No High Fives for Five Guys
On December 18, 2016 at 11AM, the American fast food chain Five Guys will be opening its doors for the second time in Paris—but this time on the buzzing boulevard of the Champs Élysées. Five Guys is a fast food restaurant known for their handcrafted burgers and fries, as well as hot dogs, sandwiches and milkshakes.
Five Guys opened their first Parisian branch this year on August 1 in Bercy Village. Ever since its launch, it has been known to have queues extending far past the restaurant's door, comprised of mainly youths and young adults; clearly displaying the allure of greasy fries and juicy burgers to those that find themselves in the restaurant's surroundings. However, it seems discovered that its upcoming opening on the Champs Élysées has not had as much hype among both Americans and Parisians alike as expected.
Image credit: Flickr/Jerry Huddleston
There have been speculations of whether or not the globalization of American fast food chains in the city of Paris is an advantage to its traditional French citizens or a threat to its well-established culture. Ophélie Coulee, a 20 year old French student at AUP, believes that "it’s a bit of a shame to witness how those big American food chains seem to slowly invade our streets at the expense of our good old traditional French bistros. With regard to the emergence of American fast food chains in Paris, I’m a bit nostalgic especially regarding the transformation of the Champs Élysées. Indeed, back in time it use to be one of the most fancy and chic street of Paris and now it’s over crowded and slowly resembling Disneyland. Unfortunately Five Guys will not be as attractive as a Mickey Mouse merry-go-round and will be of no help restoring its former noble aspect.”
This transformation of Paris’s streets to include a growing expansion of the American fast food industry can be seen as catalyzed by the emergence of McDonalds. McDonalds has grown to over 1200 restaurants in the whole country, subsequently making France McDonalds's second most profitable market in the world. However, the French cannot reject these achievements of the American industry, as they have been able to benefit from their success by modeling their product standardization and automated operations to create more convenient sources of French food, in particular the French fast food chain "Quick." However, when comparing the American fast food chains in Paris to how they are in the United States, Elizabeth Amiotte, a 19 year old American AUP student, states that "American fast food chains that are in Paris are never as good as they are in the States. They're always missing something,” bringing to the attention that the French have tried to maintain some form of originality and French charm to their foreign established cuisines.
In traditional French culture, it is customary to sit down and dine slowly, usually for over two hours, taking ones time over mealtimes and using it as a cherished time for connecting with loved ones or colleagues. Most tourists come to Paris to immerse themselves in this culture and experience all its unique specialties; French wine, French cheese, freshly baked baguettes from local boulangeries and its array of fine cuisines. Therefore, a total foil to to the idea of quick, fast and convenient food on the go, offered by American fast food chains. Sophia Forrester, a 19 year old student from AUP, explained that one of her reasons for coming to Paris to study was because the French “appreciate food and take their time eating it, and relaxation is part of food culture.” With regard to the opening of Five Guys, Sophia states that, "I'm not excited but I'm not angry about it. I know I won't be eating there, as I prefer to eat at independently owned businesses.” Tess Hezlep, a 19 year old AUP student, similarly fears this loss of culture through globalization, as she feels that it "threatens the authenticity of such a sacred, old city like Paris.”
Image credit: Flickr/Steve Snodgrass
After conversing with four Parisians to gain a greater understanding of their response to the invasion of American fast food chains, it was seen that there was a common recurring sadness of the loss of France’s culinary cultural identity. Sarah Sidi, a 19 year old student from AUP, feels that, "Unfortunately, the opening of more American fast food chains in Paris is inevitable because of globalization, but I find it a pity. I may be wrong, but I do not think it serves healthy products, so it just cannot be positive. Also, the charm of Paris is its individuality. If Paris ends up with the same restaurants as everywhere, the French touch will disappear. It’s quite sad actually!” In addition, Andreas de Beauregard, a 20 year old student born in Paris, and as someone that enjoys American fast food, still does not enjoy the increase of such places in such a traditional city like Paris. He explains, "I think the increase in American fast food chains here in Paris is good only to a certain extent; as students, we love fast, greasy, cheap food but the increase in fast food chain in Paris slowly drives the "French culture" away. Paris is becoming more and more international and is loosing its charm and culture."
However, there is no doubt among French and Americans alike that Five Guys will have a positive response and popularity among tourists, especially since Five Guys is known as Obama’s favorite burger joint. Katie Dodds, a 19 year old American at AUP, also reiterates this fact, stating that "they'll probably be popular on the Champs Élysées because there's a lot of American tourists and most Americans like them a lot.” Additionally, Herve Vanel, an Parisian Art History professor at AUP, reflected his immense excitement for its opening despite his lack of American upbringing, stating, "So many choices! I am confused about what burger I really am. But in the end, my fries are still as greasy and flaccid as I expect them to be; the meat overcooked to perfection (so I’m sure all the germs have been killed) and the salad still delivers an unmistakable plastic feel — that taste is really king. As this remarkable culinary experience costs twice as much as a “regular” fast food, I see it as very fitting that they open their restaurant on the Parisian deluxe strip mall, the Champs Élysées; I am sure that they will consider very soon targeting trendier neighborhoods as well so that Parisian hipsters can enjoy "free refills" at their soda fountain even though French law prohibits it. So exciting!”
Therefore, it can be seen that while there is a slight excitement among both French and Americans for the opening of Five Guys, the loss of Paris’s authentic, traditional culinary experience and overall charm may be at risk. It may be the beginning of the increase of emerging tourists into Paris, but also the consequential loss of the popularity of traditional French cuisine. And so it seems that December 18 may just be another typical day on the Champs Élysées, but with a side order of juicy burgers grilled to perfection. If you find this tickles your taste buds and makes you feel at home, head to 49-51, Avenue des Champs-Élysées between the hours of 11AM and 1AM, where you can happily satisfy your fast food cravings, just like Obama.
Image credit: Wikipedia Commons/Pete Souza
