Baguettes, bread made with organic flour, are displayed in a baker's oven at a bakery in Paris

For the first time last year, the French ate more hamburgers than ham-and-butter baguettes

1.46 billion

The French bought 1.46 billion burgers last year, but only 1.22 billion ham-and-butter baguettes, according to restaurant consultancy Gira Conseil.

Published   |  Photo by Reuters/Benoit Tessier
Baguettes, bread made with organic flour, are displayed in a baker's oven at a bakery in Paris
1.46 billion

The defeat of the traditional French staple is symbolic of a trend that has been going on for years—which Gira Conseil director Bernard Boutboul called a “burger frenzy.”

Baguettes, bread made with organic flour, are displayed in a baker's oven at a bakery in Paris
1.46 billion

In 2013, for the first time, fast-food joints in France overtook traditional sit-down restaurants in market share. The average duration of a meal fell to about 30 minutes in 2013, down from 80 minutes in 1975.

Baguettes, bread made with organic flour, are displayed in a baker's oven at a bakery in Paris
1.46 billion

McDonald’s famously adapts its sandwiches to please local tastes—there is the McCamembert and items with French cheese and Dijon mustard.

Baguettes, bread made with organic flour, are displayed in a baker's oven at a bakery in Paris
1.46 billion

It seems to be working. Two decades ago, French protesters would link arms to block McDonald’s customers, or throw manure if front of their restaurants. Now, France is McDonald’s most profitable market after the US.

home our picks popular latest obsessions search