Fast Food

CHAPTER 1 MARKET OVERVIEW

1.1 Market Definition

The fast food market is defined as the sale of food and drinks for immediate

consumption either on the premises or in designated eating areas shared with other

foodservice operators, or for consumption elsewhere. Datamonitor's definition

excludes sales through vending machines and is restricted to sales in specific

foodservice channels (please see channel definitions below).

All market values are given in Operator Buying Prices, that is the amount spent by

foodservice operators on the food and drink that they serve and not the amount the

consumers spend on food and drinks (Operator Selling Prices - OSPs) in these

channels. The difference is the mark up the foodservice operator adds in order to

cover their other costs and generate a profit. This therefore values the market in

terms of the amount of money for which food and drinks manufacturers are

competing. All currency conversions were performed using constant 2006 average

annual exchange rates.

Market volumes are classed as the total number of visits by individuals to foodservice

locations that involve the consumption of either food. Multiple purchases made during

the same visit are counted as one transaction. The purchase of drink with food in the

same location in the same visit is also considered as one transaction, not two.

The market is broken down in to four segments: Quick Service Restaurants (QSR),

Takeaways, Mobile & Street Vendors and Leisure Locations. QSR's ares defined as:

locations where the primary function is to provide full meals but where table service is

not offered. Takeaways are defined as: establishments that provide freshly prepared

food for immediate consumption and where typically 80% or more of revenues come

from consumers who take the food off the premises to consume. Mobile & street

vendors are defined as: Either individual mobile stalls or vans that offer a limited

range of freshly prepared food as well as beverages. Leisure locations are defined

as: locations serving food and drinks for immediate consumption on premises within

leisure outlets (such as Cinemas, Theatres, Racecourses etc.) that the Leisure

operator owns and operates itself.

For the purpose of this report the Americas comprises Brazil, Canada, Mexico and

the US.

Europe comprises Belgium, the Czech Republic, Denmark, France, Germany,

Hungary, Italy, Netherlands, Norway, Poland, Russia, Spain, Sweden and the UK.

Asia-Pacific comprises Australia, China, Japan, India, Singapore, South Korea and

Taiwan.

The global figure comprises the Americas, Asia-Pacific and Europe.

1.2 Research Highlights

The European fast food market generated total revenues of $19.5 billion in 2006, this

representing a compound annual growth rate (CAGR)