Le Sandwich Takes a Bite Out of French Tradition
Friday, June 26, 2009
PARIS, June 25 -- Ah, France, bastion of the three-hour lunch. First comes the appetizer, followed by the main course, then cheese and dessert, washed down with red wine and, along with an espresso at the finale, maybe a little cognac to enhance digestion back at the office.
Well, yes and no.
While they have not abandoned their love of food, French people increasingly are resorting to a humble sandwich for the noon meal. Some even gulp it down with a soft drink while sitting at their desks. So much so that the consumption of sandwiches in France has grown by more than a quarter over the past six years, to 1.8 billion annually, and climbed by 10 percent last year, according to market researchers.
Moreover, the change has often come at the expense of neighborhood cafes, where lunch still means a hot dish like grandma used to make and sitting around the table for an hour of conversation with friends or colleagues. The number of bars and cafes in France has fallen from 200,000 half a century ago to 38,600, according to industry associations. More than 2,000 went out of business last year alone as an indoor smoking ban took effect and the world economic crisis bit into budgets.
The shifting lunchtime habits, which are more pronounced in large cities such as Paris, are part of a social tug of war in France between the imperatives of a modern industrial economy and a long-cherished tradition of fine food produced and prepared by artisans devoted to their crafts. The increasingly common sight of a young French office worker walking down the street munching on a sandwich suggests tradition is more and more on the losing side as the years go by.
"If they were home, or near home, maybe they would have a real meal," explained Jean Rossi, a market researcher at the Gira Food Service consulting company who has investigated the sandwich phenomenon. "But their offices are one hour or more from their homes, and with their limited buying power, the sandwich is an obvious solution."
For instance, McDonald's has enjoyed rising business in France for the past five years, taking full advantage of the evolution. Income at its more than 1,100 French outlets rose by 11 percent in 2008 despite the economic crisis, the company reported.
Most French people still prefer to eat a full lunch when they can, following age-old custom in the country and its Latin neighbors, such as Spain and Italy, industry officials said. As a result, sandwich consumption per capita is still lower than in other countries. Britons, for instance, eat several times as many as Frenchmen.
"The function of a meal in France is not just to take on energy, and it never will be," cautioned Nawfal Trabelsi, vice president for marketing and communications at McDonald's in France.
But the change, Rossi and others pointed out, is that French people increasingly are willing to forgo their tradition of a sit-down lunch if they face time constraints or are low on funds. The younger they are, the more easily they make the decision, he added.
Yannis Athenes, a 24-year-old computer engineer, is one of the people Rossi was talking about. Athenes handed over about $5 one recent day for a grilled salmon sandwich prepared at a little stand outside the Benjamin Cafe on Rivoli Street, in a busy shopping district just north of the Seine. Athenes said he sits down for a full lunch whenever he can but frequently resorts to sandwiches because of a lack of time.
"The truth is," he said, holding up his sandwich, "I'm going to eat this while driving. I have appointments set up that I have to get to, and I just don't have the time to sit down for a real meal."