Burger King is set to return to France after a 15-year absence, creating a buzz of excitement, France 24
reported. Elation was not only confined to tourist burger lovers' wondering how they could find decent American fast food on their planned French forays, but to young French people who have only heard of Burger King's reputation.
The New York Times
reported Olivier Cimelière dedicated a long article in the Nouvel Observateur to the return of the fast food chain in France. He said that when BK closed in 1997 "a myth was born among French aficionados. Burger King is in their eyes the sole and authentic hamburger with the taste of America. Everything else is just a pale imitation — junkfood!”
Disappointment was evident though when it was revealed that only two outlets of the franchise are to open in France, compared to the 39 which closed in 1997. The lure of the whopper could well put a motorway service station in Reims on the map, competing with champagne as a major attraction in the region. Quartz
reports the other second Burger King outlet will open at Marseille’s Provence Airport.
The prospect of the famous food chain returning to France is so popular that it has become a hit on Twitter where the hastag #BurgerKing is trending.