France's favorite food? Burgers.
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McBaguette has bested the baguette. A study from food consultancy Gira Conseil concludes that burgers now are the most popular food in France.
The French, who once turned up their noses at American-style burgers, now can鈥檛 get enough. And it鈥檚 not just McDonald鈥檚 1,200 French locations that fuel the demand. The rise has come from burgers鈥 appearances in all types of restaurants, including increasingly popular food trucks.
McBaguette burger proved so popular that McDonald鈥檚 has offered it elsewhere in Europe.
Between 75% and 80% of France鈥檚 more than 100,000 traditional restaurants have at least one burger on their menu, Bernard Boutboul of Gira Conseil told French news agency.
鈥淭here has been a 40% increase in [burger] sales in the last two years; it鈥檚 just incredible,鈥 Boutboul said.
鈥淧rotein between two slices of bread 鈥 the French love it,鈥 Boutboul told聽. 鈥淭he explosion of burgers is coming from restaurants. It鈥檚 affordable and chefs want to show they can make a quality burger.鈥
One of every two sandwiches sold in France is a burger. In 2001 it was one in nine; by 2007 it was one in seven, according to news agency聽. Burger King, which pulled out of France in 1997, returned in December with a unit in Paris鈥 St. Lazare train station.
AFP quotes NPD data that the French now average 14 hamburgers a year, putting them behind only the British, who eat 17 each a year, among European markets.
During last month鈥檚 Q4 analyst call, McDonald鈥檚 Corp. Don Thompson said the company is 鈥渃autiously optimistic about France鈥 thanks to positive sales in each of the last five months of 2013. 鈥淪trong promotional activity and an ongoing emphasis on relevant value offers like Casse Croute [value meals] help fuel our momentum,鈥 Thompson said.
The chain has just followed a promotion for its huge 280 Burgers (280 grams or 9.88 ounces) with the return of its double-patty McRancher (Cheddar, bacon barbecue sauce) and McFarmer (Cheddar, tomato, mayo) and McTimber (Emmental cheese, onions, cheese sauce). An earlier 鈥淏reads of America鈥 promotion featured such burgers as the Double Shiny Bacon, Double Cornbread BBQ an Grand Cheese Bagel.