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  • Serving faux Mexican food to a nation of gourmands
  • Serving faux Mexican food to a nation of gourmands
    O’Tacos | Facebook (2019) ©
CASE STUDY

O’Tacos: full-fat fare for French fast foodies

France may be renowned for its traditional food values, shunning invasive cuisines that promote a less discerning diet, but ‘le fast food’ is now a dominant force in the dining landscape. Home-grown chain O’Tacos is flourishing as a result, serving up a French take on casual Mexican fare.

Location France

Scope
The French may have been reticent to accept McDonald’s when it put down roots in the early ‘70s, but ‘le fast food’ is now a dominant force in the nation’s dining landscape. Over the past half-century, the market has diversified beyond the American brand’s burgers and fries, with home-grown chain O’Tacos pioneering ‘the French Taco’. Not a taco in the traditional sense, its dishes can feature up to 2.5kg of 100% halal meat, vegetables, fries, and – most commonly – cheese sauce, all wrapped in a wheat tortilla then pressed under a panini grill. How has O’Tacos’ novel ...

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