are not simply entering the Irish market. They are increasingly shaping where consumer traffic goes. Their advantages include bigger marketing budgets, stronger digital platforms, loyalty programmes, established brand recognition and the ability to secure high footfall sites.
This is particularly important as Ireland continues to attract new quick service entrants. Brands such as Wingstop, Popeys, Slim Chickens, German Doner Kebab, Taco Bell, Wendy’s and Fat Phill’s have already signalled rising confidence in the Irish market. The arrival of these brands is likely to intensify competition, especially in fast-growing categories such as chicken.
However, international growth does not mean local brands are without opportunity. Pizza shows that local operators can still compete successfully when they have strong consumer relevance, clear positioning and a well-established market presence. One of the best examples is Apache Pizza, with around 200 restaurants in Ireland.
Maria Vanifatova, CEO of Meaningful Vision, said:
“International chains often benefit from structural advantages. They typically have stronger brand recognition, larger marketing budgets, loyalty apps, national campaigns, better locations and longer opening hours. These factors help them generate significantly more visits per site than independents.
For Irish operators, the key is to understand where local strength can be defended, where international competition is likely to intensify, and how consumer visits are shifting at segment and location level.
Watch our webinar How new players are reshaping the Irish foodservice market to learn more.