A quite unusual situation is happening in France. As we all know this country characterized by having the most famous coffees in the world, always decorated with colorful tablecloths from pictures and the ubiquitous bottle of wine. But oh surprise! the restaurant has no usual tablecloth or bottles of red wine.What happens is that the soaring prices in Bistro meals, has made the French opt for other options like Mc Donalds, such is the situation that some 3,000 French restaurants have been declared bankrupt in the first half of the two thousand and eight the truth is that a hamburger and potatoes cost almost double in a Bistro, while in Mc Donalds with 8 euros, equivalent to about US $10.70 a lunch person a hamburger with cheese and potatoes.There are many accusations that Mc Donalds has received, for example last year was accused of serving junk food, but the situation appears to be different, because the consumers are not they think alike, since fast food chain has increased its revenues this year by 12%, while the fate of the Bistro seems uncertain, which could worsen, if people start to change the succulent French dishes for burgers and fries.It is likely that the economic situation in France, is one of the most difficult at this time, coupled with the high rates of unemployment, as well as the deterioration of the real estate market, cause that appropriations for new investments are scarce or almost non-existent.This is an excellent opportunity for the fast food chains to achieve expandirseY grab the attention of consumers, since their prices and deals prove to be tempting. The trend observed with the Bistro also has been presented in other sectors, such is the case of the supermarket chains, which have found that consumers are buying products without brand with discounts, reason why it is worrying that they they can also be affected and having to close its doors.Concern grows if along with rising unemployment, and high prices on products, bring as consequence that people no longer go out to eat on the street, since currently less people eat at restaurants, and when they do not ask for as much variety as before. The above-described situation you would add a ban on smoking in cafes, this situation in particular that has also affected the business, if we compare with that France has been consolidated as the best market for Mc Donalds, coming to represent 13 percent of the company’s total sales. In situations such as these would be necessary to think about the prompt and immediate deployment of an effective market strategy to achieve that famous French cafes again to have acceptance that until recently enjoyed by consumers, whether offering products more attractive and better prices that can compete with the famous fast-food chain. M.S. Felix Gonzalez j..