How QSRs navigate late night dining in Europe
Analysing regional operations can help QSRs optimise staffing.
The neon glow of a late night eatery has become a ubiquitous part of the landscape across Europe and one might be forgiven for thinking that 24-7 restaurants are commonplace, but opening hours across the continent are marked by significant disparities between countries and regions, with a far from uniform distribution.
A report by Meaningful Vision which collected data from over 70,000 fast food restaurants in the UK, France, Germany, and Ireland, revealed striking differences in working hours across the Burger and Chicken, Pizza, and Coffee segments.
The burger and chicken segment is the most competitive.
In Europe, Germany emerges as the country with the longest opening hours boasting an average daily operating window of 15.1 hours, indicative of a culture of late-night dining. This aligns with a culture that may prioritise late-night socialising and dining.
The UK comes close second with an average of 14.6 hours, showcasing a strong focus on both early morning and late-night service, catering to a diverse range of customer needs.
This is followed by France with an average of 13.4 hours, leaning towards a more traditional approach, with a focus on evening dining. Ireland has the shortest operating hours in the burger and chicken segment, reporting a modest 12.6 hours and a later start to the day with an average opening time of 9:50 AM. This reflects a potential preference for later mealtimes and a shorter overall dining window.
The percentage of 24-hour stores varies significantly across countries. The UK has the highest percentage of 24-hour burger stores at 14.6%, primarily driven by McDonald's. In other countries, the share of 24-hour open stores is generally around 5%.
In the pizza segment, outlets generally operate with shorter hours, often opening later due to the lack of breakfast demand. The UK emerges as the leader in this segment with an average of 12.4 hours, suggesting a strong market for late-night pizza cravings.
In Ireland, whilst operating into the early hours, its average hours are lower due to a later start for many outlets, with a significant proportion opening after 3PM. The average operating hours for pizza deliveries and takeaways in Ireland are approximately 10.7 hours.
Germany has an average of 11 hours of operating time, with pizza restaurants leaning towards a more traditional schedule, with a focus on evening service. France has the shortest at 7.5 hours.
In between them is the coffee segment which have longer operating hours than pizza outlets but shorter than burger shops.
Generally, coffee shops have longer operating hours than pizza outlets, but shorter hours than burger shops. Germany boasts the highest average operating hours.
German coffee shops have the latest average opening time across four countries, at 8:23 AM. “Tchibo” and “Coffee Fellows” are the most popular in this category based on the traffic data by Meaningful Vision.
France closely follows Germany, with a strong focus on evening service. French coffee shops boast the latest average closing time amongst the four countries, at 7:34 PM.
The UK exhibits high average operating hours due to a significant proportion of outlets opening early in the morning, catering to the breakfast and morning coffee rush. The average opening hour in the country is 7:19 AM.
Ireland has the shortest average operating hours, suggesting a potential preference for shorter operating windows and a later start to the coffee-drinking day. The average closing time in Ireland is 6:26 PM.
Across all countries, the average working hours are relatively similar, around 11.5 hours. Ireland is an exception, with an average operating time slightly below, at 10.8
Operating hours in the fast-food industry vary significantly, not only between segments and countries but also within regions of a single country. This is clearly evident in the UK.
Whilst Wales boasts the longest average operating hours at 15.9, followed by Scotland at 15.2, London and Northern Ireland exhibit shorter average operating times at 13.9 and 13.2 hours, respectively. Maria Vanifatova, CEO of Meaningful Vision said these regional disparities underscore the critical importance of conducting in-depth regional analyses to inform effective operational strategies.
For example, Wales stands out with a remarkable 24% of burger and chicken outlets operating around the clock, primarily driven by McDonald's and a few Burger King locations.
London, despite its reputation as a 24/7 city, has a large number of restaurants reporting a wide spread of opening hours, with just over three-quarters of outlets opening between 10 AM and 11 AM. Northern Ireland exhibits a similar trend, with two-fifths of outlets opening within this timeframe.
“Regional nuances underscore the critical need for businesses to tailor their operations to local demands. By closely examining regional differences in opening and closing times, restaurants can optimise staffing schedules and delivery services, ultimately enhancing their profitability and customer satisfaction,” Vanifatova said.
