Would You Like a Side of Data With That? OOH advertisers should be saying yes.

The right data can be powerful for advertisers. Consumer spend insights should inform OOH advertising campaigns – where consumers are spending (geographically), how much, and at which brands – to significantly increase their success and help beat the competition.

Here we explore the value of European consumer spend data for Out-Of-Home (OOH) advertising in the fast-food world to gain a deeper and more granular understanding of local consumer behaviour, refine audience targeting and inform advertising placement strategy.

Taking Fable’s expansive French consumer spend dataset, we explore how McDonald’s and competing fast-food chains performed across 2025, focusing on two of the busiest commuter areas in Paris and Lyon:

Transport hubs are popular places for OOH advertising given the wide reach, captive audience, and high exposure to frequent commuters.

McTaking the Market: McDonald’s and KFC lead the market with Burger King and Quick tailing behind.

For Paris’ 75010 district, while we see McDonald’s and KFC competing closely for market share dominance in the area, Burger King is the next notable fast-food chain gaining share towards the end of the year. All three combined lead with a collective market share of ~73%. Quick shows significant growth since its opening in June 2025 to come fourth in the market share leaderboard.

<img src="Paris - Fast Food Market Share.png" alt="Line graph showing monthly 2025 market share percentages of eight fast food chains in Paris (75010). McDonald's, KFC, and Burger King lead throughout the year; Quick rises in June.">
A Tale of Two Fries: who’s taking the bigger bite? KFC may have a higher average transaction value (ATV) but could this be an advertising opportunity for McDonald’s?

Despite McDonald’s and KFC attracting similar total levels of spend, average transaction values (ATVs) – the amount a customer spends in one transaction – are not so comparable. There are national and regional differences in ATV at both brands, and we see KFC winning overall in Paris.

While ATV at McDonald’s and KFC is similar at a national level across France, ATV is lower for both brands in the Parisian 75010 district. Moreover, KFC average spend per order is 28% higher than the average McDonald’s order – that’s ~€2.80 more per transaction than for McDonald’s in this district.

<img src="Paris - McD KFC ATV.png" alt="Line graph comparing average transaction average transaction values at KFC and McDonald's in Paris (75010) and across France from January to December 2025">

So what does this mean for advertising? We can assume that for those McDonald’s restaurants located near commuter hubs, customers have limited time and are buying smaller, quicker meals to go. While this is also broadly true for KFC, ATVs suggest that KFC is also tapping into the higher paying consumer market. OOH advertisers can use this intelligence to target the higher paying KFC consumers in this area in an attempt to increase McDonald’s’ share and increase ATV.

The Basket Beyond the Burger: how can advertisers capitalise on insight into consumers’ wider shopping habits?

We can learn a lot from where else McDonald’s and KFC customers are shopping. Using  these insights and understanding where a competitor’s customers are also shopping can be strategically used to inform advertising placement. This can be a powerful driver to increasing brand and promotion awareness, spreading word of mouth and gaining market share from competitors.

In Paris’ 10th arrondissement, we see that advertising near shops such as Relay, Monoprix and Carrefour may increase reach to their target audience and widen campaign exposure. Not only are these shops the most frequently visited but cover a mix of both McDonald’s and KFC customers. If looking to direct campaign activity specifically at McDonald’s customers, advertisers could do well to place their ads near Compass stores. Conversely if looking to reach more KFC customers and minimise exposure to McDonald’s customers, it may be more effective to place adverts near Lidl stores.

Taking the Lyon’s share: a markedly different competitor landscape signalling the need for localised marketing strategies

Lyon’s 3rd arrondissement presents different competition for McDonald’s (still the leading fast-food outlet), despite it being a similarly major commuter hub to Paris’ 10th. Where McDonald’s and KFC are in close competition in Paris’ 75010 district, in Lyon’s 3rd we see McDonald’s leading, with strong competition from Quick and Popeyes.

What does this mean for advertisers? Conducting location-specific analysis can reveal these location-specific market share trends and inform localised marketing strategies and increase campaign success.

<img src="Lyon- Fast Food Market Share.png" alt="Line graph showing monthly 2025 market share percentages of nine fast food chains in Lyon (69003). McDonald's, KFC, and Burger King lead throughout the year; Popeyes is catching up throughout the year.">

Food For Thought

Debit and credit card spend data can provide valuable insight into the spending behaviours of customers in specific areas at a local and national level to reveal key battlegrounds for competing market-share.

These consumer insights should inform OOH advertising campaign strategies and digital activation, and already being used by leading advertising agencies. If you would like to learn more about how Fable’s dataset can be used in advertising , please get in touch: info@fabledata.com