Until only a few years ago, shoppers in need of a fast-food pit-stop while bargain hunting in German towns and cities would have been surprised to find a chain restaurant. McDonald’s, Pizza Hut and KFC were yet to make inroads in a country that favored independent restaurants.
Now, however, the chain invasion is well underway. International and local firms are rapidly investing in a bid to secure US-style domination of malls and Main Streets in a country with huge growth potential in the sector.
Pizza Hut is the latest operator to take a bigger bite at the market. The US firm has packaged up its 67 restaurants in Germany and sold its franchises to fast-food corporation Amrest. Under the deal, the Polish firm, which already operates all the Starbucks branches in Germany, will become the master franchiser.
“For us, Germany is one of the most important markets in Europe. It can become the driver of growth on the continent,” said Mike Diamond, Pizza Hut’s European Head of Growth.