Well funded optimism or just wishful thinking? More brands expecting things to improve than brands that actually improved in Q1.
We mapped how global restaurant chains are talking about their own business: 1) How they felt about Q1 2025 (based on actual performance) and 2) What they expect for the rest of the year (forward-looking sentiment)
Some highlights (non-exhaustive):
Europe
A challenging market. Most brands reported flat or declining results in Q1, and the sentiment for the rest of the year remains cautious. The issue is not only price sensitivity. Consumers are showing signs of fatigue, with less willingness to go out regardless of the offer.
North America
Q1 was disappointing, with soft traffic and modest growth. Despite that, and the noise around politics, most brands continue to express confidence about the second half. They are counting on value platforms, digital expansion and menu innovation to turn the tide. Time will tell if that is enough.
South America (focus on Brazil)
Performance was solid and expectations are stable. No dramatic growth, but sentiment is generally more positive than in other regions and relatively consistent across price tiers.
Asia
China posted a weak quarter, with internal demand still soft. Rest of Asia, on the other hand, delivered strong results in Q1 and expectations remain positive. Despite this, several international brands are optimistic about the rest of the year. India stands out with continued expansion and strong consumer momentum.
commercialstrategy #consumer #demand #restaurants
*This article is my own, not ChatGPT’s. It was written with time, care, and data. We periodically analyze the reports of virtually all publicly traded brands covering every available restaurant segment. Our research spans stock exchanges worldwide – from New York to São Paulo, including Madrid, Oslo, Mexico, Thailand, and the Philippines.
