Ireland’s fast-food market closed 2025 with the surprising paradox of both contraction and expansion happening simultaneously. While the overall number of outlets declined by 1.3% year-on-year, consumer demand remained buoyant, and competition intensified as new international brands entered the market.
Reflecting the ongoing pressures faced by breakfast-focused formats, the decline in overall number of stores in Ireland was primarily driven by closures among bakery and sandwich chains, down 5.7% on the year. Other segments, including burger, pizza and coffee, also experienced modest footprint reductions.
However, the broader picture reveals a market undergoing structural change, rather than a simple contraction.
Two categories stood out in 2025: chicken and ethnic fast-food. The number of chicken outlets grew by 6.7%, making it the most rapidly expanding segment in the country. Ethnic formats also posted strong growth at +3.7%, supported by a wave of new market entries and expansion plans.
Several international brands made their Irish debut or continued their rollout during the year. Wingstop, Slim Chickens and German Doner Kebab entered the market in December, while Taco Bell and Wendy’s accelerated their expansion. Dutch burger concept Fat Phill’s also launched operations mid-year.
Notably, four of the six new fast-food entrants in 2025 were American brands, underlining Ireland’s growing reputation as a strategic launchpad for international quick-service restaurant concepts entering Europe.
According to Meaningful Vision CEO Maria Vanifatova, the headline decline in store numbers masks a more important trend: investment is concentrating in high-growth formats that perform strongly during lunchtime and afternoon trading.
With consumer habits evolving and new competitors arriving, the Irish fast-food market is becoming more dynamic than ever, consequently the brands that align with changing demand patterns are likely to lead the next phase of growth.