Value for money drives French dining trends as buffet restaurants make a comeback

Value for money has become a key factor in how French consumers choose restaurants, as household purchasing power comes under increasing pressure, KOTRA said.

According to French business daily Les Echos, sustained price increases have led French consumers to expect "sufficient quantity" when dining out — a way of offsetting higher costs.

Nouchi, head of French food service consultancy Strategeg'eat, told Les Echos that portion size is emerging as a central factor in how diners assess value. The shift has fueled demand for large, filling dishes, while foods described as "alimentation regressive" — comfort foods offering emotional reassurance through familiar, uncomplicated flavors — have also surged in popularity.

The category includes high-calorie staples such as pizza, burgers, kebabs and sandwiches, all of which are seeing rapid market growth.

The trend is borne out by a survey on "French people and gastronomy" published by market research firm Ipsos in March. The poll found that value for money is now the top consideration when French consumers choose a restaurant, cited by 74 percent of respondents. Taste, originality and ingredients came second, named by 67 percent.

"Hybridization" is another major trend reshaping the sector. Cafes that once served only drinks are adding brunch and meal menus, while coffee shops are introducing cocktails and alcohol in the evenings. Some fast-food outlets are pursuing an "upscale" strategy to extend customer dwell time — installing dedicated dessert zones staffed by specialist baristas so diners can linger over coffee rather than leaving after their meal, and replacing hard plastic chairs with sofas and soft lighting to create an atmosphere closer to a full-service restaurant.

The reverse is also happening: traditional full-service restaurants are borrowing from fast food to boost efficiency. Some have added grab-and-go sections, while others sell their house sauces or meal kits directly in-store — generating additional sales alongside regular dining.