Despite a modest reduction in store numbers, Ireland’s fast-food market delivered solid traffic growth in 2025, demonstrating appetite among consumers for quick-service dining.
Over the course of the year, total market traffic increased by 1.0% with the fast-food segment marginally outperforming this average with 1.2%. Momentum strengthened considerably in the final quarter, when fast-food visits surged 3.2% year-on-year signalling a strong finish to the year.
Much of this growth was driven by rapid expansion in the chicken category, which delivered 4.1% traffic growth across the year, and an impressive 9.0% jump in Q4. Ethnic fast-food formats also gained traction, growing 1.5% annually and 4.2% in the fourth quarter.
By contrast, bakery and sandwich operators continued to face stiff headwinds, with traffic falling 5% across the year, reinforcing the pressure currently experienced formats focused upon breakfast and early-morning occasions.
The strong fourth-quarter performance appears closely linked to new store openings and the arrival of international brands intensifying competition in the market. Recent launches from Wingstop, Slim Chickens and German Doner Kebab, alongside continued expansion from Taco Bell and Wendy’s, helped stimulate consumer interest and drive additional visits.
However, analysts note that much of the recent growth has been additive, rather than redistributive, meaning that new concepts are expanding the overall market rather than simply taking share from existing operators.
For hospitality businesses, the message is clear: while store numbers may fluctuate, consumer demand for convenient, value-driven dining, remains robust.
International brands continue to view Ireland as an attractive launch market, meaning the next phase of competition will likely focus not solely on expansion, but on who can best capture shifting consumer demand throughout the day.