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Buffalo Grill Looks to Burger Market in France

19 January 2015
BordBia

FRANCE - The French steak house specialist Buffalo Grill is to launch its first restaurant dedicated to burgers in the centre of Lille in March, writes Bernadette Byrne from the Paris Office of Bord Bia – Irish Food Board.

By late 2015, the company plans to open a dozen other Buffalo Burgers in France, namely in Bordeaux and Chartres.

"The burger market has multiplied by 13 in the last 10 years,” according to Mathieu Quéré, the CEO of Buffalo Grill.

The recent trend is towards a more gourmet burger.

The aim of Buffalo Burger is to offer a range of quality burgers, cooked to order, with fresh products including chips.

A new sit down concept will have an 80 to 100 seat capacity, with an average price of €15-19. The interior design will move away from the American Western style of Buffalo Grill to a more urban and modern Chicago type ambience.

According to the NPD group, there is a strong burger trend in France and the market continues to grow, with a monthly average of 75 million units sold in 2013.

As a result, France is now the second largest burger market in Europe, behind the United Kingdom.

The burger is now appearing on many restaurant menus outside the fast food sector, which account for half of the growth in consumption since 2009, and five per cent of the volume today.

Buffalo Grill is the leader in the themed restaurant sector in France with 332 restaurants, and turnover is expected to exceed €480 million this year.

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