Popeyes, a Louisiana kitchen franchise, is opening its first location in the Czech Republic on Prague’s Wenceslas Square. Meanwhile, burger and fries chain Five Guys is set to open in Prague in mid-2024. Monterock International, a multinational investment holding, acquired the Luxembourg-based FG Central Group, which held the franchise rights for Five Guys in Central Eastern Europe. The chain, known for its classic American fare of hamburgers, fries, and milkshakes, first opened in 1986 in Arlington, Washington, D.C. It now has over 1,800 locations globally, including the United States, Asia, Australia, Germany, and Austria.
The first Five Guys branch in Prague is expected to be situated in the Máj department store on Národní, which has undergone significant renovations over the past two years. The Máj is set to reopen in the second or third quarter of next year. The popularity of Five Guys stems from its straightforward menu, predominantly featuring hamburgers, fries, and milkshakes, often infused with unconventional flavours.
However, there is a lingering question about the pricing policy, as Five Guys has been known for its slightly higher prices compared to traditional fast food players. While a hamburger from Five Guys may cost around CZK 250, the franchisee’s approach to adapting to local conditions remains uncertain. As Prague prepares for the arrival of Five Guys, it remains to be seen whether the chain’s formula will capture Czech taste buds and add a flavourful dimension to the city’s fast-food landscape.
The proliferation of American fast-food chains in Central and Eastern Europe has marked a significant cultural and culinary shift in the region, reflecting the globalization of food and consumer preferences. This trend, driven by the expansion of iconic brands like McDonald’s, KFC, and Subway, has reshaped the local dining landscape. Some are concerned about the potential impact on traditional culinary heritage while others argue that the companies are not paying enough in taxes, which is unfair to regular restaurant owners.
