McDonalds 2020

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When Nawfal Trabelsi took over as CEO of McDonalds France in 2015, the context was bleak. With the economic situation and international tourism at half-mast and competition revived by the return in force of Burger King, his mission is to continue to develop McDonalds France. McDonalds France, which celebrated its 40th anniversary in 2019, is the largest French restaurant with a market share of over 13% and the second largest market after the United States. After having adapted the global concept of fast food, the French branch of the American giant, which has always been strategic for McDonalds, continues to make the difference compared to its competitors thanks to a clever mix of innovations and services. In the current context of increasing media coverage of vegetarianism and the revegetation of the diet, the removal of meat from the diet is presented as one of the main emerging trends in food consumption in France. France is experiencing a veritable swarm of innovations around the plant theme with a 24% increase in sales of vegetarian and vegan products according to the Xerfi research institute. It even forecasts a 57% increase in the vegan market to reach 600 million by 2021, which would result in average annual growth of around +17%. McDonalds France has entered the vegan market by offering the "Grand Veggie" burger on a time-limited basis. Despite the success of this market, which seems to be buoyant, no brand name in the fast-food industry has ventured into it. These new elements are disrupting Nawfal Trabelsi's strategic plan as it wonders whether the vegan market can be the next strategic lever for McDonalds France's development in order to remain the leader in this hyper-competitive market.

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