And he points out that French people who eat sandwiches or fast food at lunchtime are also likely to frequent traditional bistros or three-star restaurants in the evening or at weekends.
“It’s the same with burgers,” he says. “Almost all French people go to McDonald’s every now and then, but unlike the Americans, who go there at any time of day, the French mostly go at set times, between noon and two, and after seven in the evening.”
In fact, they’re treating it like a traditional restaurant, and McDonald’s has recently introduced waiter service in one of its Paris outlets, clearly recognising that it needs to adapt to local demand in one of its most profitable markets. McDonald’s is even planning to start selling ham sandwiches in France next year, says Mr Pinay-Rabaroust.
So the French are adjusting their eating habits to the faster pace of modern life, but they’re also adapting fast food and sandwiches to suit their culture, tastes and lifestyle.