McDonald’s is set to launch dozens of new restaurants across towns and cities in France, aiming to have a location within 20 minutes of every household. However, as calls for MAGA-linked boycotts gain momentum in response to Donald Trump’s anti-Europe rhetoric and threats, the fast-food giant’s expansion plans may face unexpected challenges. Will this strategy succeed despite the backlash? Read on to find out.
McDonald’s Announces Major Expansion in France
McDonald’s, already the largest fast-food chain in France, has unveiled ambitious plans to accelerate its growth in the country. The company aims to double its annual expansion rate, increasing from an average of 20–30 new locations per year to 50 openings in 2025 alone.
“The demand is there, and in nine cases out of ten, we are well received by local authorities,” said Jean-Guillaume Bertola, McDonald’s marketing director for France, in an interview with Le Figaro (via The Telegraph).
Despite France’s reputation as the home of haute cuisine, McDonald’s has seen remarkable success in the country since it opened its first French location in 1972. McDonald’s has become the country’s leading restaurant chain, boasting over 1,590 locations and generating €6 billion (£4.63 billion) in revenue last year—making it McDonald’s largest market in Europe.
How McDonald’s Thrived in France While Restaurants Struggled
McDonald’s optimism about its future growth stands in stark contrast to the wider restaurant industry, where closures have surged to record levels.
According to the Banque de France, restaurant failures in January were 17% higher than the pre-Covid average recorded between 2010 and 2019. Industry experts and restaurant owners cite rising costs, shifting consumer habits, and mediocre food quality as key factors behind the decline.
Meanwhile, McDonald’s continues to thrive, offering a cheap, convenient alternative, particularly in smaller towns where many restaurants remain closed during off-hours.
“Why deprive ourselves? Every French person has the right to a McDonald’s, less than 20 minutes from home,” said Jean-Guillaume Bertola, the company’s marketing director for France.
Bertola is particularly focused on expanding into smaller villages and towns, including La Châtaigneraie in Vendée (population: 2,500) and Saint-Geniès-de-Malgoirès in Occitanie (population: 3,000), as McDonald’s pushes to widen its reach across France.
Will McDonald’s Expansion Succeed Amid French Backlash Against MAGA America?
McDonald’s ambitious expansion in France comes at a time of rising opposition to American brands, fueled by growing anger over Donald Trump’s anti-Europe rhetoric and his threats to impose a 200% tariff on French wine, champagne, and spirits.
The “Boycott USA: Buy French and European” Facebook page has quickly gained traction, amassing over 25,400 members in just four weeks. A viral post featuring Donald Trump, Donald Trump Jr., Elon Musk, and Robert F. Kennedy Jr. preparing to eat McDonald’s carries a caption warning hesitant consumers: “For those who are hesitant to boycott McDonald’s… here’s a good reason.”
Public sentiment also reflects this resistance. According to an Ifop poll published on March 25 by Libération, two out of three respondents support a boycott of MAGA America. The top three U.S. brands facing rejection from French consumers are Coca-Cola, McDonald’s, and Tesla.
“There is a Trump effect on the image of the United States, which translates into a desire to sanction the country and its products,” said Francois Kraus, an Ifop analyst.
Ultimately, while McDonald’s expansion will likely move forward, its long-term success may depend on how effectively it navigates political tensions and adapts to shifting consumer sentiments in France.