Despite being the cradle of Western fine dining and renowned for its high-end culinary culture, the French culinary landscape has undergone a significant transformation in recent years, with fast-food chains experiencing strong growth, even reaching record levels.
One of the most talked-about restaurants in Paris right now doesn't have a famous chef or a luxurious setting. The place doesn't even have seating, and the menu isn't particularly groundbreaking.
However, in recent months, the French fast-food chain Tasty Crousty, which serves fried chicken with rice, has taken social media by storm and become one of the most popular dining spots across the country.
“This place is very popular on social media. It’s just chicken and rice, but the portions are huge and the price isn’t expensive, especially now that everything is getting more and more expensive,” said Louise-Marie Kerboeuf (19), a first-time customer at a Tasty Crousty restaurant in Paris in March.
According to CNN, France has traditionally been the cradle of fine Western cuisine and is renowned for its upscale dining culture. However, in recent years, the culinary landscape has changed dramatically, with fast-food chains experiencing rapid growth, even reaching record levels.
Commercial restaurant chains in France surpassed €20 billion ($22.9 billion) in annual revenue for the first time in 2023, a 30% increase from 2019, according to market research firm Food Service Vision.
By 2024, this figure had reached 21 billion euros (24 billion USD). According to estimates by Bernard Boutboul, founder of the restaurant consulting firm Gira, more than half of the annual revenue of the French restaurant industry comes from the fast-food market.
"That's a huge number," Boutboul told CNN.
Notably, the driving force behind this transformative change is the group under 35 – those most easily influenced by celebrities and social media trends.
“Gen Z has changed the market in the last few years. This is the first generation that truly loves fast food and street food in France,” Boutboul added.
The most popular takeout options in France are sandwiches, burgers, and pizzas. However, the "crousty box," containing a generous portion of white rice topped with creamy mayonnaise, shredded fried chicken, and a sweet and spicy sauce, has also quickly become a viral sensation on social media.
The Krousty Sabaïdi chain claims to have invented the "crunch box" in 2012 in Bordeaux, and currently has 34 stores across France.
This model was quickly embraced, and in the past few years, many "Krousty" competitors have emerged, with Tasty Crousty rising to dominate the market as the leader.
The chain currently has around 50 restaurants in France, Belgium, and Algeria, and plans to expand to Canada, Morocco, and the United Kingdom. A serving of crispy chicken rice costs 9 euros (approximately 10.50 USD).
Amidst the booming fast-food industry in France, a group of leading chefs from the country's haute cuisine scene have warned that the art of fine dining is under threat.
According to culinary experts, rising food and energy costs due to global conflicts, post-pandemic labor shortages, and consumers tightening their spending amid economic instability are becoming major challenges for restaurants.